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Carter's, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Headquartered in Atlanta, GA, Carter's, Inc. is one of the largest branded marketers of clothing designed exclusively for babies and young children in the United States. Founded in 1865, the company's main brands include Carter's and OshKosh B'Gosh.

Main Telephone (678) 791-1000
Main Fax (404) 892-0968
Primary Address
3438 Peachtree Road
Atlanta, GA 30326

Carter's, Inc. Contacts

Contacts (5/25)
Name Title State
Michael C. Chief Executive Officer & Chairman GA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (678) 791-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 3438 Peachtree Road
Atlanta, GA

Richard W. Executive Vice President & Chief Financial Officer GA
Janet S. Senior Vice President & Chief Information Officer GA
Brian L. President GA
Greg F. Executive Vice President, Marketing & eCommerce GA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Carter's ******
OshKosh B'gosh *
Carter's Inc. *****
Child of Mine ******
Just One You ******

Agency Relationships

Brand Agency Service From To
******'* ***. ******* public relations 2008 present

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Children's apparel maker Carter's shifts 50% to digital, looks toward expansion

Subject: traditional, print, in-store, digital, e-Commerce, multichannel

Company: Carter’s, headquartered in Atlanta, Ga., is one of the largest branded marketers of clothing designed exclusively for babies and young children in the US. The company’s main brands are Carter’s and OshKosh B’Gosh.

Opportunity: In the Q3 earnings call, Carter’s CEO Michael Casey laid out three key strategic priorities: (1) to provide the best value and experience in young children’s apparel; (2) to extend the reach of its brands; and (3) to improve profitability.  Look out for digital, online, and omnichannel opportunities as the company continues to grow.

Additional Insight

Digital Marketing Spend: Carter’s has increased digital marketing spend by 25% this year and, according to Casey, has seen a nearly 10% increase in active customers. The company’s e-commerce sales were up 29% year-to-date, making it the fastest-growing, highest margin business.  CFO Richard Westenberger estimates that 50% of Carter’s marketing spend is currently allocated to digital. 

Expansion Plans: The company is on track to open over 100 stores this year and has plans to open 200 or more stores by 2018. Casey said that the company has seen good response to new stores in densely populated cities, so it plans to explore opportunities in other major cities (Carter’s 12 NYC stores average $2 million in annual sales, which is 50% greater than its typical single-branded new store locations). Carter’s has also increased spending on its Braselton, Ga., distribution center in order to support the company’s  multichannel growth plans. 

Brand Experience: Carter’s recently opened a shop in Macy’s in Herald Square and has made similar investments with partners such as Kohl’s, Target and Babies’R'Us. The company’s objective is to stand out on the floor. Carter’s exists in a market that has experienced no growth in recent years, so the company is looking to extend the reach of its brands in order to grow its business and market share. Note that total Carter’s brand sales in the US did grow 4% in Q3.

Target Customers:  The company has spent this year focusing on the things that matter the most to consumers. Casey pointed out that, for example, Millennial moms’ top concern is good value, so the company is leveraging its strong reputation for quality and value to gain and retain customers (Carter’s average price point is $10). It is this value that is highlighted in Carter’s holiday 2014 catazine, which it hopes will drive traffic, especially in brick-and-mortar stores.

Media Spend: According to Kantar Media, Carter’s measured media spend increased 5.9% from 2012 to 2013.  Remember, though, that 2014 spend looks every different for the company – 50% of spend has been shifted to digital and the company opted not to run TV ads this year (broadcast spend was $7 million in 2013).

Agency Relationships: Carter’s handles media buying and planning in-house and has BBDO Atlanta as its AOR, according to The List.

Carter’s, Inc. 
1170 Peachtree St. 
Suite 900
atlanta, GA 30309
(678) 791-1000

Greg Foglesong 
Senior Vice President, Marketing & e-Commerce
(678) 791-1000

Robin Polsley 
Vice President, Creative Marketing
(678) 791-1000

Kathleen Klug 
Senior Director, Retail Marketing
(678) 791-1000

Christina Parente 
Director, Direct Marketing
(678) 791-1000