Carter's Announces S'Auntie Claus Collaboration With Chloe Bailey
Carter's, Inc., the biggest branded marketer of clothing for infants and young children in North America, revealed that Chloe Bailey, an actress, multi-talented artist, and real-life aunt, will be the brand's first-ever S'Auntie Claus.
A press release revealed that the multi-hyphenate is asking Carter's admirers to send S'Auntie Claus letters from their kids for a chance to win a fantastic shopping spree that will help fulfill their holiday fantasies. Parents can visit this website until Nov. 29, 2024, and submit their kids' letters to S'Auntie Claus to win a $500 Carter's gift card. Each person may only enter once, and on Dec. 3, 2024, 10 winners will be chosen.
“Becoming an aunt has been an amazing milestone for me,” said Chloe Bailey in a statement accompanying the press release. “There’s nothing like witnessing the magic of the holiday season through a child’s eyes. I’m beyond excited to put on my S’Auntie Claus hat and team up with Carter’s to help all the wonderful aunts out there spoil their little ones. Carter’s has such an amazing selection of gifts that I can’t wait to share with all the children in my life. I even picked out some of my favorites that fans can shop on Carters.com.”
“At Carter’s, we believe the holiday season shines brightest when shared with family and friends," said Jeff Jenkins, EVP of global marketing, in an exclusive statement to RetailWire. "Collaborating with singer, actress, and real-life aunt, Chloe Bailey as our beloved S’Auntie Claus, came from the growing role of aunts and aunt-figures in children’s lives. We uncovered that the ‘cool aunt’ has emerged as an aspirational identity for Millennials and Gen Z as they create unique bonds with children in their families and friend groups. This season, we wanted to transform the holiday gifting experience capturing the joy and excitement that only your cool auntie could bring to the season.”
Carter's Is Just the Latest Brand With Celebrity Advertisements
Carter's is the latest brand to receive a celebrity advertisement, and these ads are known to help boost brands.
Celebrities are still used by retailers, especially to promote Christmas advertising. Celebrity collaborations in 2022 included Christina Ricci and Leslie Odom Jr. with Nordstrom, Jennifer Coolidge with Old Navy, Selma Blair with Gap, and Chloë Sevigny with H&M.
According to research conducted by Harvard Business School professor Anita Elberse, a celebrity endorsement boosts a company's sales by an average of 4% in comparison to its rivals.
In a CNN piece, Elberse claimed that celebrities allow companies to reach their fan base while ensuring customers of the caliber of the product they are endorsing.
“Consumers often cannot easily assess the true quality of products, at least not before they consume them," she wrote. "But seeing a celebrity attaching his or her name and good reputation to a product may help alleviate some of their uncertainty.”