Case Study: ModCloth achieves higher customer trust and engagement with Wistia

ModCloth Creating a Community of Satisfied Customers with Product Videos

ModCloth, a vintage‑inspired online apparel retailer, faced the common e‑commerce challenge of helping shoppers judge fit, feel, and performance of clothing from photos and descriptions alone. To reduce post‑purchase disappointment and increase transparency, the company began experimenting with short product videos that showcase garments on models in motion and reflect ModCloth’s brand voice.

An in‑house effort led by merchandise video manager Andrew Witchey produces 25–30 outfits per weekly shoot in a DIY studio, guided by viewer analytics to highlight sizing and the most engaging categories. Early results include higher click‑through rates on products badged with video, stronger customer trust and engagement, and a rapidly expanding video library aimed at lowering returns and improving buyer satisfaction.

ModCloth

Andrew Witchey

Merchandise Video Manager