*Results measured across 4 months across 221 product pages

About The Noli Shop

The Noli Shop is a women’s fashion brand known for modern, versatile pieces designed to move effortlessly from everyday wear to elevated occasions. As the brand continued to grow its e-commerce presence, The Noli Shop replaced their existing video partner, Tolstoy, with Hue to enhance how shoppers discover and evaluate products online. 

4 months after launching Hue on 221 products, The Noli Shop achieved a 173x ROI and expanded their scope of work 6x.  

“We saw immediate results after launching Hue’s shoppable videos on our PDPs. Authentic video reviews helped shoppers better understand product sizing, quality and styling, which quickly translated into stronger conversion and revenue impact. With the ROI we’ve seen, expanding Hue across more of our website is a natural next step.”

– Slava Furman, CEO The Noli Shop

The Challenge: Helping Shoppers Visualize Fit and Style Online

Fashion shoppers often need more than static product images to feel confident making a purchase online. While brand photos and descriptions are useful, they often fail to answer key shopper questions:

- How does the garment actually look when worn?

- How does it move or fit on real people?

- How can it be styled in everyday settings?

- What size is best for me?

The Noli Shop wanted to create a more immersive shopping experience that would help customers better understand their products and feel confident purchasing online.

The Solution: Switching from Tolstoy to Hue Shoppable Video

The Noli Shop implemented Hue’s shoppable video modules on 221 of their product detail pages. The module included both the brand’s own model-style videos and UGC-style testimonials from Hue’s creator community that shows how products fit and how they are styled in real life.

Click here to view Hue’s Shoppable Video Experience live on thenolishop.com on the Allegra Bootcut Jean - Indigo PDP.

- Allegra Bootcut Jean - Medium Blue

- Kaia Pearl High Rise Jean - Medium Blue

- Aria Coated Flare Jean - Gold Metallic

After using Tolstoy for its shoppable video experience, The Noli Shop switched to Hue to power a more strategic and scalable video commerce program. This reflects a broader trend: brands tend to switch to Hue when they're looking for a true strategic video partner rather than a simple plug-and-play solution. Hue enables this through:

- Customized, brand-forward design and look & feel

- Implementation support, including headless setups

- Dedicated customer success and implementation teams

- Automatic content tagging and AI workflows

- Ongoing optimization and performance reporting

Shoppable Video Results (February 2026)

Conversion

- 307% lift in conversion

ROI

- 173× monthly ROI

Engagement & Discovery

- 5% video engagement rate

- Shoppers watched on average of 6 videos per session

- Shoppers watched on average 43 seconds per session

Top-performing products included:

- Kaia Suede High Rise Jean – Cognac: 472% lift in conversion

- Aria Coated Flare Jean – Gold Metallic: 426% lift in conversion

Why UGC Sourced from Hue Outperformed Brand-Produced Model Videos

Hue analyzed The Noli Shop PDPs that feature both Hue’s own creator videos and The Noli Shop’s model-style videos for the months of November to December 2025. The Noli Shop’s videos primarily showed models wearing the products against a simple backdrop and did not include audio or product commentary. In contrast, Hue creator videos featured authentic reviews from everyday people that were filmed in real-life environments. Also, Hue creators shared insights on fit, quality, and styling.

The analysis showed that UGC sourced from Hue consistently outperformed The Noli Shop’s model-style videos across key conversion and revenue metrics.

On average, Hue’s UGC converted at a 26% higher conversion rate than The Noli Shop’s videos.

Click here to view Hue Shoppable Video on The Noli Shop's “Kaia Pearl High Rise Jean - Medium Blue” PDP.

These results highlight the value of adding video content to your website that answers key questions for the customer around fit and quality and that allow shoppers to see how pieces complement different lifestyles.

The Takeaway

Fashion shoppers often need more context than static product images can provide when shopping online. By integrating Hue’s authentic shoppable video UGC across its site, The Noli Shop brought real-world styling and social proof directly into the shopping journey, leading to higher conversion impact, deeper engagement, and higher ROI.

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