We began with a fast audit of positioning, pricing, presentation, and process. The diagnosis was clear: the story was buried, the line felt too wide for first-time buys, pricing architecture wasn’t instantly legible, and the rack lacked a focal point to stop traffic.

What we changed

• Story, first: distilled a one-minute narrative built around Japanese craftsmanship and fabric innovation, supported by three hero looks that telegraphed the brand’s point of view from across the room.

• Edit to win: tightened the assortment into a 12–18 SKU door-ready capsule (Good/Better/Best), with carryover anchors and 1–2 statement pieces per delivery.

• Price clarity: rebuilt line sheets with clean WS/MSRP ladders, MOQs, size curves, and ship windows; flagged quick-turn styles for new doors.

• Showroom impact: re-merchandised the rack (light-to-dark, silhouette pyramid), added cue cards, fit notes, and a small tactile swatch board to prompt buyer interaction.

• Appointments > walk-bys: converted passive traffic into timed previews, ran tight 15-minute talk-tracks, and followed with door-specific recaps within the hour.

• Frictionless follow-through: JOOR/NuORDER links, PDP copy blocks, VM mini-kit, and terms pre-clearance so buyers could commit on the spot.

Results

• The brand moved from “unknown” to on the day’s must-see list, generating a full slate of qualified appointments.

• Multiple opening orders were secured from A/B specialty doors, with early reorder interest on core styles.

• Actively introducing Yindigo as a craftsmanship story rather than a niche curiosity—shifting perception from overlooked to sought-after within a single market cycle.

Why it worked

We didn’t change who Yindigo is; we made it legible to the right buyers, fast. A tighter capsule, immediate price transparency, and a tactile storytelling setup turned curiosity into commitment—transforming a ghosted rack into a busy, converting one.