Observed Signal · Sep 22, 2026 · Conference · Source: Adweek · Impact: 1/5 · Sentiment: Positive
Carter's Relies on Data and Nostalgia to Stay Relevant
At Brandweek 2026, Carter's global VP of brand marketing Aubrie Corey and Zappi CMO Nataly Kelly discussed how the 161-year-old brand stays relevant. The strategy combines generational insights with a constant pulse of consumer data. Carter's recently launched a brand evolution targeting Gen Z parents, who favor self-expression over the 'mini me' style of the past. The brand also tapped into nostalgia with the OshKosh Reissued Collection, reviving 1980s and 1990s styles, and partnered with Umbro for World Cup-themed clothing. Kelly emphasized the need to centralize customer signals from siloed systems to effectively anticipate consumer trends.
The article is a fireside chat about brand strategy, not a major industry event. It provides insights but does not announce new products, funding, or partnerships that significantly impact AdTech.
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Key Takeaways & Evidence Grounding
- Carter's is a 161-year-old brand that uses consumer data to guide brand evolution.
- At Brandweek 2026, Carter's global VP Aubrie Corey and Zappi CMO Nataly Kelly discussed brand relevance.
- Carter's brand OshKosh B'gosh launched the Reissued Collection, featuring vintage styles from the 1980s and 1990s.
- Carter's partnered with Umbro on a line of soccer-themed clothing for the World Cup.
- Zappi's CMO advocated for centralizing customer data to break down silos.
- Gen Z parents prefer brands that encourage children's self-expression, per Carter's insights.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Carter's Brand Refresh Targets Gen Z and Millennial Parents
Carter's has unveiled its first major brand refresh since 2000, aimed at appealing to Gen Z and millennial parents. The refresh includes a new logo (with an apostrophe replaced by a shooting star), a new visual identity, and a brand commitment: 'to let every child's light shine.' The accompanying 'Watch Them Glow' campaign launched on September 16, 2026, features a 60-second commercial on CTV platforms like Nexxen, Roku, Disney+, and Hulu, as well as digital and social channels. The campaign emphasizes self-expression and individuality, supported by Pew Research data. Carter's also introduced a creator program called 'Light Makers' with up to 15 Glow Grants in the first year. The rebrand follows new CEO Sharon Price John's appointment and increased marketing spend, contributing to a 5% net sales increase in Q2 2026. Partnerships with Outward Bound and Boys & Girls Clubs of America support children and families.
OshKosh revives 1980s ad for CTV campaign
OshKosh B’gosh marked its 131st birthday on July 13 by launching 'Say It Your Way,' a nostalgia-driven advertising campaign inspired by its 1980s 'Kids Say OshKosh B’gosh' commercial. The new creative, developed by OshKosh’s internal marketing team and produced with longtime partner Westy Productions, adapts the original idea for connected TV (CTV), streaming and social, and will run through the end of the year. Aubrey Corey, vice-president of brand marketing at Carter’s, said the brand mined its archive to find an idea with lasting emotional resonance rather than recreate the old spot shot-for-shot. Carter’s acquired OshKosh in 2005; the brand was founded in 1895 and its overalls remain a key product identifier.
Y2K Brand Nostalgia Wins Over Gen Z
Adweek reports that legacy brands are leveraging Y2K and late-1990s nostalgia to attract Gen Z shoppers. Companies such as Gap, Bath & Body Works, Coach and Pizza Hut are reviving early-2000s aesthetics and cultural cues — often using Gen Z–popular figures in their campaigns — to monetize what the article calls the “millennial ache,” a longing for an analog, pre-algorithm era. The piece is authored by Rebecca Stewart, Adweek’s brand editor, and was published on 2026-07-17.
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