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Will a Kickstarter Campaign Work for your Fashion Brand?

Will a Kickstarter campaign work for your fashion brand?

This is one of the most common questions holding people back from using crowdfunding to launch their brand.

Whether you have one signature product or a full 10-piece collection, today I’m going to show you that it’s absolutely possible to raise money for your brand no matter how many products you have.

With the help of crowdfunding, these four Factory45’ers successfully launched their brands through Kickstarter:

kickstarter

1 PRODUCT

The World’s Most Comfortable Blazer by Trace Fashion

Founder Kristin Salat launched her Kickstarter campaign based on one signature piece, the Kimono Blazer. Similarly to how I launched the Versalette in 2011, this approach lives and breathes one product that’s presented in a variety of colors.

If you look at the rewards column of Kristin’s campaign, you’ll see that she was able to create multiple rewards even though she was only selling one piece.

She raised $32,949 in pre-orders to fund the first production run of Trace Fashion.

kickstarter

2 PRODUCTS

The First Leggings Inspired to Dress Up or Dress Down by Parallel Connection

Mother-daughter co-founders Allie and Carol Levy took it a step further by creating a Kickstarter around two products. They designed two styles of leggings that were only slightly different from each other — a classic legging and a slim pant legging.

By offering two different styles, they were able to appeal to a wider audience of women including those who wouldn’t typically buy leggings. Additionally, Carol and Allie made a conscious decision to offer a larger than normal size range from XXS to XXL, as well as multiple prints.

They raised $19,518 in pre-orders to fund the first production run of Parallel Connection.

kickstarter

6 PRODUCTS

The Ethical Women’s Capsule that Redefines Loungewear by Nine56 Studio

The capsule collection is the most popular approach I’ve seen from the entrepreneurs I work with. Whereas the two campaigns above offered multiple colorways, founder Meg Rohs launched her capsule collection with only two colors — black and white.

Because of fabric minimums, some brands choose to limit the color options so that they can offer more products and styles.

Meg raised $15,510 in pre-orders to fund the first production run of Nine56 Studio.

kickstarter

10 PRODUCTS

Naturally Dyed & Size Inclusive Lingerie by Unity Outfitters

And then there’s the 10+ product approach that is the least popular campaign choice, but definitely still possible. Founder Katina Gad is a trained seamstress so she was able to create all of her samples and patterns without outsourcing and paying the upfront cost.

She pre-sold a range of products, styles and colorways, while also offering a size-inclusive range for all body types. Because naturally-dyed lingerie is more niche, it was important that Katina expand her offering to reach as many women as possible.

She raised $8,626 in pre-orders to fund the first production run of Unity Outfitters.


So there you have it, crowdfunding can work for one signature piece and it can also work for a full collection.

Although I only shared examples of womenswear brands, it’s important to note that there are plenty of men and childrenswear brands that successfully launched on Kickstarter.

If you’re ready to raise money for your fashion brand, enrollment my self-study course The Crowdfunding Factory is now open here.

This is the course that teaches you the complete strategy to create a fully-funded Kickstarter campaign.

If you’re considering joining Factory45 in May but don’t want to wait to get started, this self-study course is a great way to get ahead.

It’s open for one week only.

Click here to enroll.

 

factory45 owner shannon

 


Market45

left edit

Spotlight on Factory45’er Left Edit, Essentials that Make an Impression

What do you get when you pair two style-obsessed women with a shared passion for sustainability?

You get a womenswear brand with bold colors, custom-designed prints and fashion-forward silhouettes.

Meet Left Edit, essentials that make an impression.

You may recognize Kestrel Jenkins as a longtime sustainable fashion advocate and the voice behind the Conscious Chatter podcast.

Teaming up with Holly Stavnes, formerly the founder of accessories brand Hera By Day, the duo has created a responsibly-manufactured and sustainably-sourced fashion brand for women.

At the end of last year, Holly and Kestrel successfully launched a Kickstarter campaign to pre-sell their first collection of five dresses.

In 30 days, they raised over $20,000 to fund their first production run.

Left Edit 1

The five dresses were designed, prototyped and tested to ensure ease of movement, versatility, longevity, quality and community — putting responsible manufacturing at the forefront.

The fabrics are lower-impact than conventional fabrics, including Tencel linen, 100% Tencel and Cupro, and they boast bold colors and bright prints in an industry that’s already thriving in the basics and neutrals department.

Over two years ago, I met Kestrel and Holly for drinks in San Diego where they first presented the idea of Left Edit to me.

Shortly after, they joined the Factory45 program and spent over a year establishing a brand presence on Instagram, growing a following, designing and redesigning their first collection, sourcing fabric, meeting with factories, and more.

