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Carter Company : An American Manufacturer Of Children 's Apparel Essay

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Part 1. Company background Carter 's, Inc., also known as the William Carter Company, is a major American manufacturer of children 's apparel. William Carter was the founder of William Carter Company in 1865 in Needham, Massachusetts. The Carter family sold the business in 1990. Carter 's acquired competitor OshKosh B 'Gosh in 2005.[Wikipedia] Carter’s designs, sources, and markets a broad array of products, primarily for sizes newborn to eight. Carter’s brand is sold in department stores, national chains, specialty stores, off-price sales channels, through Carter’s retail stores, and online at www.carters.com. Additionally, they sell Child of Mine brand at Walmart and Just One You and Precious Firsts brands at Target. The company’s strategy is to drive sales growth through focus on essential, high-volume, core apparel products for babies and young children. Company believes that their core baby and sleepwear products are essential consumer staples and less dependent on changes in fashion trends. They tier their products through marketing programs targeted toward experienced mothers, first-time mothers, and gift-givers. Company has trademarks and copyrights, including Carter’s®, OshKosh®, OshKosh B’gosh®, Genuine Kids®, Child of Mine®, Just One You®, Precious Firsts®, Little Collections®, Little Layette™, Rewarding Moments®, and Count on Carter’s®, many of which are registered in the U.S. and in more than 140 countries and territories. Carter’s has three main competitors
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