We’re thrilled to announce the return of our annual SXSW Spotlight Series!
Our first interview is in partnership with Decoded Fashion and features contemporary fashion labels Theory and Helmut Lang’s Vice President Global Digital Creative, Ryan Brockington. Let’s get right into it…
FN: As the VP Global Digital Creative at Theory & Helmut Lang, what does your job consist of day to day?
RB: I lead the digital studio, content and social teams to ideate, create and execute direct to consumer collateral. Anything from an on-site photoshoot to support our upcoming Spring collection on Theory.com to a social influencer lounge captured live via Instagram minutes before our Fashion Week presentation in New York. Other areas of focus are working closely with cross-channel partners to incorporate key items and statements across all channels. This comes alive when we get behind a big trend like ‘The Spring Suede Trench’ or a fabric we truly believe in like our newest Men’s hero vertical ‘Neoteric.’ Overall, Theory has a mentality of ‘wear it now, wear it forever,’ and that’s what I try to convey to the digital customer everyday.
FN: What are some of the guiding principles you follow when it comes to Digital at Theory & Helmut Lang?
RB: One thing many people in the digital space believe in, is taking the opportunity to fail is the key to success. Fail big, fail fast and then move on. Try different and curiously passionate ways of solving a problem long enough, and one of those experiments will result in fireworks.
When testing this principle in the world of fashion, the thing I remind my coworkers is how long a piece of content exists. If consumers don’t like it, they click away, and do something else. Then tomorrow, we can try again. At Theory, we believe that streamlining your life to spend more time on what truly matters is the key to living. The only way to streamline, is to try things in different ways until one way outperforms the other.
FN: How important is innovation for you and what are you most excited about in digital right now?
RB: I believe that innovation should be important in any vertical of business.
Way before the internet, fashion designers were hacking machines to fuse polarizing fabrics together, resulting in never-before-seen garments. Harnessing that kind of creativity with the help of digital designers, engineers, crowd-sourcing, social commerce and multi-demensional printing materials is the excitement that drives me to my desk every morning.
The hard part about innovation, is making it a priority. My advice to anyone looking to push the innovation layer of fashion is to just push and keep pushing. People will tell you no. People will tell you it’s not a priority. Other people are the most toxic ingredient in another person’s influence on innovation.
My goal is to fundamentally change the way people interact with fashion brands online. That can’t happen without innovation.
FN: What are the three top pieces of advice you’d give to emerging fashion brands looking to build their social presence?
RB: 1) Know who you are. Develop a solid tone of voice that is genuine and unique. Where would your brand go on vacation? What’s your brands purpose?
2) Be a part of the conversation, don’t just try to start a conversation. The more people engage with your brand, in any channel, the more they feel like they know you. Confirm to your audience that they are correct. Bring them into your world, and when invited, step into theirs.
3) Don’t try to be everywhere. If your brand is should be on SnapChat, then be on SnapChat. Don’t feel like you need to support every channel unless you have a strategy to do so.
FN: Who are some social influencers that you’re following right now?
RB: Instagram:
- Shamekh Bluwi – An amazing visual artist who mashes everyday landscapes with fashion cutouts.
- Tony Futura – An artists who mixes still life with over-saturated humour
- Pintrill – I’m mildly obsessed with pins at the moment, and these guys are killing the pin game.
- Mressentialist – A simple yet eccentric menswear blogger who has an amazing eye
SnapChat:
- Mashable – They have had the snapchat game down since day one
- Refinery29 – Perfect platform for their bite-sized storytelling
Thanks Ryan for your time with us!
Find out more about Ryan here & following him on Instagram here.
