Wednesday, August 17, 2022

Meet the Material Girl

 “18 years! That’s wild but I didn’t doubt I would last this long.  The only person who tried to scare me was my dad,” said Whitney Giordano Foster, the owner of Material Girls and Highland Park.  The two stores specialize in women's clothing.  

Whitney Giordano Foster

Whitney’s fondness for fashion began when she was just a girl.  “It seems silly, but I kept a little notebook as I was growing up of what I wore each day, styling my clothing so I didn’t overlap.  That was at a young, young age,” said the Material Girl.  The college coed kept collecting ideas and notes as she studied at USM.  The dreams became reality as she opened her first store in 2004, a year before she graduated from college.

How did she come up with the Material Girls name? Whitney, her mom, and her aunt went through “a bunch of ideas” but she thought of the name because she liked Madonna when she was a little girl. 

Oddly enough, Material Girls was not going to be a clothing store but more of a boutique selling jewelry, home furnishings, and gifts.  However, the Material Girl soon realized her passion was clothing so she scotched the original plans and focused on her true love. 

As for the father who tried to scare her out of opening her first store, Robert Giordano walked with his daughter into the bank to get her first loans from Trustmark.  Sadly, he passed away in 2006 but his legacy remains in her success.

She opened one of the first stores in Dogwood Festival. “I was there when Dogwood was just mud and plans.  One of my mom’s friends worked at Saks and Belks as a floor designer.  He designed the floor plan for the first Material Girls store.  Developing floor plans was quite the education for Ms. Giordano.


 
She learned about key features such as placing items at the customer’s eye level, establishing the flow of the store, and where customers were going to shop.  She said she found out how little she knew in watching her mom’s friend design her store.  However, she feels comfortable in designing her stores now after several openings.  She became adept at recognizing mistakes others make in floor design.  “Too many  stores don’t utilize eye levels.  I like having brand recognition or themes grouped together.  For example, Mississippi State colors are grouped together,” said Whitney. 

The Material Girl grew as she learned.  The store moved to a newer site on Market Street.  The store stayed there for five years before moving to its current free standing site in the Market Street parking lot.  However, there has been one small change.  The Material Girls store graduated to Highland Park.

While Material Girls focused on women in their teens to early-30’s, Highland Park caters to “the working mom,” said Whitney.  The clothing is more conservative.  She said “You graduate from Material Girls to Highland Park.”  There are Highland Park stores at Dogwood Festival and Renaissance while the only remaining Material Girls hums along at Renaissance. 


 Whitney has fifty employees.  The combined area of her three stores and warehouse is 16,000 square feet.  Her stores even offer their own private labels. 

It is said the only constant is change as Whitney soon learned. “Every time I think I’ve got it down, things change.  What’s funny is clothes I started with such as skinny jeans 18 years ago are coming back in style.  Styles always come back.  The 90’s fashion is coming back.  Next it will be the 2000’s fashion. Wait a second,” Ms. Foster pauses as she realized “that’s when I graduated from high school.” 

The real challenge, she discovered, is staying on top.  Whitney may have found success, but she remains lean and hungry.    “Nothing is put in this store without growing through me.  I am fully involved from start to finish at the store.  I do all the buying although I do have two assistant buyers,” she said. 

One major change in retail marketing is the rise of social media.  Social media such as Instagram and Facebook quickly grew from sites to exchange family photographs to major marketing tools for small businesses such as Material Girls.  Whitney was one of the first local retailers to take advantage of social media.  The Material Girls Instagram page has over 70,000 followers while Highland Park has over 26,000 followers.

“I wondered how we were going to show people (on social media) what we have in our stores.  When I started posting such pictures, Facebook just blew up," said Whitney.  She primarily uses Instagram to push her wares as it seems to be what the women in her age group use. 

Whitney would like to expand but wants to stay in her community.  She opened stores in Hattiesburg and Oxford but such expansion proved to be a mistake.  She felt very disconnected because she tends to be “hand on” with her businesses.  “When I opened Hattiesburg, I was straight out of college.  I was still involved and went down there often,” said Whitney.  Operating an Oxford store proved to be tough as it consumed her time, taking her away from her core business.

While styles change, employees change as well.  The employees she hired in the 2000’s tended to be “people persons.”  She said those employees are now attorneys and nurse practitioners.  They worked hard and grew.  The girls who come in today act is if they can not talk to people sometimes.  “They don’t connect with customers as easily.  It’s harder to get them out of their comfort zone,” said Whitney.  She agreed social media probably has something to do with these new trends.

Despite the changes, the work ethic is the same.  Employees are put through a trial period.  Some girls think the stores will be like a sorority – all fun and games.  A little bit of customer service, a little bit of modeling for social media, and hopefully a little bit of going to market.  Such fantasies are soon disabused. Whitney said “Sometimes the younger ones realize real quick it’s going to be much harder than they though it would be.  For example, the store needs to stay clean and they are going to be the ones cleaning it. I don’t think some of them get that,” she said.  Indeed, one employee steam-pressed dresses during the interview, standard operating procedure for all dresses before placing them on the floor for sale.