Leading up to their Kickstarter campaign, Holly and Kestrel seamlessly “teased out” the brand reveal so that by the time they launched, there was an eager fan-base of customers waiting to pre-order.

As they gear up to ship their first batch of garments this spring, the five debut dresses are still available for pre-sale on the Left Edit website here. (I pre-ordered The Eve : )  

You can also follow along and connect with Left Edit on Instagram: @leftedit

 

factory45 owner shannon

 

P.S. If you’re considering a Kickstarter to launch your own brand, you’ll want to look at Left Edit’s campaign for inspiration (it really was seamlessly executed.)

And if you want access to the strategy used to create a fully-funded Kickstarter, I’m opening enrollment to The Crowdfunding Factory on Monday. Sign up to the waiting list here to find out more about this course.


factory45

fashion kickstarter

4 Misconceptions About Launching a Fashion Kickstarter

Yesterday I spent 36 hours in New York City, talking to fashion startups about ways to finance their brands.

Needless to say, crowdfunding (specifically Kickstarter) has been on my mind.

If you’re one of those entrepreneurs currently weighing your options about how to launch your company or new collection, keep reading.

Today I want to go over four of the major misconceptions about launching a crowdfunding campaign.

MISCONCEPTION #1: Kickstarter = “donations.”

This might be my biggest pet peeve when I hear people talking about crowdfunding or Kickstarter. Do not, I repeat do not, refer to your campaign as a place to “donate” or “accept donations.”

Kickstarter is not charity. And it’s not even fundraising in a traditional sense.

When it comes to raising money for your fashion brand, Kickstarter is a platform for pre-selling your product before you go into production.

In other words, your customers are financing your first production run for you by pre-ordering what you’re selling. Instead of using your own savings, you’re receiving the money upfront to go into production and deliver your product to your Kickstarter backers.

I repeat, it’s not a donation.

MISCONCEPTION #2: If you build it, they will come.

I estimate that about 75 percent of the work that goes into launching a Kickstarter should be focused on building an audience before you launch.

When campaigns fail it’s usually because the project creator didn’t put enough work into building their email list and social media following.

Will random people discover your project because they are browsing Kickstarter for cool brands?

Probably, but you can’t count on it.

Make sure you have a dedicated following of potential customers before you click that launch button. If that means waiting a few more months to build up your list, then do it!

MISCONCEPTION #3: Most Kickstarter projects succeed.

The majority of Kickstarter campaigns fail.

(That’s part of the reason I’m so proud of the success rate coming out of Factory45 and Market45!)

Kickstarter’s Fashion category has one of the lowest success rates, coming in at 25.46%.

I don’t tell you this to discourage you. I still believe that crowdfunding is the absolute best way to launch a new fashion brand.

I tell you this to emphasize how much work and advanced planning needs to go into launching your campaign.

I estimate that you should spend 6-18 months preparing for your campaign and again, building your audience before you launch.

MISCONCEPTION #4: Crowdfunding is dead.

Is Kickstarter saturated? Is social media noisy? Are email lists hard to grow? Yes.

But what’s the alternative?

If you want to launch a successful fashion brand — without wasting your own money and without going into debt — then crowdfunding is still the most low-risk and efficient way to do that.

Why?

Because you’re able to test the market before you launch.

You’re able to ensure that you won’t have unsold inventory sitting in your basement for years.

And you’ll know that you have a product people actually want before you invest the time and money into production.

There is no venture capitalist, bank loan or angel investor who can tell you that.


The moral of the story? Building a business takes a lot of time, thought, patience, hard work, creativity and persistence.

There’s no getting around that.

There is, however, a way to market and test your brand with very little risk to you personally.

And that’s where Kickstarter comes in.

 

factory45 owner shannon

 


crowdfunding factory

Success Stories from The Crowdfunding Factory

If you know anything about me (and what I teach) it’s that I unapologetically love crowdfunding.

Kickstarter, Indiegogo, iFund Women, pre-sales on your own website, whatever the platform you use I truly believe that launching your brand through crowdfunding is the smartest and most efficient way to go to market.

Why?

Because you can test your product before you make it, you can find out if anyone is willing to buy what you’re selling, and you can get your customers to pay for your first production run.

This saves you immense amounts of time, money and energy compared to traditional methods of creating inventory first and then trying to sell it.

At the end of last year, I launched a course called The Crowdfunding Factory that specifically focuses on raising money through pre-sale sites like Kickstarter.

To date, this course has a 100% success rate of participants who joined and launched a crowdfunding campaign.

So today, I want to share some of those stories with you.


