Campaign Room · Confidential
Part One
Sequenced so paid spend only begins after merchandising and organic content have proven the creative. Nothing in Phase 0 costs ad budget.
Part Two
~102 products across five tiers. The architecture already supports outfit-building — entry pieces pair naturally with hero pieces. The campaign simply makes the pairing explicit.
Bars positioned on a £0–£572 scale. Modal price ~£225–245 → free-shipping threshold set at £300, just above a single-item order: the single most reliable multi-item lever.
Paid spend is gated behind organic proof (Phase 3 starts Week 6 at the earliest). Discounting is replaced by an email-gated Archive Sale — 12+ lines are currently on deep markdown (e.g. £325→£160), which dilutes luxury positioning.
Market context: UK luxury fashion ≈ $20B (2025) → ~$30B by 2035; 68% of UK luxury consumers prioritise sustainability — YIBRI's longevity story maps directly onto this.
Part Three
Live audit of @yibri_official, 11 June 2026: 273 posts · 2,574 followers · 3,010 following · ~0.55% engagement. The content voice is genuinely good — reach and mechanics are the bottleneck, and both are fixable for free.
| Finding | Today | Fix | Status |
|---|---|---|---|
| No path to shop | No website link in bio; zero IG-attributed sessions | Bio link (shop / pop-up / stockists / newsletter); sharpen bio to "Sculptural, timeless womenswear · designed in London · CSM/RCA founder · Stocked at inNEOSS N1" | Week 1 |
| No shopping tags | 0 product posts tagged with prices | Enable Instagram Shopping; tag every product post — target 100% | Week 1 |
| Follow ratio | Following 3,010 > followers 2,574 — reads follow-for-follow | Reduce following in batches to well under follower count; luxury houses follow few | Weeks 1–4 |
| Weak first lines | Poetic captions with no hook, no CTA, no prices | Line 1 = hook · keep the poetic middle · end with product + price + CTA · fixed hashtag system (4 brand + 4–6 discovery tags) | Ongoing |
| Partner posts outperform | Partner-tagged posts already beat solo posts (22–23 vs 6–11 likes) | Make them Collab posts with pop-up hosts, stockists, photographers, @srfi_tmu — lands in both feeds; cheapest reach multiplier available. ≥2/month | Amplify |
| Feed mix | Third-party event flyers break the grid; product storytelling weakest | ~60% Reels ("one piece, two ways", styling ×3, studio BTS, founder design notes); YIBRI-branded event template; every pop-up becomes countdown → live → recap → "what sold out" | Weeks 2–6 |
| Live opportunity | Gathered Hands Summer Market, Clapton — 13–14 June | Full story coverage with location tags + email capture at the rail | This week |
Repurposing rule: every reel → TikTok; every editorial image → Pinterest pin with keyworded description (@yibristudio is the highest-intent platform at this price point).
Part Four
Three concentric audiences. The campaign optimises for the first, banks the second, and nurtures the third into the first.
HENRY · Women 28–45 · London/SE + NYC/Toronto
£70k–£130k household income; design, architecture, media, law, tech. Buys outfits, not items — bodysuit + trousers, dress + scarf. Found via quiet-luxury and capsule-wardrobe content, Dover Street Market/COS-to-luxury upgraders, gallery audiences.
Women 40–60 · Higher net worth
Invests in hero outerwear (£448–572 coats) plus accessories in a single purchase. Reached through wholesale (inNEOSS, Garmentory), press features and trunk shows rather than feeds.
24–32 · Pipeline
Enters at £22–85 accessories or the Archive Sale. Nurtured by email — welcome flow, brand story, bestsellers — toward a first full-price apparel purchase.
Part Five
Merchandising changes shipped in the first fortnight — the highest-leverage moves in the entire plan, all before a pound of media is bought.
The Proposal
This plan was built from a live audit of the store, the catalog's price architecture, the stockist network, the press footprint, and a post-by-post read of the Instagram account — then sequenced so the free fixes come first and paid spend only follows proof. That is how we would manage YIBRI's marketing: instrument, fix the mechanics, amplify what the data says is already working.
The first fortnight costs nothing but ships the five highest-leverage changes the brand can make.