Only a fool would ignore online competition and Mrs. Foster is no fool.  She respects but is not intimidated by the Amazons.  Her stores offer online shopping, supported by a 6,000 square foot warehouse near Costco.  Customers can click on a picture in social media or the website, order immediately, and pick up at store or have shipped to the home.  30% of Highland Park and Material Girls sales are online. 

She said she doesn’t try to compete against the Amazons.  “I’m not them. You want cheaper, the best deal, I’d love for you to come shop my sale rack but I put a great deal of time into buying, planning, and taking care of my employees.  We ship Mississippi UPS so its ground, the next day.  If you want something and need it, you can call and come pick it up. If someone sees something online but its in the warehouse and not the store, we can make it happen for the customer,” continued Whitney. 


  While many businesses suffered during the pandemic, Whitney said sales remained the same although she and her staff worked much harder.  She said she was determined not to fold.  She said “When it’s yours, it’s yours.  I went in and said this is our game plan.” 

Make no mistake, her stores face challenges today. The economy is wild, taking business owners such as Whitney on a roller coaster ride at times.  News scares people and inflation has not yet hit her business.  Inventory challenges have been a bigger problem but most of her inventory ships from California.  “I feel like I’ve adapted well. My vendors help me out in beating shortages,” she said. 

Whitney remembered her father: “I had a good teacher, my dad.  He taught me to set goals for the day and make them.  Goals are closer than you think they are.  I’m big on you got to make mistakes to learn and grow.

 

Remember the steamer?

 

29 comments:

Anonymous said...

I don't know her personally but her longevity and success in some very unstable retail times is to be applauded. The friends we do have in common all speak highly of her.

Congrats on her success.

Anonymous said...

Gigidy Gigidy

Anonymous said...

Kingfish: how much did you get paid to write up this PR piece?

Kingfish said...

Nothing. Heaven forbid I should write feature articles on local businesses.

Anonymous said...

@11:27
Kingfish claims to be hetero so his payment was likely the time he was allowed to spend in her presence for the interview.

Anonymous said...

You didn’t write this and you know it.

Anonymous said...

And the point of this article is...

Anonymous said...

@11:53
The blogger thinks she is pretty.

Anonymous said...

There are some commenters that will gripe about anything. She’s done a good job with her business.

Anonymous said...

Good story. Thank you for writing it.

Anonymous said...

11:43: But YOU know this to be true...how? I sense a MG superfan. .

Anonymous said...

11:27 You read it so it worked.

Anonymous said...

I use to buy all of my wife's Christmas and birthday gifts from her when we were a little younger. She is a nice lady and customer service was fantastic. You young bucks wanna look like you have good taste, go to this place and check it out.

Anonymous said...

A successful free market American entrepreneur instead of the usual governmental lowlife subject matter. Hurrah!

Anonymous said...

Whitney is a smart, hard working, risk taking and articulate young woman. She should be recognized for how she has built her business and adjusted with the times. Her dad was very proud of her.

Anonymous said...

11:27- he was allowed to sniff her office chair

Anonymous said...

Nice read and success story. Glad to read something positive for once.

Anonymous said...

She looks a lot like her dad, God rest his soul. It's a good American success story.

Anonymous said...

How refreshing to read here.
Great local business success story.

1:49 you are sick and disgusting. Move on!

Anonymous said...

Whitney and her husband, Bradford, are both good people. Running a business in today's environment isn't easy -- supply chain issues, lack of competent help, Amazon, etc. I applaud their success and wish them years of future growth.

Anonymous said...

She is opening a Material Girls in downtown Brandon. Very proud she chose Brandon to open up and invest in. Also check her brother out he has a real estate company and he too has and is bringing alot to Brandon.

Anonymous said...

Great story, and an impressive lady. She did well staying away from Jackistan.

Anonymous said...

Who wrote this piece? It reads like a middle schooler wrote this for her school newspaper.

Anonymous said...


At least it's not yet another self-aggrandizing Robert St.John article.

Anonymous said...

Whitney, I’m so proud of you!!!!

Anonymous said...

She’s amazing and so supportive of other small business owners in the community!

Anonymous said...

The key to success in any business is to have rich parents. It’s just so much easier to take those big risks. Just as Jeff Bezos, Elon Musk, and Donald Trump.

And yeah I know that not every idiot with rich parents can turn a silver spoon into lasting success. Just ask Hunter Biden.

Anonymous said...

1:49 I almost spit out my Frosted Flakes lol I’m glad a positive story about local business was featured. I try to support local and will stop by her store for the Black Friday sale.

