Mint Velvet was born of the founders' shared frustration with the relentless cycle of fast fashion over a cup of mint tea. What could be more British than that?
Thirteen years later, the brand is known for its flattering silhouettes, beautiful prints, and effortless style. “Relaxed Glamour” is at the heart of everything they do, as is the brand’s belief in the transformative power of clothing—that a great outfit can brighten even the darkest day.
Mint Velvet wanted to share that philosophy with a larger audience and turned to video commerce. Here is their story.
The Challenge: Making Personal Styling More Accessible
In-store personal styling has long been a cornerstone of Mint Velvets’s customer experience. However, as the brand grew, so did its audience—many of whom couldn’t easily access a physical boutique. The challenge was clear: how to provide that same expert styling experience to customers everywhere.
While e-commerce offered reach, it lacked the personal interaction and styling support that defined the in-store experience. Mint Velvet needed a way to bridge that gap.
The Solution: Real-Time Connection Through Live Video Commerce
Recognising the need to connect with customers beyond its boutiques, Mint Velvet turned to video commerce as a natural extension of its brand values. Through live shopping, the brand could now bring its signature styling advice directly to customers’ screens, translating trends into wearable outfits in real time.
Partnering with Bambuser, the team embraced the platform’s capabilities to showcase key collections, answer live questions, and demonstrate fit, fabric, and styling options—all within an engaging, shoppable video experience.
When asked about their favorite Bambuser features, Maddie Hollingworth, Social Media Manager at Mint Velvet, replied in a way that emphasizes their strategy for building a successful video commerce sales channel: Data-driven decisions and securing reach.
Maddie highlights Bambuser’s upgraded dashboard which provides rich, real-time data that supports ongoing optimisation and refinement of each show and the channel as a whole. Every episode is now an opportunity to learn, evolve, and serve the customer better.
In addition to the dashboard, Maddie also praises the Floating Action Button (FAB), which Mint Velvet strategically places on relevant pages to drive as much traffic to a show as possible.
The Results: Easily Beating Industry Averages
Mint Velvet has seen some incredible results from their video commerce initiative. They measure multiple KPIs with the aim to constantly improve, citing AOV (Average Order Value), new versus returning customer mix, viewership and engagement as especially important.
When asked to share a few results they are especially proud of, Maddie Hollingworth drew our attention to their conversion rate and watch time.
Mint Velvet boasts a conversion rate that is 7% higher than the industry average from their shows.
In addition, their watch time also easily outperforms the industry average, by being a whopping 7.5 minutes longer than the industry average for fashion.
The keys to this success, you might ask? Maddie shares that hosting shows during key product launches to meet customers at peak interest and always featuring stylists and guest hosts who model pieces live and explain key details in a relaxed and approachable manner, have been a great recipe for quick and lasting video commerce success for the brand.
They also extend this philosophy of true, authentic product guidance to the live chat, in which moderators are extremely active to provide a completely frictionless shopping experience.
Looking ahead, Mint Velvet is excited to expand upon their video commerce offerings by possibly adopting digital clienteling in a 1:1 personalized shopping experience, bringing Relaxed Glamour to even more customers!
7%
Higher conversion rate
+7.5 min
Average viewing time
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