This is an interview with Factory45’er Morgan Wagstaff about the launch of her brand Two Fold. With the help of a Kickstarter campaign, Morgan is raising money for the production run of her first collection.
Give us a brief overview of your brand and the pieces you’re pre-selling.
Two Fold is a womenswear brand of sustainably and socially-conscious designs made here in the USA. Two Fold aims to encourage mindfulness and simple living by offering minimalist and timeless silhouettes that flow perfectly into any woman’s wardrobe.
We are a small batch clothing label made in Charlotte, North Carolina. All of our clothing is made to order, created in house, and released in capsule collections twice a year opposed to the continual release cycle to ensure quality over quantity.
Why did you choose to launch your brand through Kickstarter?
I decided to launch my brand through Kickstarter because I was familiar with the platform and it’s such a great way to reach new people. When starting a clothing line, you have to have funds in order to fulfill the first production run.
Kickstarter is a great crowdfunding platform that allows you to put your idea out there and see if there is a want or need for your idea. I also love how easy the site is to navigate and interactive it is with backers.
What was the most challenging aspect of creating your campaign?
One of the challenges I have faced has been finding my “sticky message.” There are a few brands out already that are similar and are doing well.
It’s so important to find what sets you apart and what makes your brand different. I recommend spending a lot of time on this to really hone in on it and tease through it.
You’ve done months of prep. What helped you keep up your momentum and motivation?
I’ve had to continually remind myself of why I’m doing this. Keeping the “why” in the forefront of my mind has helped to keep me headed in the right direction. Also, my family and friends have played a big part in keeping me motivated. They’ve continued to support and believe in me and I couldn’t do this without them.
Can you give us a little insight into your campaign strategy? What has been working and what hasn’t worked as well?
I have made some of the best connections throughout this campaign. I’ve had some amazing women style my pieces and they’ve had some great things to say about them. I’ve also had a few essays published in some great online blogs which has brought some exposure. I’ve also noticed that the emails I’ve been sending to my awesome tribe has been positive. They’ve loved seeing the pieces closer up with details about the fit and fabric and how to style them.
I tried running a couple Facebook ads and one did well, and the other two did not. I know a lot of people recommend them and I was glad I tried it out, it just didn’t work for me.
What do you do when self doubt starts to creep up?
Oh, does self-doubt creep up! This has been one of the biggest struggles for me during the campaign. You are watching your numbers daily and it’s so easy to doubt what you’ve created. I love to spend time with the people that mean the most to me. There are people who support me and they have continued to keep me uplifted during the tough patches. I’ve had to learn to give myself some grace. Have a good cry, let out all my feelings and get back up and keep pushing forward.
What’s your favorite reward being offered in your campaign?
My favorite reward is the Reese Dress. It’s the most comfortable piece I’ve ever worn while still feeling well dressed. It’s also the ultimate transitional piece – a knee length, easy, unfussy, slim fit accentuates the body without being too clingy. The comfiest thing you’ll wear all season. I promise you’ll never want to take it off. It’s made from a soft handwoven cotton and fits just right, not too tight, not too loose.
If you had one piece advice for someone considering launching a Kickstarter, what would it be?
Shannon, you gave me some great advice early on and it’s stuck with me. You told me it’s called a ‘campaign’ for a reason. You have to campaign throughout the entire days of the Kickstarter. It isn’t easy and the only one that is going to make it happen is you.