01 · Executive Summary
One goal: more orders with two or more pieces
YIBRI needs customers with enough disposable income to buy more than one product per order. The brand already has everything that requires — a price architecture built for outfit-pairing, a genuinely differentiated product story (reversibility), a credentialed founder, and three stockists — but none of it is currently wired together: the shop doesn't cross-sell, Instagram doesn't link to the shop, and the content doesn't demonstrate the styling.
The plan sequences 90 days of work so the free fixes ship first (merchandising and Instagram mechanics, weeks 1–2), organic content proves the creative (weeks 2–6), community and press extend it (weeks 4–10), and paid media only amplifies what's already working (weeks 6–12).
The one-sentence strategy
Sell outfits, not items — make every piece of merchandising, content and media show two pieces worn together, and make the second piece the obvious, rewarded choice at checkout.
02 · Research Findings
What the audit actually found
The brand
YIBRI (yibri.co.uk) is an independent London womenswear label founded in 2023 by Yvonne Lin — Chinese-Canadian, trained at Central Saint Martins and the Royal College of Art, ex-luxury houses, and a Fellow of the Suzanne Rogers Fashion Institute (TMU). The name comes from the Esperanto vibri, "vibration".
Positioning is sculptural "quiet luxury": twisted-knot construction, draped jersey, reversible/two-tone pieces, masculine/feminine contrast. Brand pillars: material curiosity, artisanal integrity, intentional longevity. Collections to date: AW24 "Homecoming", SS25 "The Washing of Whispers", AW25 (live). The store runs on Shopify, ships to 30+ regions, multi-currency.
Catalog & price architecture (~102 products)
| Tier | Price band | Examples |
|---|---|---|
| Entry accessories | £22–£85 | Makeup bags £22–25, wool bucket hat £38, beaded agate chain £85 |
| Mid accessories | £125–£197 | Reversible wool scarves £125–155, totes £140–159, quilted bag £197 |
| Core tops / knit | £78–£245 | Jersey crop tops £122, twisted-knot bodysuits £195, shirts £130–238 |
| Bottoms / dresses | £165–£365 | Denim/trousers ~£225–245 cluster, dresses £225–365 |
| Outerwear (hero) | £325–£572 | Puffers £345–375, trenches £372–398, wool coats £448–572 |
- Modal price ~£225–245 → a realistic 2-item basket is £350–£500. Every threshold in the plan is set against this number.
- ~42 of 140 variants are out of stock; 12+ items sit on deep markdown (£325→£160, £205→£98, £488→£341). Discounting this deep dilutes the luxury positioning — the plan replaces it with a gated Archive Sale.
- The strongest content asset in the catalog: reversible and transformable pieces (reversible cardigans, two-tone reversible dress, reversible scarves, twisted tops) — inherently demonstrable on video.
Tip — read the price ladder as a basket-builder
Each tier has a natural partner one tier away: bodysuit (£195) + trousers (£245); dress (£325) + reversible scarf (£125); coat (£448) + tote (£159). Merchandise these specific pairs, not generic "you may also like" grids — the pairing should look designed, because it is.
Social presence
Primary: Instagram @yibri_official. Also TikTok @yibri_official, Pinterest @yibristudio, and a dormant YouTube. The full Instagram audit is in section 5; headline numbers: 273 posts, 2,574 followers, 3,010 following, ~0.55% engagement (benchmark for the size: 1.5–3%). Reach, not content quality, is the bottleneck.
Distribution & press
- inNEOSS — 129 Newington Green Rd, London N1 (in person)
- The Forumist — online
- Garmentory — since 2026, including Local Shade, Wilmington NC — the first US wholesale signal
- Activity to date: InnoArt Show pop-up, Feb 2025 London pop-up, JUNG Festival pop-up (Canopy Market, King's Cross, 1 May 2026)
- Press: The C Word Mag founder interview, Not Just A Label profile
Tip — the stockists are an untapped channel
inNEOSS is a physical room full of the exact target customer in N1. A styling-appointment evening there costs a bottle of wine and staff time, produces a night of content, and sells multi-piece looks by definition — a stylist never sends someone home with one item.
Market context
UK luxury fashion ≈ $20B (2025), growing to ~$30B by 2035. The affluent segment is ≈10% of the population, and 68% of UK luxury consumers prioritise sustainability — YIBRI's longevity/craft story maps directly onto the single strongest buying motivation in the market. Lead with "made to be kept", not "new in".
