Successful Fashion Crowdfunding: Insights from Kickstarter Campaigns

If you want to start your personal brand on Kickstarter, this post will be the first shot.

Echy Wong

November 23, 2023

Crowdfunding has become an increasingly popular way for entrepreneurs to raise funds for their projects, and the fashion industry is no exception. Kickstarter, one of the most well-known crowdfunding platforms, has seen thousands of fashion projects launched over the years. But what makes some of these projects successful while others fail to meet their funding goals?

A recent study published in the ITAA Proceedings (#79) sheds light on this question. The study analyzed over 2,300 successful fashion projects on Kickstarter to identify the key factors that contributed to their success. Here are some of the most important findings:

Design Details Matter

Successful fashion projects tended to highlight specific design details that set them apart from other brands. This could include anything from streetwear-inspired designs to eco-friendly materials to all-gendered clothing. By emphasizing these unique features, entrepreneurs were able to capture the attention of potential backers and stand out in a crowded marketplace.

Sustainability is Key

Another important factor in the success of fashion crowdfunding campaigns was a commitment to sustainability. This could take many forms, such as using recycled materials, pursuing circular-economy practices, or supporting women's rights. By aligning their brand with a larger social or environmental cause, entrepreneurs were able to tap into a growing consumer demand for ethical and sustainable fashion.

Comfort and Performance

Successful fashion projects also emphasized the importance of comfort and performance. This could mean designing clothing specifically for certain professions (such as nurses) or using high-quality materials that are both comfortable and durable. By focusing on the practical benefits of their products, entrepreneurs were able to appeal to a wider audience and build a loyal customer base.

Unique Inspiration

Successful fashion projects often had a unique source of inspiration that set them apart from other brands. This could be anything from traditional cultural clothing to anime-inspired designs. By tapping into a specific niche or subculture, entrepreneurs were able to create a strong brand identity and attract a dedicated following.

So what can entrepreneurs in the fashion industry learn from these findings? First and foremost, it's important to focus on what makes your brand unique and emphasize those features in your crowdfunding campaign. Whether it's a commitment to sustainability or a specific design aesthetic, make sure your potential backers know what sets you apart from the competition.

Secondly, don't be afraid to align your brand with a larger social or environmental cause. Consumers are increasingly looking for ethical and sustainable fashion options, and by demonstrating your commitment to these issues, you can build a loyal customer base that shares your values.

Finally, remember that comfort and performance are key factors in the success of fashion projects. By designing clothing that is both practical and stylish, you can appeal to a wider audience and build a brand that lasts.