Carter’s Inc., the parent company of heritage children’s apparel brands Carter’s and OshKosh B’gosh, recently sampled its customers to find out which styles and trends their kids want to wear for this upcoming school year.
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Back-to-school (BTS) trends include a big focus on denim options, especially comfortable fits, as well as cargo and utility.
Rivet caught up with Rebecca Baumbach, Carter’s vice president, design, for a deeper dive on what’s special in the denim offerings this year, what fits and styles kids—and their parents—are gravitating toward and how long the trend could last in the kids market.
The good news for jeans afficionados, according to Baumback, is that the trend for comfortable denim options are expected to continue into the holiday season and well into 2025.
Rivet: The brand recently surveyed Carter’s buyers to find out the styles and trends kids want for BTS. Tell me about some of the trends. Were there any surprises?
Rebecca Baumbach: We are constantly sampling our customers and collecting data regularly to ensure we are offering the latest styles and trends. Our recent [BTS sampling] revealed a strong preference for styles that combine comfort and functionality in great trending fits. Trends such as wide-leg fits, activewear, and balletcore have emerged as favorites.
One surprising finding was how big the animal print trend came on for fall. We were excited about it, but it’s everywhere! Additionally, the popularity of utility styles and cargo pants indicates a growing demand for relaxed fits.
Rivet: What does OshKosh B’gosh have for BTS?
RB: The OshKosh B’gosh Denim Shop offers a variety of options for back-to-school. Flares and wide legs have performed exceptionally well in our sampling for girls and great utility details in boys. We also offer other silhouettes such as straight legs and skinny legs, catering to diverse tastes. Both straight leg and skinny leg options continue to be popular among kids, providing a range of fits ensuring that there’s something for every style.
Rivet: Did the kids have a preference for the relaxed fit? And is the elastic waist feature mostly a jeggings option?
RB: We have a mix of fits; we focus on super comfortable stretch and soft qualities to make all our fits the best kid friendly fashion—leaning into trend and comfort. Our boys fashion fits are a love in the elastic waist to make them easy and comfortable as well as our girls’ jeggings options, making it easier for kids to be comfortable.
Rivet: What are some fun details included in OshKosh denim?
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RB: Our details are designed to add a touch of fun for our kid friendly fashion and make each choice special. For instance, a cool embroidery, embellishments and patch pockets of personalization to each piece.
Rivet: Tell me more about the denim fabrics.
RB: Our denim fabrications are chosen with comfort and durability in mind. We incorporate materials that provide the right amount of stretch to allow for ease of movement and comfort throughout the day. This ensures that our jeans not only look great but also feel great to wear, allowing kids to move freely.
We see boys leaning into our dark rise washes in easy styles, and girls are loving the super light wash flare with some fun details.
Rivet: Besides jeans, what else is in the denim assortment mix just on bottoms? What are the price points and size ranges?
RB: We have a variety of denim options, including both bottoms and jackets, catering to different preferences and needs. Our styles include flares, wide-legs, skirts and skorts, jackets and dresses, ensuring that there’s something for every style.
Carter’s BTS collection is designed to be accessible and inclusive. Our price points range between $14 and $34, providing options for every budget. The size ranges span from newborn sizes up to size 14, ensuring that we have options for every child at every stage of growth.
Rivet: How popular is cargo and utility this year versus denim?
EB: Cargo and utility are a huge trend this year with Y2K and Y3K being so large in the youth market. The relaxed styling makes them a hit among both kids and parents. We see the cargo and utility trends continuing to grow in popularity in a wide range of fits and details.
Rivet: What is driving the interest in denim? Are kids following what mom, dad, or their older siblings are wearing?
RB: Denim has always been a staple in kids’ wardrobes, and we are seeing a renewed interest this season due to the fresh styles and innovative designs. The wide-leg and flare options have particularly resonated with both parents and kids. Denim was popular in the spring and its demand has surged for back-to-school as parents look for trend styles in comfortable, durable pieces that can transition through the seasons. We anticipate this trend continuing into the holiday season and well into 2025, as denim remains a fashion staple.
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