03 · Target Customer
Three audiences, one optimisation target
Primary — "The Creative Professional" (HENRY)
Women 28–45, London/SE plus NYC/Toronto, £70k–£130k household income, working in design, architecture, media, law, tech. She buys outfits, not items — bodysuit + trousers, dress + scarf — and an expected order is £350–500. Found via Instagram/Pinterest, quiet-luxury and capsule-wardrobe content, Dover Street Market/COS-to-luxury upgraders, gallery and design-fair audiences.
Ad headline that works: "The bodysuit was designed with these trousers. Wear them as one."
Ad headline that doesn't: "New in: AW25 collection now live."
The first sells the pairing logic she already shops by; the second is what every brand says.
Secondary — "The Established Minimalist"
Women 40–60, higher net worth. Invests in hero outerwear (£448–572 coats) plus accessories in one purchase. She is not on TikTok — reach her through wholesale (inNEOSS, Garmentory), press features and trunk shows. One coat + scarf + tote order from her equals two primary-persona orders.
Tertiary — "The Aspirational Entrant" (pipeline)
24–32, buys £22–85 accessories or Archive Sale pieces first. Don't optimise media for her — nurture her by email from first accessory to first full-price apparel purchase. She is next year's primary persona.
Tip — budget discipline by persona
Every paid pound targets the primary persona. The secondary persona is earned (press, wholesale); the tertiary persona is automated (email flows). If a media plan proposes spending against all three, it's spreading £3–5k/month too thin to move anything.
04 · The 90-Day Plan
Four phases, sequenced so spend follows proof
Phase 0 — Instrument (weeks 1–2)
Baseline everything before changing anything: IG/TikTok native analytics, Shopify AOV, repeat rate and % multi-item orders (the campaign KPI), GA4. Optionally configure Firecrawl MCP for ongoing competitor/social tracking. Then ship the five merchandising fixes — the highest-leverage, zero-ad-spend moves in the whole plan:
Lever 1 — Free UK shipping at £300
Set just above the modal single-item price (~£225–245), this is the single most reliable multi-item lever in DTC: the customer holding a £245 pair of trousers is £55 from free shipping, and the £125 reversible scarf is sitting right there.
"You're £55 from complimentary UK delivery — complete the look →" (links to the cross-sell pairing for the item in cart, not a generic collection page)
Lever 2 — "Complete the look" on every PDP
Bodysuit → trousers, dress → scarf, coat → tote. Use Shopify's native complementary-products metafield or an app, but curate the pairs by hand — the pairing is the product story.
Lever 3 — Tiered gift-with-purchase
Free makeup bag (£22 retail, COGS-cheap) at £350+; wool bucket hat at £500+. Rewards the basket without ever marking down a garment.
Lever 4 — Shoppable "Looks" bundles
Sell styled 2–3 piece outfits as bundles with a modest 5–8% incentive instead of deep markdowns.
"The Studio Look": Twisted-Knot Bodysuit £195 + tailored trousers £245 = £440 → bundled at 6% off = £413.
The order crosses the £300 free-shipping line and the £350 GWP line, so the customer perceives ~£75 of value — while the brand gave up £27 and never used the word "sale".
Lever 5 — "Archive Sale", email-gated
Rename clearance to "Archive Sale" and gate it behind an email signup (or password delivered by email). Protects full-price positioning while clearing the ~42 OOS-adjacent lines — and grows the list as it clears.
"The Archive. Past-season pieces, quietly released to the list first. Leave your email for the key."
Phase 1 — Organic engine (weeks 2–6)
- Reversibility as the hook: a short-form video series — "One piece, two ways" — on the reversible cardigan, two-tone dress, scarves and twisted tops. Inherently demonstrable, native to TikTok/Reels. (Full reel script in section 5.)
- Founder-led storytelling: Yvonne's CSM/RCA and luxury-house background, the vibri story, studio BTS. Min Kim photography already exists — repurpose before shooting anything new.
- Pinterest SEO (@yibristudio): board-per-look, keyword-rich pins. Pinterest is the highest-intent platform at this price point and feeds long-tail traffic for months.
- Email flows (Klaviyo or Shopify Email): welcome, abandoned cart, post-purchase cross-sell, VIP early access for AW26.
Welcome (3 emails): ① "The vibration behind YIBRI" — founder story, no selling. ② +2 days: bestselling looks, styled in pairs. ③ +5 days: the reversibility story + invitation to the Archive.
Abandoned cart: subject "Your look is missing its other half" — show the cart item with its designed partner, plus the free-shipping-at-£300 nudge.
