Kickstarter Fashion: Lessons in What Consumers Are Craving

In the short four years it has been in existence, Kickstarter has gained a reputation for launching new tech crazes, empowering fans’ influence in the movie industry and online entertainment, and proving that consumers are looking for innovation in video gaming, games, and publishing. The crowdfunding site may have its share of flaws, but it is an amazing gauge from which to measure what young, empowered, and passionate consumers are looking to spend their money on. But fashion is often left out of the spotlight when it comes to discussions of Kickstarter success stories. It deserves our attention: in 2012 alone, over $6 million was pledged to 1,659 fashion projects, and the top-funded fashion start-ups on Kickstarter showcase untapped markets, consumer needs, and design innovations that could be huge successes. Here are some of the most recent successful Kickstarter fashion stories, and what each tells us about what fashion today might be missing:

 

Light Wing Trainers

$141,620 pledged; Passed goal by 944% with 2,116 backers (still 7 days to go!)

The Unbelievable Testing Laboratory lives up to its name, having taken 200,000 steps, 200+ comfort fit tests, 17 rounds of anti-slip, flexibility, and harmful substance tests, and 57 sole strengths tests following three international standards to make the Light Wing Trainers, shoes made from a paper material called Tyvek. The material was invented in the ‘60s, is virtually indestructible and used today for home insulation. Because of Tyvek, the shoes are “impossibly light.” Weighing less than half a pound, they sell the prospect of walking on air while being completely waterproof and durable, a wow factor for the Millennials who are constantly after the latest tech and styles in kicks. The UT Lab plays up the science angle of their…

 
 
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Millennial News Feed

Quote of the Day: “If I played the lottery tomorrow and won $100,000,000 I would save most of it, donate some of it. And I'd buy my dad a boat, because I promised I'd buy him one if I was ever a millionaire.” –Female, 15, WA

This week, celebrity Photoshopping was debated online when fans criticized Beyoncé for posting an Instagram picture that looked altered to make her look slimmer. The star (and others) have been accused of using Photoshop or other image-fixing apps on social media photos before, a practice that many feel contributes to young female fans’ body issues, and does not align with the imperfection embracing and authenticity that so many young consumers expect. (BuzzFeed)

The Cartoon Network has launched an anti-bullying campaign called “I Speak Up” to encourage kids who have been bullied to reach out to trusted adults. Viewers are being encouraged to submit videos (with the permission of their parent or guardian) to share the anti-bullying message, and some of those videos will be featured in the campaign online and on TV. Visitors to the Speak Up website can also take a pledge to stop bullying, and earn special badges while playing Cartoon Network games. (PR Newser)

Young consumers are screen multitaskers, and second screen use while watching TV is a norm—but it’s not always clear to brands how they should engage in that behavior, and just throwing a hashtag on the screen isn’t going to cut it. Now Twitter says that studios and networks that live-tweet their popular programming (post and respond to viewers while the show is happening) can “dramatically boost followers and Twitter mentions” and even bump up TV ratings. (Recode)

YouTube is coming to the big screen. The digital comedy duo who create SMOSH, a channel with 30 million subscribers, has created a movie that will be distributed by Lionsgate. The movie is being described as a “Bill & Ted’s Excellent Adventurefor 2014” and will star a slew of other YouTube stars. The news is another example of traditional media embracing YouTube to entice young consumers, and the mainstreaming of the site’s stars. (Fast Company)

New research has found that across all grade levels and subjects, girls get better grades than male students—around the globe. The results have caused some to wonder if schools are “set up to favor the way girls learn and trip up boys.” Male students might be less able to self-discipline themselves, a key ingredient to doing well in classes, which means that the way education is structured plays into their weaknesses. (The Atlantic

Have some lingering questions about Millennials that you need answered for an upcoming meeting? That’s what Ypulse is here for. Silver and Gold subscribers have access to Ypulse's trend and Millennial experts for quick, personalized feedback on any topic. After each insights article, subscribers can submit questions and requests directly to our experts and receive instant responses. (Ypulse)

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