Carter’s launched this PJ collection as an eComm exclusive for babies and toddlers. I was a stakeholder from day one, first working with the consumer insights team to coin, then test the name “PurelySoft.” We implemented an influencer-led paid media strategy that positioned the collection as luxe, but thoughtfully priced. Demand was so high that the collection expanded to kid sizes, added more essential baby styles and is now sold in stores across the country.
Jason K. Lind 