Post-purchase (+7 days after delivery): "The trousers your bodysuit was designed with" — one curated partner item, not a catalog.
VIP: multi-item buyers get AW26 early access — the list that seeds Phase 3 lookalikes.
"Sculptural quiet-luxury workwear: twisted-knot bodysuit styled with tailored trousers. Investment dressing, designed in London, made to be kept. Capsule wardrobe ideas for creative professionals."
Phase 2 — Seeding & community (weeks 4–10)
- Micro/mid influencer gifting (10–30k followers): 15–20 quiet-luxury/capsule-wardrobe creators in London. Gift a 2-piece look, never one item — so every piece of creator content models multi-piece styling. Affiliate codes to track.
- Pop-up cadence: repeat the JUNG/InnoArt model quarterly; capture emails at the rail with a 10% first-order incentive; host the styling-appointment evening at inNEOSS.
- Press: pitch the founder story to ES Magazine, Sheerluxe, Who What Wear UK "brands to know" formats. The NJAL profile and C Word interview anchor credibility.
"Hi [name] — I run YIBRI, an independent London label (CSM/RCA, sculptural quiet luxury). Your [specific post] is exactly how our pieces are meant to be worn. I'd love to send you a full look — the twisted-knot bodysuit with the trousers it was designed alongside — no obligation to post. If you do love it, we run a code that pays you on anything it sells. Can I send a sizing note?"
Why it works: names a specific post (proof of genuine fit), gifts a look not an item, removes posting pressure, and mentions the affiliate upside last.
① "The CSM/RCA designer making clothes that are two clothes" — for the product angle.
② "From luxury houses to a label named after a vibration" — for the founder-profile angle.
③ "Quiet luxury, but it reverses: London's answer to the £500 capsule wardrobe" — for the trend formats.
Phase 3 — Paid amplification (weeks 6–12, after organic proof)
- Meta (IG) Advantage+: retargeting first (site visitors, IG engagers), then lookalikes seeded from multi-item purchasers. Creative = the reversibility videos + styled-look carousels — always two-piece looks.
- Pinterest ads on capsule-wardrobe/investment-dressing keywords; Google Shopping + branded search (cheap, defends the brand term).
- Geo: London first; second flight to NYC/Toronto (founder story + Garmentory/US stockist + existing multi-currency support).
Tip — the gate between Phase 1 and Phase 3
Don't start paid until at least one reversibility reel has organically beaten the account's average reach — that's the creative the budget amplifies. Paid media multiplies what exists; it cannot fix what doesn't work free.
Budget shape (at ~£3–5k/month)
| Allocation | Share | What it buys |
|---|---|---|
| Paid social | ~50% | Meta retargeting → lookalikes; Pinterest keywords; Google Shopping + branded search |
| Influencer gifting & affiliates | ~20% | 15–20 gifted 2-piece looks + affiliate payouts |
| Pop-ups & events | ~20% | Quarterly pop-up + inNEOSS styling evening |
| Content production | ~10% | Reel shoots; repurposing the existing Min Kim photography stretches this |
05 · Instagram Improvement Plan
The @yibri_official turnaround, post by post
From the live audit, 11 June 2026: 273 posts · 2,574 followers · 3,010 following · bio "independent timeless womenswear brand based in London / Supported by @srfi_tmu" · highlights: IN YIBRI, Events, PRESS, Editorials. Engagement over the last ~12 posts: 6–23 likes, 0–5 comments → avg ~14 likes ≈ 0.55% engagement against a 1.5–3% benchmark.
What performs: pop-up announcements/recaps and editorial-credit posts (22–23 likes); pure product-storytelling posts are weakest (6–11). Posts tagging partners consistently outperform solo posts — that's the cheapest reach multiplier available and the spine of this plan.
Profile fixes (this week)
"independent timeless womenswear brand based in London / Supported by @srfi_tmu"
No website link. No proof points. No reason to act now. Zero clickable path from 2,574 followers to yibri.co.uk.
"Sculptural, timeless womenswear · designed in London
CSM/RCA founder · Stocked at inNEOSS N1
13–14 June: Gathered Hands Market, Clapton ↓"
yibri.co.uk (or link-in-bio: shop / pop-up / stockists / newsletter)
Positioning + proof + a current-event line + a link.
- Reduce the following count (3,010 → well under 2,574) in batches of ~50–100/week. Keep stockists, press, partners and creators; the current ratio reads follow-for-follow, which undermines luxury positioning.
- Enable Instagram Shopping and tag products with prices on every product post — none are tagged today. Target: 100% of product posts.
