William Carter Company: If They Could Just Stay Little 'til Their Carter's Wear Out campaign

Judson Knight

In the 1990s the William Carter Company had an established market presence as producer of children's clothing under the Carter's, Carter's Classics, and Baby Dior brand names.

William Carter Company: If They Could Just Stay Little 'til Their Carter's Wear Out campaign

Judson Knight

Overview

In the 1990s the William Carter Company had an established market presence as producer of children's clothing under the Carter's, Carter's Classics, and Baby Dior brand names. Owned since 1996 by Investcorp, an investment bank based in the Persian Gulf sheikdom of Bahrain, the company had been in existence since 1865.

Over the course of more than 130 years in business, Carter's developed enormous name recognition. Known as a producer of infants' and children's apparel, it in fact began as a manufacturer...

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