Brax is a German clothing brand with a strong European presence and a rich heritage spanning more than 125 years of success.
They offer premium casual clothing with a commitment to deliver quality, fit, and reliability.
Brax discovered early on that video attracts more attention than static imagery, and saw an opportunity to grow their e-commerce with video.
Challenge
Wanting to find the right fit between heritage, modern consumer expectations, and a quick-to-scale sales channel, led Brax to launch their own Live Shopping concept.
Wishing for a more engaging and informative way to present their products, this seemed like the natural next step. When asked what really drew them to the media, the team answered: “Video Commerce allows us to present our products in a more realistic way. For example, customers can see how an item fits and moves, which static images simply can’t convey.”
With the brand’s solid understanding of how to work with video, their efforts quickly paid off.
Solution
As a first step, Brax launched a Live Shopping channel, regularly publishing new episodes with different themes.
Keeping completely in line with the brand’s values, the shows are of high production value, yet casual, approachable, and down to earth.
The competent hosts walk the viewers through new collections and styling suggestions, while the chat supports with additional information and personal guidance for customers tuning in.
Focusing on a variety of themes and sharper angles from show to show, was a smart move and quickly led to excellent results.
In addition, this content strategy made it easier to repurpose the shows across BRAX’s website, for example as snippets featured on relevant PDPs.
When asked about what features the Brax team finds particularly impactful, they are quick to mention the easy integration of Live Shopping recordings directly on product detail pages, letting customers jump straight to the part of the video the product is shown, providing a seamless and informative shopping experience.
In other words: Live Shopping evolved into an enrichment of the whole online shopping experience, powered by Shoppable Video.
Results
We have already teased Brax’s incredible results, but what do the numbers actually look like?
They have seen incredible growth across all relevant KPIs, massively outperforming last year’s results just 9 months into 2025. Views, especially, have increased dramatically.
Brax boasts an impressive click-to-view rate of 87%, meaning that 87% of clicks on the Video Commerce content turn into actual views.
Another interesting statistic is that 27% of all views result in at least one click on a product, meaning that more than one fourth of any given audience finds the content inspiring enough to actively click and navigate to at least one product. Incredibly impressive numbers!
When asked about their plans for the future, Brax let us know that they continue to build on the momentum they have gained, by analyzing especially successful shows and using customers’ positive feedback to shape future content.
For scaling, they are looking into utilizing Bambuser’s Social Multistream feature to bring the Live Shopping sessions directly to their social media followers, without any barriers to entry - all while remaining shoppable, of course.
If you want to explore Brax’’s Video Commerce universe for yourself, you can do so here.
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