The Glossy Podcast: Episode Summary

Title: Same Founders Shay Marie and Ryan Horne on Building a Booming 'Influencer Brand'

Release Date: December 11, 2024

Introduction

In this engaging episode of The Glossy Podcast, host Jill Manoff sits down with Shay Marie, an original influencer turned brand founder, and Ryan Horne, co-founder and Chief Operating Officer of Same. Established in 2015, Same quickly became a standout in the influencer-founded brand landscape, initially focusing on swimwear and attracting celebrities like Hailey Bieber and Kendall Jenner. As the brand approaches its tenth anniversary, it has successfully expanded into various categories including denim, resort wear, and children's apparel. Jill delves into the dynamics of Same’s growth, the synergy between Shay’s personal following and Same’s customer base, and the strategies fueling their sustained success.

Founders' Journey and Brand Origin

At the onset ([00:05]), Jill introduces Shay Marie and Ryan Horne, highlighting Same's early success in the swimwear market. Shay recounts her beginnings at [01:30], explaining how she transitioned from an aspiring fashion enthusiast in Los Angeles to a prominent influencer. Before Instagram’s rise, Shay built a personal website to serve as an online resume, which unexpectedly ballooned to a million views a day. Initially intended to showcase inspiration and personal style through magazine cutouts, the site organically evolved into a hub for Shay’s unique bohemian fashion showcases, inadvertently turning her into a fashion influencer.

Establishing Same as a Brand

Shay discusses the inception of Same at [05:26], emphasizing her desire to create a lasting brand beyond the fleeting nature of social media fame. Partnering with Ryan, who had extensive experience in swimwear manufacturing ([06:04]), they co-founded Same with a mission to elevate swimwear into a respected fashion category. Their first product—a distinctive, recognizable swim suit—was designed to stand out online without relying on overt branding elements, establishing a strong brand identity from the outset.

Differentiating in a Competitive Market

When addressing competition ([08:34]), Shay and Ryan elaborate on how Same has maintained its uniqueness amidst a surge of new swimwear brands, particularly during the pandemic. Ryan highlights at [09:04] that Same's commitment to innovative design and superior quality has allowed them to set trends rather than follow them. For example, Same was among the first to incorporate hardware elements into swimwear, enabling versatile styling that transitions effortlessly from day to night wear. This dedication to design excellence has set Same apart from other influencer-driven brands, ensuring longevity and a broad customer appeal.

Expansion into New Categories

By [14:08], the conversation shifts to Same's strategic expansion into new apparel categories such as denim and ready-to-wear clothing. Shay explains that this growth is driven by evolving customer needs and personal life changes, like Ryan’s experience as a new father. This led to the creation of Samezies—a children’s apparel line designed for "mommy and me" moments popular on social media. This expansion reflects Same's ability to adapt and grow organically, aligning with their customers’ lifestyles and demands.

Marketing Strategies and Organic Growth

Shay details Same's marketing approach at [13:01], emphasizing their reliance on organic growth through user-generated content (UGC) and celebrity endorsements without initial investments in digital advertising or influencer collaborations. This strategy fostered authentic brand love and loyalty. However, as Same has grown, they have begun to invest in digital ads and billboards to reach a broader audience while still valuing the organic promotion that has been central to their success.

Notable Moments and Brand Recognition

A pivotal moment for Same, as Shay shares at [14:05], was when Kendall Jenner wore their swim suit on a yacht with Harry Styles, garnering significant media attention. Ryan adds that having Beyoncé wear Same was a major "pinch me" moment ([13:54]), significantly boosting the brand’s visibility and prestige. These high-profile endorsements have been instrumental in cementing Same’s reputation in the fashion industry.

Team Growth and Operational Challenges

As Same's revenue and sales have surged, Shay acknowledges the challenges in scaling their team at [25:44]. Despite tripling and quadrupling sales annually, the team remains small, consisting of about ten core members and additional freelancers. Ryan explains at [27:59] that finding the right people who inherently understand and align with Same’s aesthetic and mission is more challenging than simply increasing headcount. They prioritize hiring individuals who embody the brand’s vision, ensuring cohesive and efficient operations even as the company grows.

Future Plans and Retail Expansion

Looking ahead, Shay and Ryan discuss plans to open physical stores in iconic fashion hubs like the Miami Design District and SoHo, New York ([34:08]). Shay elaborates that they are meticulously searching for the perfect space to reflect Same’s aesthetic and attract the right clientele. The founders are committed to maintaining their self-funded growth model, avoiding outside investments to preserve creative and operational control. This strategy allows them to make strategic growth decisions aligned with their brand values and long-term vision.

Maintaining Brand Integrity

Shay underscores Same’s commitment to attainable luxury at [07:30], ensuring their products remain accessible while upholding high quality and design standards. They limit the number of sales and promotions to avoid being perceived as a discount brand, thus maintaining the brand’s exclusivity and desirability. This approach has proven effective, as evidenced by the rapid sell-out of their holiday dresses during limited sales events ([28:38]).

Conclusion

In closing, Shay and Ryan express heartfelt gratitude toward their loyal customers and reiterate their dedication to organic growth, product excellence, and thoughtful expansion into new categories. Jill commends their efforts, and the episode concludes with mutual well-wishes and excitement for Same's future endeavors. Their journey exemplifies how influencer-driven brands can achieve sustainable success through innovation, quality, and genuine customer engagement.

Notable Quotes

• Shay Marie [01:30]: “I had no idea what it was going to become. And it just happened to be kind of right around the same time that there's a group of other girls, there's probably about 10 of us who are starting to share their inspiration.”

• Ryan Horn [09:04]: “We were one of the first well-known brands to start using hardware in the way that we were using it to have pieces that really transition tonight super easily.”

• Shay Marie [12:34]: “There shouldn't be an age on feeling beautiful and fashion forward and chic.”

• Ryan Horn [25:44]: “Our team has not grown to match that. It is also it's hard finding the right team and that's the harder part.”

• Shay Marie [30:35]: “It's all terrifying. And it's even more terrifying too because it all, it is all self funded.”

Key Takeaways

• Innovative Design: Same differentiates itself through creative and high-quality designs, setting trends rather than following them.

• Organic Growth: The brand has successfully relied on organic marketing strategies and user-generated content to build a loyal customer base.

• Strategic Expansion: Same's thoughtful expansion into new categories like denim and children's apparel responds to evolving customer needs and personal life changes of the founders.

• Team and Operations: Scaling the team while maintaining brand integrity poses challenges, necessitating the recruitment of individuals who deeply understand and align with Same’s vision.

• Future Focus: Same plans to open physical stores in key fashion districts while maintaining a self-funded growth model to preserve creative control and strategic direction.

Overall Impact

Same stands as a prime example of how influencer-driven brands can achieve sustainable success by prioritizing quality, innovation, and authentic customer engagement. Shay Marie and Ryan Horne illustrate the importance of adapting to market demands, maintaining brand integrity, and fostering a dedicated team to drive a brand’s growth and longevity.