Hello dear,
After you’ve purchased the theme or have downloaded free version of the theme, you will receive a zipped folder titled “Florence Premium.zip“.
Unzip and Extract this file first using Winzip/Winrar/7z or any zip extracting software.

Within the unzipped theme package, you will find a number of folders such as Demo Content, Instruction Files, etc. There is also 1 additional zipped folder within, titled “florence.zip“.

Important: DO NOT unzip this “florence.zip” folder! This particular .zip folder should remain zipped. This is your theme file. You have to upload it directly onto your wordpress.

I hope this clears out everything.