'Skipped a few steps': Erin and Sara Foster on leaning into their fashion opportunity
The Glossy Podcast · with Erin and Sara Foster · January 20, 2021 · 40 min
Summary
Erin and Sara Foster, known for their entertainment careers, successfully launched their fashion brand, Favorite Daughter, via Centric Brands after a collaboration with Joe's Jeans. This episode explores their journey to scale the brand beyond their personal influence, tackling challenges like market saturation and imposter syndrome. It offers insights into navigating brand expansion, strategic partnerships, and differentiating in a competitive direct-to-consumer landscape.
Key takeaways
To build a sustainable brand, intentionally pivot from relying on founder influence to establishing independent brand recognition; the Fosters aim for customers to love Favorite Daughter for itself, not just because of their celebrity.
Despite initial success from personal following, actively strategize for broader market appeal through diverse marketing efforts and brand differentiation beyond social media.
When expanding, explore complementary product categories (e.g., footwear, jewelry, kids’ clothing) and consider omnichannel approaches, such as scouting physical retail locations, to reach new customer segments.
Leverage strategic collaborations and partnerships, like Favorite Daughter's with Joe's Jeans and Centric Brands, to gain manufacturing expertise, distribution channels, and immediate market entry.
Differentiate your brand in saturated markets by identifying unique value propositions and continuously innovating product offerings; the Fosters acknowledge the need to stand out.
Erin and Sara Foster are used to being described as writers, producers, actors, entrepreneurs, maybe influencers -- but “fashion brand founders” is a new one.
“I think it’s a combination of imposter syndrome and of, like, ‘Wait, pinch me, we have a fashion brand,’” said Sara Foster, upon being caught off-guard by her Glossy Podcast introduction.
After a successful collaboration with Joe’s Jeans in 2020, the sisters launched their apparel brand, Favorite Daughter, through Joe’s founder Centric Brands on December 1. They’re now focused on taking it to the next level, starting with reaching shoppers beyond their Instagram follower base (which, combined, tops 1 million).
“Right now, people are buying Favorite Daughter because of us. But we don't want that to continue for the long term,” said Erin Foster. “We want people to find Favorite Daughter and like it because they just like it -- and maybe they know that we're behind it, and maybe they don't.”
After launching with a focus on women’s ready-to-wear and DTC online sales, the founders have been busy with expansion plans. They’re currently considering brand collaborations in the footwear and jewelry categories, as well as eying the kids’ clothing space and scouting locations for potential stores.
“We know that we have to find ways to separate ourselves in this totally oversaturated market,” said Sara Foster.
Along with strategies for differentiating, the founders also discussed their “privileged” path in fashion and the lessons they’ve learned from fellow female leaders.
To build a sustainable brand, intentionally pivot from relying on founder influence to establishing independent brand recognition; the Fosters aim for customers to love Favorite Daughter for itself, not just because of their celebrity.
What does this episode say about brand & content?
Despite initial success from personal following, actively strategize for broader market appeal through diverse marketing efforts and brand differentiation beyond social media.
What does this episode say about founder & leadership?
When expanding, explore complementary product categories (e.g., footwear, jewelry, kids’ clothing) and consider omnichannel approaches, such as scouting physical retail locations, to reach new customer segments.
What does this episode say about dtc strategy?
Leverage strategic collaborations and partnerships, like Favorite Daughter's with Joe's Jeans and Centric Brands, to gain manufacturing expertise, distribution channels, and immediate market entry.
What does this episode say about dtc strategy?
Differentiate your brand in saturated markets by identifying unique value propositions and continuously innovating product offerings; the Fosters acknowledge the need to stand out.
