As Cat & Jack turns 10, a new generation of kids is growing up with the brand, and they’re playing a bigger role in what they wear and the choices families make when they shop. In response, Target is evolving Cat & Jack beyond the everyday essentials families know and love, adding more denim, layers, occasion dressing and style-forward choices that give kids more ways to express themselves while continuing to deliver the quality and value parents count on.
This evolution builds on a decade of growth for Cat & Jack. Since Target introduced the brand in 2016, it has become the #1 private-label kids apparel brand in America, selling nearly 300 million items each year and growing to become a nearly $3 billion brand.
Cat & Jack items are sold each year, and the brand has quickly grown to nearly $3 billion.
Cat & Jack was created to celebrate the joy of childhood and be a true reflection of kids today, and it’s been so special to see that purpose come to life for millions of families.
Those numbers say a lot about the trust Cat & Jack has earned with families, and the teams behind the brand who have spent the past decade earning it. From brand management and design to merchandising, sourcing and guest insights, teams across Target have worked together to keep Cat & Jack close to what kids and parents want. Kaela M., design director, kids apparel, Target, has been part of that work from the beginning.
“Cat & Jack was created to celebrate the joy of childhood and be a true reflection of kids today, and it’s been so special to see that purpose come to life for millions of families,” said Kaela. “We have the unique opportunity to design for kids through so many stages of their childhood, creating product that reflects who they are, gives them the freedom to express themselves, and evolves with them as they grow.”
Growing up together
A lot has changed since Cat & Jack launched, including how kids discover what they like and how they choose what to wear.
A decade ago, kids were more likely to react to clothing choices parents made for them. Today, they’re helping shape those choices from the start. Target research points to age six as a key tipping point, when kids develop clearer preferences and begin to have more influence on what families buy. Kids are also discovering more on their own, with access to products, trends and inspiration more than ever before. And parents are seeing that influence firsthand: 94% say their Gen Alpha children influence clothing and accessories purchases.
Listening to kids has been part of Cat & Jack from the beginning. And as a new generation grows up, Target is spending even more time getting to know what matters to them. Throughout the past year, teams have connected with kids and families around the country to learn more about their everyday lives and what inspires them.
Those conversations have inspired the design process and helped teams stay in tune with families’ evolving needs, showing where Cat & Jack can continue to grow while staying grounded in the inclusive design, quality, practicality and value guests have counted on for the past decade.
More ways for kids to make it their own
Those insights are helping shape what’s next for Cat & Jack.
The brand is putting more focus on kids ages 3 to 8, when their interests, opinions and sense of personal style are really beginning to take shape. And as those kids grow into their own style, Cat & Jack is growing the wardrobe along with them.
The everyday staples families know remain at the foundation, now joined by more layered essentials, elevated looks for special occasions and style-forward pieces. And what Target is hearing from kids and families is showing up in the details. Families told teams they love dressing up for holiday moments but want pieces kids can keep wearing afterward, so styles are being designed to celebrate holidays without feeling one-and-done. Kids’ interest in sports is also inspiring a broader range of graphics, while styles for ages 3 to 5 feature recognizable icons and motifs that appeal to kids beginning to make more of their own choices.
Together, those changes give kids more room to express what they’re into while giving families more options for all the moments of childhood, big and small.
Kids’ confidence, personality and individuality front and center.
It’s also an example of Target leading with merchandising authority, bringing forward fresh, distinctive assortments that reflect what’s happening in kids’ worlds while delivering on style, design and value.
Guests will notice a fresh look for the brand, too. Updated photography puts kids’ confidence, personality and individuality front and center, while a modernized logo, more expressive color palette, new tagline and monogram give Cat & Jack a fresh visual identity for a new generation.
After 10 years, Cat & Jack is building on the trust it has earned with families while giving today’s kids an even bigger voice in what comes next. The goal is simple: keep listening, keep evolving and keep creating clothes that help kids show up as themselves.
* Source: PWC
