Favorite Daughter uses creator content to boost growth since 2020 launch
Favorite Daughter, a women’s clothing brand launched in 2020 by sisters Erin and Sara Foster, says creator-led content is driving its growth. In one Instagram post, Galvan showcases five work shirts she calls 1,000,000% worth the money. The brand began working with creators ahead of its National Daughters Day campaign on September 25.
Favorite Daughter appointed Laura Galvan as its dedicated social-media head, and she appears in multiple videos each week.
“The intent really wasn’t for [Galvan] to be public-facing,” Jennifer Stender Hawkins, EVP of Favorite Daughter and Centric Brands said.
“I think there’s not much [that’s] more important than having a creator on staff,” Jennifer Stender Hawkins, EVP of Favorite Daughter and Centric Brands said.
Creator partnerships have been used by retailers for years, but recent months have seen a surge in formal programs.
What we know
Favorite Daughter launched in 2020.
National Daughters Day campaign occurs on September 25.
In one Instagram post, Laura Galvan showcases five work shirts described as 1,000,000% worth the money.
Brands’ creator budgets increased 33% year over year.
U.S. brands are expected to spend $13.7 billion on influencer marketing by 2027.