Launched by former fashion designer Adriana Marie in 2014, AMCONYC is a bi-continental event production and public relations company dedicated to support the growth of rising fashion brands and entrepreneurs. Since its early beginning, AMCONYC has been facilitating a connection between emerging designers to industry pundits, while Marie has been providing her clients with professional and educational support, and constantly coming up with new opportunities for them to effectively grow their businesses. Through its wide range of services, AMCONYC offers young designers and brands the opportunity to showcase their collections during New York Fashion Week to industry professionals through fashion shows, pop-up retail stores, buyers and influencer events, and experiential activations. We caught up with Marie to discuss building her company, deciding on the services provided, and supporting emerging talent.
What is your background and what were you doing before AMCONYC?
I was a designer for eight years and got my start working in the corporate fashion world. It wasn’t long into that goal attained that I knew there was more to offer and more I could do so, I created a namesake line called Adriana Marie Co. My customers gave it the nickname AMco.
Did you intend from the beginning to offer this range of services or did you focus on one and slowly built up from there?
The inception of AMCONYC was undoubtedly organic. It began with producing my own events then my peers wanting the same professional experience that was affordable and inclusive of PR, sales and marketing. As the demand grew, we started to offer more services and since everyone on the team has over a decade of experience in their field it was an easy decision.
I think you are the first PR agency I have ever heard producing its own show within NYFW. How did you choose to include it in your services?
Thank you for noticing. We stay ahead of the curve, and often times see other companies using those ideas for their following seasons. I wouldn’t say we choose to include it. I would say those services go hand in hand.
You have an impressive team surrounding you. How easy was it convincing people with established careers contribute to a young endeavor?
When you truly believe in your product (whatever that is), the people around you can sense that. I’ve had pretty much the same team since I started my clothing line 8 years back. For them to come on board and expand their careers within AMCONYC was a very natural progression. The team knows that I expect communication, execution and ownership of their divisions, and they know I will push them to find their best work each season. I think this is one of the main reasons the team didn’t need any convincing when AMCONYC was formed.
What is the first thing you notice to a new designer submitting their work?
The first thing I notice is their needs. It most certainly changes per designer. No two are alike, and we understand that detail.
From presentations to catwalks to editorial opportunities, which do you find the most efficient channel for a designer starting out?
I think they are all important in the process as a whole. There is no doubt that digital outlets are taking the spotlight. Having a showcase and being able to place the actual product in front of key pundits is crucial. There is a lot of chatter that runway is dead, but the truth of the matter is that runway is the single way for a collection to be showcased to the world on a human body.
You have branch offices in LA in London, as well. Are the services you offer modified or adapted based on location and the different communication needs of your clients in each?
Yes, we custom-tailor each offering to each brand. It is a bit more work, but it yields more results for the brands, and that is where our interests lie; with the designer’s success. Most of our business is from word of mouth and our reputation.
You have also incorporated e-commerce into your website. In what ways did you see it fit with the services you offer and your business in general?
It’s important to support emerging brands how we can, and offering a place for buyers and consumers to check out the pieces and make purchases is key to their success.
As a self-made business owner yourself, though in another sector, in what ways do you identify with the struggles young brands face?
There are struggles with every business; any entrepreneur will tell you that. A successful entrepreneur will tell you that it’s getting through those hurdles what turns those struggles into lessons, and those lessons turn to experience. Embracing the hard times is much more important than celebrating the easy ones.
How do you envision AMCONYC to grow?
Stay tuned, keep your eyes peeled and keep visiting us at AMCONYC…you won’t want to miss what we have coming up!
www.amconyc.com
Images © Meera Fox, Rick Badillo, Tye Martin, Noel Valero