Anonymous said...

Incredible Taste, Vision, & Success Whitney! Ralph


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Trollfest '07 was such a success that Jackson Jambalaya will once again host Trollfest '09. Catch this great event which will leave NE Jackson & Fondren in flames. Othor Cain and his band, The Black Power Structure headline the night while Sonjay Poontang returns for an encore performance. Former Frank Melton bodyguard Marcus Wright makes his premier appearance at Trollfest singing "I'm a Sweet Transvestite" from "The Rocky Horror Picture Show." Kamikaze will sing his new hit, “How I sold out to da Man.” Robbie Bell again performs: “Mamas, don't let your babies grow up to be Bells” and “Any friend of Ed Peters is a friend of mine”. After the show, Ms. Bell will autograph copies of her mug shot photos. In a salute to “Dancing with the Stars”, Ms. Bell and Hinds County District Attorney Robert Smith will dance the Wango Tango.

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In the spirit of helping those who are less fortunate, Trollfest '09 adopts a cause for which a portion of the proceeds and donations will be donated: Keeping Frank Melton in his home. The “Keep Frank Melton From Being Homeless” booth will sell chances for five dollars to pin the tail on the jackass. John Reeves has graciously volunteered to be the jackass for this honorable excursion into saving Frank's ass. What's an ass between two friends after all? If Mr. Reeves is unable to um, perform, Speaker Billy McCoy has also volunteered as when the word “jackass” was mentioned he immediately ran as fast as he could to sign up.


In order to help clean up the legal profession, Adam Kilgore of the Mississippi Bar will be giving away free, round-trip plane tickets to the North Pole where they keep their bar complaint forms (which are NOT available online). If you don't want to go to the North Pole, you can enjoy Brant Brantley's (of the Mississippi Commission on Judicial Performance) free guided tours of the quicksand field over by High Street where all complaints against judges disappear. If for some reason you are unable to control yourself, never fear; Judge Houston Patton will operate his jail where no lawyers are needed or allowed as you just sit there for minutes... hours.... months...years until he decides he is tired of you sitting in his jail. Do not think Judge Patton is a bad judge however as he plans to serve free Mad Dog 20/20 to all inmates.

Trollfest '09 is a pet-friendly event as well. Feel free to bring your dog with you and do not worry if your pet gets hungry, as employees of the Jackson Zoo will be on hand to provide some of their animals as food when it gets to be feeding time for your little loved one.

Relax at the Fox News Tent. Since there are only three blonde reporters in Jackson (being blonde is a requirement for working at Fox News), Megan and Kathryn from WAPT and Wendy from WLBT will be on loan to Fox. To gain admittance to the VIP section, bring either your Republican Party ID card or a Rebel Flag. Bringing both and a torn-up Obama yard sign will entitle you to free drinks served by Megan, Wendy, and Kathryn. Get your tickets now. Since this is an event for trolls, no ID is required. Just bring the hate. Bring the family, Trollfest '09 is for EVERYONE!!!

This is definitely a Beaver production.


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Trollfest '07

Jackson Jambalaya is the home of Trollfest '07. Catch this great event which promises to leave NE Jackson & Fondren in flames. Sonjay Poontang and his band headline the night with a special steel cage, no time limit "loser must leave town" bout between Alan Lange and "Big Cat"Donna Ladd following afterwards. Kamikaze will perform his new song F*** Bush, he's still a _____. Did I mention there was no referee? Dr. Heddy Matthias and Lori Gregory will face off in the undercard dueling with dangling participles and other um, devices. Robbie Bell will perform Her two latest songs: My Best Friends are in the Media and Mama's, Don't Let Your Babies Grow up to be George Bell. Sid Salter of The Clarion-Ledger will host "Pin the Tail on the Trial Lawyer", sponsored by State Farm.

There will be a hugging booth where in exchange for your young son, Frank Melton will give you a loooong hug. Trollfest will have a dunking booth where Muhammed the terrorist will curse you to Allah as you try to hit a target that will drop him into a vat of pig grease. However, in the true spirit of Separate But Equal, Don Imus and someone from NE Jackson will also sit in the dunking booth for an equal amount of time. Tom Head will give a reading for two hours on why he can't figure out who the hell he is. Cliff Cargill will give lessons with his .80 caliber desert eagle, using Frank Melton photos as targets. Tackleberry will be on hand for an autograph session. KIM Waaaaaade will be passing out free titles and deeds to crackhouses formerly owned by The Wood Street Players.

If you get tired come relax at the Fox News Tent. To gain admittance to the VIP section, bring either your Republican Party ID card or a Rebel Flag. Bringing both will entitle you to free drinks.Get your tickets now. Since this is an event for trolls, no ID is required, just bring the hate. Bring the family, Trollfest '07 is for EVERYONE!!!

This is definitely a Beaver production.

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