Armadio is an e-commerce marketplace that gives fashion lovers direct access to the workshops of the finest leather artisans in Italy (who create for the big fashion houses like Gucci, Prada and Versace). The platform offers local Italian craftsmen an online distribution channel for their designs, without any middlemen or luxury markup, providing the American consumer with authentic, high-quality leather goods that could normally only be found by walking the streets of Tuscany (at 70% of the retail price).

AMP3 PR was brought on to handle the launch of this innovative fashion/tech startup that is seeking to disrupt the luxury fashion market. We began by promoting the pre-launch of the site, which included a referral program that allowed consumers to earn free merchandise by referring friends to sign-up for the platform. During this phase, we synergized with style bloggers and influencers to promote the upcoming launch of the site through their social media audiences. For phase two, we approached key digital fashion editors with details on the initial set of artisans and products that would launch when the site went live and we partnered with more influencers primarily on Instagram (who also promoted the launch via their blogs, Twitter and Facebook campaigns).