The caption formula — keep the voice, add the mechanics
The poetic captions are genuinely good and differentiated. The fix is structural: line 1 = hook (it's all anyone sees before "more"), keep the poetic middle, end with product + price + CTA, and run a fixed hashtag system.
"Quiet structure. The way cloth falls when it is allowed to speak softly. SS25."
Scene-setting first line, no product, no price, no CTA, inconsistent tags. 6–11 likes.
"One dress, two colours — and no, you're not seeing double.
Turn it inside out and it becomes its own evening version. Quiet structure that speaks softly, twice.
Two-Tone Reversible Dress, £325 — link in bio."
Hook → poetic middle → product, price, CTA.
Fixed hashtag block on every post (4 brand/niche + 4–6 discovery, plus event/location tags when relevant):
Content strategy — reach is the bottleneck
- Make partner posts Collab posts. Partner-tagged content already beats everything else — use Instagram's Collab feature with pop-up hosts, stockists, photographers and @srfi_tmu so each post lands in both audiences' feeds. Minimum ≥2 Collab posts/month.
- Shift the mix to ~60% Reels: "one piece, two ways" demos, styling one bodysuit three ways, studio/making BTS, the founder on one design decision per reel.
- Editorial-credit posts: reformat as a story ("how this shoot happened") rather than a credits list.
- Event flyers: replace third-party artwork with a consistent YIBRI-branded template so the grid stays cohesive.
- Repurpose everything: every reel → TikTok; every editorial image → Pinterest pin with a keyworded description.
0–2s (hook): straight to camera, mid-flip — "This cardigan is actually two cardigans."
2–10s: Side A styled and worn — structured wool, day look, text overlay "Side A — studio".
10–15s: the flip, on camera, one continuous take — this is the moment people rewatch.
15–20s: Side B worn — evening tone, overlay "Reversible Cardigan, £245 · link in bio".
Caption uses the formula; audio: trending-but-quiet; post as a Collab with the photographer.
Mon — Reel: "one piece, two ways" (reversible scarf) · Tue — Story: studio BTS, poll sticker · Wed — Carousel: The Studio Look, both pieces shopping-tagged · Thu — Reel: founder on one design decision (Collab with @srfi_tmu) · Fri — Story: weekend event countdown + location tag · Sat/Sun — live event coverage → recap reel Monday.
The pop-up content runbook
Every pop-up becomes a four-act content arc — and the next one is this weekend (Gathered Hands Summer Market, Clapton, 13–14 June; The Good Clothes Network event at Chelsea Old Town Hall ran 11 June):
- T-7 to T-1: countdown stories on the branded template, location tag, "save the date" sticker.
- Event days: live stories with location tags; email capture at the rail (10% first-order incentive, paper or QR).
- T+1: recap reel — posted as a Collab with the event host so it reaches their audience too.
- T+3: "what sold out" post — social proof that doubles as a restock-notification email driver.
06 · Measurement & Next Steps
What we count, weekly
| KPI | Baseline | 90-day target | Source |
|---|---|---|---|
| % orders with 2+ items | to instrument, week 1 | 25–30% | Shopify |
| AOV | to instrument, week 1 | £350+ | Shopify |
| IG engagement rate | 0.55% | 1.5%+ | IG Insights |
| Followers | 2,574 | 4,000 | IG Insights |
| Bio-link CTR / IG-attributed sessions | ~0 (no link exists) | establish & grow | Shopify / GA4 |
| Collab posts | 0/month | ≥2/month | manual |
| Product posts shopping-tagged | 0% | 100% | manual |
| Email list growth / Archive sell-through | to instrument | up and to the right | Klaviyo / Shopify |
| CAC vs first-order value | n/a until Phase 3 | CAC < first-order margin | Meta / GA4 |
Before Phase 3 spend — the verification list
- Pull the numbers the web can't see: Shopify analytics (AOV, multi-item %, repeat rate) and IG/TikTok insights. No paid spend until baselines exist.
- Confirm at least one organic reversibility reel has beaten average account reach (the Phase 3 creative gate).
- Optionally add the Firecrawl MCP server to Claude Code (claude mcp add firecrawl …) to automate competitor/social tracking.
The closing argument
Every number in this report came from looking — at the store, the catalog, the stockists, the press footprint, and a post-by-post read of the Instagram account. The first fortnight costs nothing and ships the five highest-leverage changes the brand can make. That is how we'd manage YIBRI's marketing: instrument, fix the mechanics, then amplify what the data says is already working.