Favorite Girl Opens First Standalone Store in Beverly Hills
Known throughout the entertainment world as actresses and writers, multi-talented sisters Erin and Sara Foster unveiled the first physical store in Beverly Hills on Monday for Favorite Daughter, their high-end women’s ready-to-wear collection. The 1,000 square foot unit that is a mix of colors, textures, art deco furniture and even a fancy feather chandelier.
The Fosters, who launched Favorite Daughter in December 2020 during the Covid 19 pandemic, starred in the 2015 reality TV parody, “Barely Famous” and are the hosts of the world’s first podcast.
The idea for the store is a physical manifestation of their dream closets, inspired by pieces from their own wardrobe, things they would like to see in their closets or items in their closets that they would like to redo, but in better.
âOur pants came out just as the Row pants were coming out,â said Sara, referring to the understated luxury label revered for its impeccable tailoring and launched by this other duo of Hollywood sisters, Mary-Kate and Ashley Olsen. âTheir is $ 1,200. Ours cost $ 300 and are of such great quality that they really hit and take off. We’re always trying to find that balance and make sure we can anticipate the big sales that came with the Favorite pants and the Jamie sweater, which were also a huge hit for us. They both sold out.
Favorite Girl isn’t fast fashion, it’s affordable luxury, the Fosters pointed out. âOur goal is that you don’t have to go out and buy those $ 1,800 brand name pants. Go get those of my favorite daughter. Whether it’s pants, coats, or denim, we really want to be that go-to brand because we are price conscious and want to be seen as a more affordable brand, even though the prices aren’t cheap.
The sisters have differing tastes, but both approve of each design, although negotiations are necessary.
“We all have different styles
together and we dress differently. We don’t trust each other to send us fittings, âsaid Erin Foster. âWe always have a hem cut or a specific fit that Sara prefers or that I prefer, so we both like being in the room so we can kind of balance it out. We will divide and conquer that way. At the end of the day, the designer makes the call. We always defer to our designer.
âErin and I aren’t designers, so we don’t go to these fittings and act like we are,â said Sara Foster. âOf course we have our opinions and ideas on what we want the clothes to look like, but in the end, we defer to our designer Carla. [Calvelo], who is the adult in the room. If we don’t agree on a sleeve length, we say, okay, Carla, what makes sense here. And she will generally agree with me.
âShe definitely agrees with me more,â Erin said.
The sisters said that while they represent different style preferences, it allows them to cater to a wider range of consumers. âSara really loves tall girl jeans and she wants the crotch of the denim and the pants to be awesome, super long, and there is quite a customer for that,â Erin said. âOur little sister Jordan is our style director, and she’s 5’4 ” – she wants jeans that fit her.
âIt’s not as easy as cutting your jeans because the crotch hangs too low then,â Sara said. âWe’re starting to work on our popular styles of jeans, like the Valentina, which is kind of big girl jeans. We are going to start making them in shortie versions.
The brand has grown through word of mouth based on the precise cuts of pants and jeans, and the quality of the materials, delicious cashmere blend sweaters such as the bestselling Jamie with matching scarf and the wool blazer The City with ribbed cotton / cashmere cuffs and delicate stitching details.
âThis store is an opportunity for the customer to come in and really see the quality because we are always a new brand and we always prove ourselves with quality,â said Erin Foster. âIt takes time to retain a customer who says, ‘I love Favorite Daughter sweaters, or the pants always look great on me.’ We always earn people’s loyalty and this store is a great way to prove it. We plan to spend a lot of time in the store. Getting customer feedback is so important to us. We really appreciate it and take it to heart. It affects our decision making.
âA brick and mortar model amplifies your DTC business because you really have to earn your way with the customer and we really pride ourselves on the quality and the usability,â added Sara Foster. âI think when you’re a new business and someone sees a $ 300 cashmere sweater, they’re like, ‘I need to know, is that itchy? “What is the quality?”
The store, which is located at 346 North Beverly Drive, crowns a successful nationwide tour of pop-up shops at Graduate Hotels that demonstrated enthusiasm for a girl’s favorite brick and mortar experience.
The space was imagined in partnership with Fai Khadra, who designed the offices for Kanye West, and features curved arcades and geometric cutouts that divide the retail space into a series of nooks housing the collection, living room and changing rooms. The one-of-a-kind floral chandelier, created by Maurice Harris of Bloom & Plume, serves as the focal point of the space.
Erin and Sara, whose famous father, music producer David Foster, is married to singer Catherine McPhee, understand that they are newbies in a hyper-competitive industry. They can come across as humble when they talk about the women’s fashion space – the last thing they want to be seen as Hollywood offspring is called.
But make no mistake, the sisters have big ambitions. âWe want to expand into other categories absolutely, but we really want to be aware that we are able to nail down one category before we expand to others,â Erin said. âFrom the start of the first conversations in this profession, Favorite Daughter obviously lends itself so well to other categories.
âI think the next obvious area to tackle is kids, ahead of men,â Sara said. âKids is an area where we have already tested the market with t-shirts and little girls – it just makes sense to us, and frankly I have two daughters and there aren’t many girls. ‘places to go. It’s really limited. I took mental notes for many years to dress my daughters, so it makes sense to us in the next couple of years.
âWe’re really lucky because our company is a joint venture with Centric Brands,â Erin said. “They have so many resources, we were able to launch denim at the same time as we launched the rest of the collection and denim has been a huge part of our business.”
âWe are very involved in this business. We are in every fitting, we participate in every design decision and we participate in every photo shoot. We’re really embedded in this process, so we want to make sure that we never over-promise or under-promise, so we don’t want to grow too quickly. We are always earning our place in the female retail space, so we really want to do it conscientiously and make every decision truly conscientious, not just developing a brand for the business, but really thinking about the customer at all times.
The Fosters see collaborations as a way to test the waters, and if consumer demand is there, they’ll consider launching the category themselves. For example, Favorite Daughter will be announcing a shoe collaboration soon, Erin said, adding, âIt’s going into this territory to see if our customer wants to buy shoes from us. Hope they do.
Two upcoming encounters include partnerships with high-end jewelry designer Jennifer Meyer and ready-to-wear designer Roxanne Assouline. âWe know we are in an oversaturated market,â said Sara. âWe have always believed that interesting collaborations could set us apart. “