ADVERTORIAL
Branded Children’s Wear at Affordable Prices More Relevant than Ever
Value Proposition With the economic recovery remaining stagnant, consumers continue to seek value to save where they can. For over 150 years, H.W. Carter & Sons has stood the test of time by consistently offering great product at exceptional prices under their trademark Carter’s Watch the Wear. Today, Carter’s Watch the Wear has become the alternative to higher priced brands because it delivers comparable product at a fraction of the cost. Alan Maleh, C.E.O of H.W. Carter & Sons, sees Carter’s Watch the Wear as the brand parents can turn to for everyday apparel. “We put a lot into our product. For years, we have been providing consumers with a low cost option to GAP Kids and Ralph Lauren.” Carter’s Watch the Wear spans the categories of children’s apparel, outerwear, sleepwear, underwear, socks and school uniforms, and men’s apparel in Japan, with 12 current licensees. Not to be confused with the “other Carter’s” children’s brand, this Carter’s was established in 1859 in Lebanon, New Hampshire and is the original Carter’s—the premier manufacturer of denim overalls and work wear. The brand’s roots continue to influence its current collections. Nostalgia is what caught VP of Star Ride Eddie Shalam’s eye 12 years ago when he was approached about the Carter’s Watch the Wear license. “I was familiar with the brand because it was something my mother dressed me in when I was a kid. Some of my salespeople had similar memories.” Since then, Star Ride has held the license for boys’ wear in sizes toddler to 20. Allura Imports is another veteran licensee for sleepwear, underwear and school uniforms. Nathan Kraiem, Business Development Director said, “We take what’s trending and use it to create product that looks a little different. We offer more attitude and fashion in our Carter’s Watch the Wear collection.” Weeplay, which holds the newborn, infant and toddler licenses, focuses on denim-driven sets and dresses. Joey Esses, Executive VP said, “Since 2009, we have focused on key items at sharp price points which have enabled us to see tremendous growth in a climate where most companies are experiencing a downtrend in business.”