How is the entire digital presence of a fashion brand managed? Rita Pico, Team Lead Digital Design & Digital Content at Calida, is at the center of this question. In her position, she is responsible for all visual communication – from the conception of large e-commerce shoots to strategic content planning for social media. This insight highlights the complex processes in fashion communication: the need to always think a season in advance, the essential role of trend and inspiration research, and the changes in the creative process through the use of artificial intelligence. Rita Pico shares her perspective on what skills really matter in this dynamic field and why authenticity is essential for designers.
What is behind the job of Team Lead Digital Design & Content Manager Marketing?
As Team Lead Digital Design & Digital Content, I lead a small creative team in Bruckmühl. Our tasks cover the entire range of digital content: newsletters, visual communication for all channels, website and social media support.
An important focus is on optimal product presentation. This ranges from the image idea to the e-commerce shoot to the final preparation for the online shop. In short: We design, plan and produce all visual content that shapes Calida’s digital brand presence.
We do large e-commerce shoots with models twice a year – always one season in advance. This means that we constantly have to think in two time frames at the same time: We work with the current products for the current campaigns (newsletter, social media) and at the same time we develop content for the collection after next. This preview is valuable because it allows us to get to know the upcoming collections very well and to create even better content for the current season.
What are your interfaces? Do you work closely with marketing?
Our team is part of marketing and we work closely with our colleagues in Sursee. We receive briefings and campaign plans for each season.
As soon as this information is available, we will immediately start the creative implementation. Let’s take Valentine’s Day as an example: We know which products and colors are the focus. Based on this, we develop a visual concept – including appropriate typography, color scheme and presentation style.
We primarily use material from our image and e-commerce shoots. If we are missing something specific – such as certain detailed shots or scenes – we plan additional shoots, often without models, to specifically highlight products or styles. Developing the campaigns requires close collaboration with our marketing colleagues in advance.
Where do you look for inspiration for the collections?
We always start with the proto collection that we receive from the Head of Design. The design team is heavily oriented towards international fashion shows, as trends, colors and materials can be recognized there at an early stage.
Other important sources are trend platforms with analyzes and reports as well as social media channels such as Instagram, Pinterest or Arena. There we can quickly see which styles and visual approaches are currently working.
It is crucial for my team to consciously plan time for research and inspiration. I usually start my working day with around 30 minutes of inspiration: I scour social media, news and specialized platforms. For us, this is part of everyday life as a designer in order to stay creative, fresh and well informed.
How did you get your job?
I have always been interested in fashion and design; my father is an architect, which sharpened my eye for shapes and aesthetics at an early age. I studied communication and later fashion communication. Studying is of course important – but it is just as important to gain practical experience early on. Internships are very advisable and important; you gain important impressions and learn a lot about the tasks and processes in the fashion industry.
Your own portfolio also plays a big role. It should show who you are, how you think and what you can do creatively. It’s not just your education or what’s on your CV that counts – but above all what you can present visually. When we review applications for our team, we pay particular attention to the visual quality of the portfolio. It should be well designed, clearly structured and meaningful. Your own image to the outside world is incredibly important, especially in design, marketing and fashion. A good image, internships if possible. This is the best way to find your place in an international fashion company.
What skills and abilities do you need in your job?
One of the most important skills is a good eye – a sense of aesthetics. To develop this sense, it is very helpful to be regularly exposed to art, photography and creative projects. For me, it is crucial to remain curious and also observe other areas that are connected to fashion: design, architecture, even the furniture or cultural industries.
In addition to creative talent, you also need technical skills. Especially today, with topics like AI, it is an advantage to be well versed in various programs and to be keen to learn new things in the area.
And you shouldn’t forget: You bring a lot of what you experience in everyday life into the team and into creative processes later. For example, if you spot something exciting on the street or in a shop window on a weekend trip – these are all impressions that can trigger ideas later. It is important to be inspired and then to incorporate all these impressions into the creative process later, so it becomes much more lively.
AI has become very relevant in recent years, how does it affect your job now?
We are already working closely with AI tools, especially in the area of our e-commerce shoots. We already use AI images for some product series, currently in collaboration with an external agency. We see AI as a great opportunity and are actively experimenting with its possibilities, be it AI images with models or new visual styles.
I think it’s great when applicants already show their own AI experiments in their portfolio. You don’t have to be a professional; What is crucial is curiosity and the willingness to implement your own ideas with these tools.
Are you afraid that AI could take over your job?
I’m not afraid of AI. I see it as a helpful tool for support. But AI is not human. A machine cannot replace what we really need as designers – our own aesthetic sense and authenticity. Creativity, feeling, personality come from people. Designers need to develop their own style and creative signature.
What are your daily tasks that you have to do?
A large part of my daily work consists of keeping up with current trends. This is an integral part of my day – both for projects I’m currently working on and for future campaigns. For example, we are already planning the Christmas campaign for next year. Now is exactly the right time to gather inspiration for this. This part probably makes up 40% of my everyday work.
The second major area is the coordination of my team. We work on many different topics at the same time: newsletters, shootings, paid media assets, social media content and much more. It’s important to me that all the content we produce fits the brand and creates a harmonious overall picture – no matter which channel it appears on. For me it’s really important to control the brand so that all the content we create for the brand forms a harmonious whole in every channel. I also organize projects and work on many projects in detail.
What do you like to do most in your job?
The shoots are among the largest and most important projects. They require a lot of planning and coordination, both internally and with external partners. The feeling of achievement when you see the final, coherent images after all the preparation is incredibly fulfilling.
As a final question, why did you choose to work at CALIDA and not another company?
I really enjoy working at CALIDA and I consciously chose the company. Calida is a European brand with European production. This means shorter routes, more transparency and more sustainable production. The high quality of the materials and the demand for sustainability are noticeable throughout the company – that was a main reason for my decision.
I personally really like the products. For me it is important to stand behind the brand. This is very important for me personally, because I used to work for brands whose products didn’t convince me – and there’s just a bit of motivation missing. With CALIDA it’s completely different: I can wear the products with a good feeling and recommend them to others.