COTTON BUREAU

This Kickstarter campaign wrapped up last week, raising a whopping $94,628.

Founder Michelle Sharp and her team set out to create size-inclusive, made-in-the-USA, premium t-shirts for men and women with a goal of raising $48K in 30 days.

The idea for the campaign stemmed from their existing business, Cotton Bureau, and the need to improve the sizing options of their women’s tees. They wanted to create something ultra-soft that could hold up in the premium t-shirt market without expecting adult women to fit into Junior sizes.

This clearly struck a chord with people as they gained the attention and support of 1,527 Backers who purchased their tees.

cotton Bureau


DUDEROBE

“Bathrobes for men kind of suck” – that’s the tagline for DudeRobe, a Kickstarter campaign that raised over $67,000 this summer.

Founder Howie Busch joined The Crowdfunding Factory at the end of last year and launched his campaign in just six months (the minimum amount of time I recommend). His hard work paid off when he reached his goal of $25K in under two days.

DudeRobe has been featured on BroBible, iHeart Radio, Product Hunt and other notable press and gained the interest of Shark Tank producers.

When I tell entrepreneurs to find their unique niche and try to solve a problem for those people, this is what I’m talking about. DudeRobe appealed to a very specific type of customer and it paid off.

duderobe


SEASON

Founder Jessie Artigue was already a notable lifestyle blogger through her site Style & Pepper, as well as the co-host of The Marriage is Funny podcast, before setting out to create her own dress line for women.

With the help of a Kickstarter campaign, Jessie launched SEASON, ethically-made dresses that are the “super-hero cape for your everyday style.” The first collection offers one multi-functional and versatile dress in three different colorways and is cut and sewn in the USA.

The SEASON campaign raised over $20,000, earning 122 backers, and was featured on style sites like Verily Magazine, Clementine and more.

SEASON


LE REGARD

While this campaign didn’t raise multiple tens of thousands of dollars like the others, I wanted to highlight it for the same reason I mentioned DudeRobe.

Founder Ruth Yeboah launched Le Regard to solve a problem for a specific group of people — breastfeeding women.

Operating under the mantra that every woman deserves to breastfeed in style, Ruth set out to provide a solution to the question: “Could I nurse in this?”

Creating apparel for all seasons, that flatters postpartum bodies and provides convenience and ease of nursing, Ruth raised over $10,000 to bring her first collection to nursing mothers everywhere.

Le Regard


And the last thing I’ll tell you today is that Crowdfunding Factory alum Lady Farmer launched their Kickstarter campaign this morning!

The mother/daughter team has created a beautiful campaign and has invested *months* in pre-launch prep that never ceased to impress me. So, go check out their campaign and see if anything strikes your fancy >>

 

factory45 owner shannon

 


Market45

Introducing milo+nicki

Introducing Milo + Nicki: Cruelty-Free, Ethically Designed, Derived from Indian & Zambian Roots

This is an interview with Factory45er Nicki Patel about the launch of her brand milo+nicki, a cruelty-free, ethically designed fashion line derived from Indian & Zambian roots. With the help of a Kickstarter campaign, Nicki is raising money for the production run of her first collection.

Please give us a brief overview of your brand and the pieces you’re pre-selling.

Through our made in NY, designed in ATX pieces, we hope to empower you, the ever-evolving woman, to conquer your fears, take a leap of faith, never give up on yourself, and live a life full of color.

By combining our vibrant, cultural roots with our passion for sustainability, living cruelty-free, and our bold personalities, we hope you feel strong, confident, and empowered while tackling all things thrown your way while letting your true colors shine.

Our 6-piece collection is cruelty-free and ethically-designed, with handwoven certified Ahimsa silk and GOTS certified organic cotton blend from India, hand dyed with plant-based indigo in the US, printed with non-toxic, water-based dye in the US, and made in NY.

Why did you choose to launch your brand through Kickstarter?

Kickstarter is a great platform that allows small budget entrepreneurs to bring their big ideas to fruition. Being a solopreneur, I self-funded the venture thus far which includes everything behind the scenes:  sourcing sustainable fabrics, doing product development locally, creating tech packs for each design, creating samples and patterns, finalizing fit and creating another round of samples, hiring a fit model then a model to shoot the editorial images and video, setting up a shop, and marketing and miscellaneous expenses along the way.

With all these costs, when it came time to launch, I needed the extra push to bring my collection to life, and Kickstarter was the best option. It allows me to pre-sell the collection to my day 1 supporters at a lower price and fund my first run of production, all while testing the market and seeing if people love or hate what I am creating.

milo+nicki

What was the most challenging aspect of creating your campaign?

