Silk Laundry Case Study

Silk Laundry: Making Premium Silk Feel as Good Online as It Does in Person

Silk Laundry | Elevated everyday essentials

Silk doesn't photograph the way it wears. A slip dress that looks effortless on a model can sit completely differently on a real body, and at a premium price point, a customer only gets one guess before deciding whether to trust the brand again.

Silk Laundry model in a floral silk dress with sunglasses, holding a green stem

The challenge

Why silk is different

Natural fibres behave in ways a product photo simply can't capture. Silk has weight, movement and drape that only become obvious once a garment is actually on, a bias-cut slip can skim beautifully on one body and cling in all the wrong places on another, and there's no size chart that communicates how a fabric will actually fall.

That uncertainty is amplified by price. A $300 silk slip dress isn't an impulse buy. A customer weighing that decision wants to know, not guess, whether the drape, the fit and the quality feel as considered in person as they look in a photo. Get it wrong once, and the brand doesn't just lose that order, it risks losing the customer's trust in every future purchase too.

The solution

Giving customers confidence before they buy

Try Before You Buy answers the question a size chart never could. A customer can order multiple sizes or pieces, see how the silk actually moves and drapes against their own body, in their own light, and decide with confidence rather than hope. Nothing is charged upfront, so trying feels risk-free rather than committal.

For a brand built on natural fibres and considered craftsmanship, that matters beyond the individual sale. The in-hand experience is where Silk Laundry's quality actually speaks for itself, and Try Before You Buy is what gets a hesitant customer to that moment instead of losing them at the product page.

The results

Measured outcomes from completed Try at Home orders

+50%

Average order value uplift

Completed Mirra orders vs. regular orders

35.1%

Repeat purchase rate

Compared with

24.9%

for non-Mirra customers

71%

of follow-on orders complete through standard checkout

Compared with

29%

that place another Try with Mirra order

Why this matters

Why this matters for silk and natural fibres

Fit isn't the only thing on the line when a customer buys silk online, quality perception is too. A natural fibre garment has to feel as premium in person as its price suggests, and that's not something photography, no matter how good, can fully deliver. When customers can't verify that in advance, hesitation shows up as cart abandonment rather than as a return, a lost sale a brand never even sees in its returns data.

Try Before You Buy moves that verification earlier. Customers get to experience the drape, the weight and the quality for themselves, before they've committed, which turns a considered, premium purchase into a confident one rather than a hopeful one.

Silk Laundry product page showing Scoop Neck Dress Wonderland with Add to Cart and Try at Home powered by Mirra

Merchant setup

How Silk Laundry runs Mirra

Platform

Shopify

Live on Shopify, integrated directly into the existing storefront alongside the brand's retail locations across Australia.

Elevated everyday essentials

Where fabric drape and in-hand quality are as important to the purchase decision as fit.

Mirra Product

Try with Mirra

Customers try silk pieces at home before deciding, with a $0 authorisation hold at checkout and payment only for what they keep.

See how it could work for you

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