We are always learning new ways to help fashion brands launch luxury products quicker, and now we have the best infrastructure to support us in our business.
Pau Montero Parés Chief Engineering Officer, Launchmetrics
  • About Launchmetrics

    Launchmetrics is a New York-based integrated marketing platform with digital analysis tools that help fashion designers and brands create successful product launches.

  • Benefits of AWS

    • Platform capacity increases 15x to handle international Fashion Week events
    • More time spent on innovation, with code releases in hours instead of months
    • Increased agility experienced by using AWS CloudFormation
  • Services used

Since 2006, Launchmetrics has helped fashion, luxury, and cosmetics brands launch their products, from conception to purchase. The company’s integrated marketing platform provides insights and predictive analytical tools that target industry influencers, increase exposure across news and media, and track that exposure to ascertain return on investment. Together, these activities ensure that a product launch is as successful as possible. It has always had strong growth ambitions and now its clients—brands like Christian Louboutin, DKNY, GAP, and Hugo Boss—make up 75 percent of the world’s largest apparel brands across the world.

Launchmetrics wanted to create a unique marketing service in the industry in the form of a 360-degree, launch-to-market strategy. Even as far back as a decade ago, customers’ demands regarding brand exposure and data collection required increasingly complex software. To manage this, Launchmetrics evolved using a strategy of innovation, merger, and acquisitions to diversify its portfolio. To properly integrate these newly acquired products into its wider infrastructure on an ad-hoc basis, Launchmetrics needed a highly available, elastic, and agile cloud infrastructure so that its marketing platform could scale to handle major fashion events. The potential to automate actions and free up developer time in the process would mean the company could experiment and innovate with new products. Finally, its cloud provider had to have a global presence to match the company’s ambitions.

Launchmetrics chose Amazon Web Services (AWS) and began gradually moving its infrastructure to the AWS Cloud. Since 2011, it has acquired seven new companies—and in the process integrated seven data centers and nine customer-facing, software-as-a-service products. Pau Montero Parés, chief engineering officer at Launchmetrics, says, “AWS has been a constant help in our growth. The amount of innovation at AWS is astonishing. We’re always examining new tools, technology, and practices to see what works best for our business. At the moment, we use about 30 AWS services.”

These include core services like Amazon Elastic Compute Cloud (Amazon EC2) for compute capacity, Amazon Simple Storage Service (Amazon S3) for large-scale object storage, and Amazon Relational Database Service (Amazon RDS) for an easy way to set up, operate, and scale a relational database in the cloud. Montero Parés highlights other services that have been critical to the company’s cloud transition. Launchmetrics uses AWS CloudFormation to create and reengineer complex developmental environments whenever the business requires it. “AWS CloudFormation is an instrumental part of the agility that comes with the AWS Cloud,” he says. “Using it allows us to create or eliminate new environments in a single click, saving a lot of hassles and costs. Environments for different tasks such as QA or data analysis are created on demand.” The company still maintains two physical data centers in Italy and France, which it connects to its AWS infrastructure using Amazon Virtual Private Cloud (Amazon VPC). “The reliability of Amazon VPC is great. Plus, it’s not expensive and it provides easy connectivity with our other on-premises datacenters in London, Milan, Hong Kong, and New York.”

Finally, Launchmetrics uses AWS Enterprise Support to protect its mission-critical workloads. “For me, AWS Enterprise Support is the most important element,” says Montero Parés. “We’re a small team, and sometimes we need help, which AWS always provides. We chose AWS Enterprise Support for its fast response times, because we have to be equally responsive to our own customers. Plus, because we have so many different projects and run so many proofs of concept, we wanted to establish a continuous relationship with the AWS support team. That way we can receive feedback on the tools we implement and the methodologies we use to help our engineering team as well as serve our clients better each day.”

Today, Launchmetrics can expand the capacity of its infrastructure by as much as 15 times during Fashion Weeks and other major events. Its infrastructure now has the high levels of availability and elasticity the company needs to handle more users who are accessing its platform and being redirected to designers’ online profiles and sites. “Before choosing AWS, we worked hard to predict the incoming load and had to start months in advance to buy expensive hardware and set them up, which cost us precious time,” says Montero Parés. “Now we’re free from the constraints of data centers and can automatically scale when the load in our servers goes up.”

Furthermore, taking advantage of the platform has cut the time it takes to deploy new releases from months to hours. This was an important aim for Launchmetrics because it must continuously evolve alongside a digitizing industry. “We are always learning new ways to help fashion designers launch new products quicker, and now we have the best infrastructure to support us in our business,” says Montero Parés. And with a more efficient approach to innovation, Launchmetrics has been able to look further ahead and test new technology. “We’re looking into artificial intelligence for our next source of innovation. Specifically, we want to test image recognition, sentiment analysis, and content extraction from web pages.” By using AWS, Launchmetrics can continue to develop its unique market offering so its clients can wow the fashion industry with their products.