When you’re selling fashion online, your product detail page (PDP) isn’t just another page on your site - it’s the page. More often than not, it’s your shopper’s first and only stop.

That means it has to do it all: communicate style, fit, quality, and brand. Within seconds. And these days, static images simply don’t cut it.

Video has gone from a nice-to-have to non-negotiable.

This week, I wanted to take a closer look at why and what you can do about it.

TLDR:

• Video does more than sell. It tells your brand story. It turns a transactional page into an experience. And that matters when customers are overwhelmed by choice.

• Traditional production doesn’t scale. New workflows do.

• Brands can start now with simple tools and clear processes.

• The future is AI-powered, personalised, and always-on.

Video is essential

A PDP is no longer a quiet corner of your site - it’s your landing page. Customers are arriving directly from Google Shopping or social ads. The moment they land, they’re deciding if they trust you enough to buy.

Video is the best way to earn that trust. It shows movement, texture, styling ideas—answers the question “Will this suit me?” better than any photo can.

Retailers have reported that adding video lifts conversion rates by up to 30% (Shopify). It also helps with one of fashion e-commerce’s biggest headaches: returns, which can reach 30–40%. By showing real fit and feel, video reduces that gap between expectation and reality.

But video does more than sell. It tells your brand story. It turns a transactional page into an experience. And that matters when customers are overwhelmed by choice.

The Challenge: Scaling Video Production

We know video works. The problem is making enough of it, consistently, at reasonable cost. Traditional production is expensive and slow:

• Studios, crews, lighting

• Post-production bottlenecks

• Coordination nightmares, especially in peak season

• Fashion production cycles are lumpy. High-demand periods don’t match tidy staffing budgets. Freelancers help, but onboarding them during busy times adds friction right when you can’t afford it.

Simply throwing money or people at the problem doesn’t fix it. What’s needed is a new approach.

A Better Way? Scalable, Flexible Workflows

An answer lies in simplifying production so anyone on the team can do it.

Startups like InHaus are showing how it’s done:

• Use accessible tools (even iPhones) with proper training

• Streamlined, cloud-based editing

• Brand-consistent workflows anyone can follow

• It’s not about blockbuster quality. It’s about consistency, speed, and scale.

The goal? High-quality video on every SKU that matters.

If you do not want to make your own, alternatives are platforms like Videowise that can provide user generated content.

What You Can Do Now

If you’re a mid-sized brand or startup, here’s how to get moving:

1. Prioritise Your Range
Start with the 20% of products that drive 80% of sales.
2. Simplify Your Setup
Invest in affordable smartphone rigs and lighting. Train in-house teams to shoot consistently.
3. Use the Right Tools
Platforms like InHaus offer workflows that make editing fast and repeatable.
4. Set Clear Guidelines
Define your brand’s framing, lighting, and styling rules so output stays consistent.
5. Test, Learn, Expand
Measure conversion impact and return-rate reductions. Scale your process as you see results.

Video = Hygiene

Video on PDPs is  hygiene. The real advantage will come from how you scale it.

Expect to see:

• More AI-assisted editing to speed up workflows

• Personalised video showing customers models who look like them

• Live video and user-generated content built into the PDP

Which is great news. Video is getting more accessible and more impactful.