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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“Art is basically my job and I enjoy it so much.”—Female, 15, MD

Snap is making its “biggest move” in scripted original content, teaming up with NBCUniversal and the Duplass brothers for their next series. The Duplass-owned creative studio Donut will produce original series for Snap shot in vertical video. NBCU and Snap will also be opening a joint digital content studio focused completely on mobile-first entertainment, “formaliz[ing] their partnership” and putting Snap firmly in the producing/original content creation camp. Snap’s mobile-only approach is part of a movement to shake up how we view videos—in fact, they’re calling their offering “a fundamentally new medium.” (THRTechCrunch)

Eggo frozen waffles are capitalizing on their unexpected Stranger Things’ fame. The brand has seized the marketing opportunity of being a part of one of Millennials & Gen Z’s favorite shows, tying themselves into Netflix’s Super Bowl ad, creating a special toaster for select fans, and swarming New York Comic Con with people dressed up like Eleven armed with “watch party kits” (aka “waffles and a microwavable syrup server”). To prep for the premiere of season two of the show, Eggo is sending out a fully-loaded food truck for the red carpet premiere, and going all out on social media to connect with fans. (MediaPost)

More teens than ever have severe anxiety, but why? The American College Health Association found a 12% increase in undergrads reporting “overwhelming anxiety” from 2011 to 2016, and several studies concur that “there’s just been a steady increase of severely anxious students.” Social media is part of the problem—constant like-monitoring and cyber bullying isn’t helping the most stressed generation to date. There’s also an increasing (and constant) perceived need to over-achieve. One psychology professor observes, “There’s always one more activity, one more A.P. class, one more thing to do in order to get into a top college.” (NYTimes)

Ypulse research has shown that 88% of Millennial parents are trying to avoid helicopter parenting—but they might not be able to help it. The constant media storm of global atrocities and everyday stories of parenting gone wrong combined with advertisers’ willingness to fear-monger, results in a generation of (understandably) anxious parents. It doesn’t help that the tech to constantly monitor kids is easily available (albeit pricey)—from drone surveillance meant for the military to devices that track “blood-oxygen levels all night long.” One relationship therapist sums up, “Everyone is having a hard time drawing a line and just figuring out what’s reasonable versus what’s over-protective.” (Refinery29)

Brands are turning college students into mini-sales forces. Aerie, Victoria’s Secret Pink, and Express are just a few of the many brands that have a program for college campus reps where students receive swag, experience, and other perks for helping bring brand awareness to their colleges. Though brands don’t always require social posts, most ambassadors do share their swag on social, bringing organic ads to their friends’ feeds. The biggest draw is that social posts from reps “[come] across as natural, authentic, a product that they would normally use or want to talk about.” (Racked)

“[Celebrity] can mean anything nowadays and it's a rather diluted term; from YouTube star, to someone on Instagram with millions of followers, to reality TV dopes, etc.”—Male, 30, WI

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies