Success Story: Hampden Clothing Drives Conversion and Personalization With Tolstoy’s Full Suite, Leading the New Era of eCommerce

Hampden Clothing, a leading fashion retailer known for curating elevated, wearable pieces, partnered with Tolstoy to reimagine the online shopping experience.

By leveraging Tolstoy’s AI Commerce platform - with AI Studio, AI Personal Shopper, and The AI Player together, Hampden made their product pages more dynamic, personalized, and high-converting. This helped shoppers better understand their products, feel confident, and engage more deeply.

This transformation delivered:

​“Each of Tolstoy’s products brings its own value, but using the full platform together completely transformed how customers experience our products. The team is incredibly fast and thoughtful, always coming up with new ways to help us get the most out of Tolstoy.”
— Katherine, eCommerce Lead @ Hampden

Before Tolstoy, Hampden was looking for solutions to address three key challenges:

1️⃣ Static PDPs that lacked motion and interactivity
Hampden’s PDPs featured only still images, at a time when shoppers expect video everywhere they browse. Without motion or styling context, PDPs failed to capture attention or show garments as they truly are.

2️⃣ Video creation was too expensive and time-consuming to scale
They had experimented with short YouTube-style videos but found production costs unsustainable. There was no practical way to scale rich media across their catalog without major effort.

3️⃣ A shopping journey that wasn’t personalized
Shoppers had unanswered questions: Will this suit me? How will it look on me? The site lacked tools to help them explore confidently or feel guided.

To solve these challenges, Hampden implemented Tolstoy’s full suite of products: AI Studio, AI Personal Shopper, and The AI Player. This created a seamless system that worked together to elevate every part of the journey.
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🔹 AI Studio: Content Creation at Scale
Hampden used AI Studio to automatically transform their existing product images into videos, showing garment movement, fit, and styling ideas.

All it took was uploading a simple CSV and selecting the images they wanted to animate. Instantly, they had hundreds of videos ready to publish. This simple setup made it possible to add engaging, video-rich content across their PDPs without the time, cost, or complexity of traditional production.

“It blew me away. It brought the product pages to life, and we didn’t have to film or edit anything.”
— Katherine
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🔹 AI Personal Shopper: Turning shopping into a guided, personalized experience
With AI Personal Shopper, Hampden gave visitors a virtual fitting room. Shoppers could upload a photo of themselves to see how garments look on them, get a recommended size based on their measurements, ask questions about fit, and receive tailored recommendations in real-time.

This personalized guidance helped shoppers feel more confident, and that confidence translated directly into more conversions and higher-value purchases.

“Letting the customer instantly see themselves in the product is the best way to increase the chances of conversion.”
— Katherine
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🔹 The AI Player: Publishing content everywhere shoppers engage
The AI Player ensures that all content is seamlessly embedded across Hampden’s website and mobile app. On the website, they feature PDP Stories and AI-generated videos in the media galleries of their product pages. On the Tapcart mobile app, they display PDP Stories and a homepage feed.

This creates a unified and immersive content experience that meets shoppers wherever they browse and drives deeper engagement.

Since deploying Tolstoy’s full suite, Hampden has seen:

7x lift in conversion rate on PDPs with Tolstoy video content

232% lift in AOV on PDPs with Tolstoy video content

11x increase in conversion rate for users engaged with Personal Shopper

127x ROI
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With strong results in hand, Hampden is doubling down on Tolstoy as a strategic partner to drive their vision for the new era of eCommerce: an online store that is rich, personalized, adaptive, and constantly improving itself.

Their roadmap includes:

Scaling AI Studio content across more collections, categories, and seasonal campaigns
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Leveraging Tolstoy’s Media Gallery to track shopper behavior, automatically test and optimize media layouts, and deliver only the highest-performing content

Further integrating Personal Shopper and AI Studio to create an intelligent, unified shopping assistant that is always working to improve engagement and conversion

Hampden is a design partner helping shape this future: a self-optimizing, agentic shopping experience where AI Studio, AI Personal Shopper, and AI Player work together as a CRO flywheel, continuously iterating and improving without adding work for the eCommerce team.

“Our goal was to intelligently incorporate AI to improve the customer experience, and Tolstoy delivered 100%. Any brand not doing this will fall behind”
— Katherine