Amaro invented Brazil's DNVB model — digital-first womenswear with Guide Shop showrooms, on-demand manufacturing, and performance marketing native to Latin American e-commerce.
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See all ads on AdLibrary →Amaro, founded in 2012 in São Paulo by Jordan Benchmark and Dominique Oliver, is Brazil's leading digitally native vertical brand (DNVB) in women's fashion. It pioneered the 'Guide Shop' concept — physical showrooms where consumers discover and try on clothes then order online for home delivery — creating a unique omnichannel DTC model in Latin America.
Amaro's advertising is digital-performance-first: Meta campaigns, Google Shopping, and influencer co-creation drive measurable DTC revenue. The Guide Shop model generates offline-to-online attribution, making their marketing analytics more sophisticated than typical fashion retailers. Explore Amaro ads on AdLibrary to study how Brazilian DNVBs structure full-funnel digital advertising.
Instagram is Amaro's primary acquisition channel — fashion micro-influencers at scale, shoppable posts, and product-tag stories drive DTC conversion. Facebook broad-match prospecting and custom-audience retargeting support the full purchase funnel. The brand's digital-native DNA means creative testing and iteration are core competencies.
Copy themes: 'fashion that fits your life,' on-demand availability, new arrivals (weekly drops), size inclusivity, and the Guide Shop try-before-buy experience. Tone is modern, accessible, and slightly irreverent — Brazilian millennial voice.
Amaro's Guide Shop concept solved the single biggest objection to online fashion: 'I can't try it on.' By making the store a showroom and fulfillment a digital operation, they reduced inventory risk while improving conversion. For DTC brands facing high return rates: offline discovery with online purchase is often more economically efficient than pure e-commerce.
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