Honestly, creating the Kickstarter campaign has not been as tough as campaigning these past 11 days. I have been really blessed with an amazing team (shout out to Falcon Related) that shot the perfect images and created the most beautiful video. It is exactly how I envisioned and I couldn’t have done it without them.

You’ve done months of prep. What helped you keep up your momentum and motivation?

Love and passion for what I am doing. I believe that our story can empower and inspire women in all walks of life. It isn’t just about what the pieces we are creating, it is about the story of what you wear and the story you create wearing the pieces while pursuing what sets your soul on fire.

But, I am not going to lie. It has been tough. Not just being a solopreneur, but the entire process. You have your highs and lows, which as an entrepreneur are expected, but I have had some major setbacks. I have lost my fabric supplier not once, not twice, but three times?! Fabric is everything to a designer and I almost crumbled when I lost my last supplier only a few weeks from when I had previously planned to launch. What kept me going was the friends and family around me, my goal to empower women, and my vision to inspire change in the sustainable and ethical fashion movement.


Can you give us a little insight into your campaign strategy? What has been working and what hasn’t worked as well?

The Kickstarter campaign thus far has been tough. I believe that I have a good community of supporters that really believe in my mission and want to share my story.

Approximately 2 months prior to launch, I began to reach out to sustainable and conscious lifestyle bloggers, writers who were covering topics that pertained to my story and continued connecting with individuals through social media by sharing our story, mission, and teasers of our collection. This really has helped me build a tribe of people who really believe in what I am doing and want to share it with others.

Something that hasn’t worked so well is reaching out to nationally recognize writers and editors maybe due to lack of brand recognition and product interest. This has been the toughest part because the campaign has really slowed down in momentum and has really limited our audience and reach.

What do you do when self-doubt starts to creep up?

I feel truly blessed because I had the opportunity to work with Amber Rae, the guru and creator of the W.O.N.D.E.R  Way. When I have self-doubt, I usually use the strategies she has taught me to bring back my focus to the bigger picture and what I am truly wanting to accomplish. I also have had amazing guidance from individuals who truly care about the wellbeing of our brand such as from you, Shannon, and the production partners I have worked with. When all else fails, I look to my amazing friends, my super supportive mastermind group, the love of my family and then leave the rest up to faith. There is only so much you can do to prepare for everything, right? I am definitely learning to go with the flow through the journey of entrepreneurship.

milo+nicki

What’s your favorite reward being offered in your campaign?

I am totally biased because I love the entire 6 piece collection so I would say the All or Nothing reward. You are getting 6 pieces that are made out of 100% hand-loomed, made-to-order cruelty-free Ahimsa silk and GOTS certified organic cotton fabric which is hand-dyed with indigo, screen-printed with water-based, non-toxic dye, and cut and sewn by hand in the US, all under $1000!

If you had one piece advice for someone considering launching a Kickstarter, what would it be?

Plan early, be prepared and don’t give up. As I am working through my Kickstarter campaign, I feel like the same thing that led me to creating milo+nicki applies to my campaign and launch. The journey is never easy, but it is important to remember to listen to your gut and follow your heart. I constantly remind myself that no dream is too big, no passion is too small, and no routine is unbreakable.

There are always going to be those naysayers or doubters trying to bring you down or days in your campaign where everything seems to be going south, but don’t listen, they don’t matter and that one day doesn’t matter. If you believe in something bigger, something different, or want to do something no one has ever imagined possible, do it. You are your only limitation. Just remember that the journey is never easy so stay persistent, think positively, have faith, and envision the bigger picture with you reaching your end goal. This will lead you to unimaginable places.


To check out Nicki’s Kickstarter campaign and the pre-sale of milo+nicki click hereTo read more about Nicki’s experience in Factory45, read her alumni story here.

 

factory45 owner shannon

 


Market45

Introducing NIA

Introducing NIA: Eco-Friendly Knitwear for an Unpredictable Life

This is an interview with Factory45’er Merica Kahn about the launch of her brand NIA, an eco-friendly knitwear company. With the help of a Kickstarter campaign, Merica is raising money for the production run of her first collection.

Please give us a brief overview of your brand and the pieces you’re pre-selling.

NIA is eco-friendly knitwear for an unpredictable life. I came up with the idea commuting to and from New Jersey to New York City five days a week for the last eight years. I wanted to design a clothing brand for the minimalist fashionista who loves to look stylish but who needs comfort for her active lifestyle. The first outfit I have designed and am pre-selling on Kickstarter is a cropped pant, a tank top, and a choker. These pieces easily mix and match with other staple items we all have in our closet and as a full outfit can be easily dressed up or down creating a versatile look that can take you through a whole day.

Why did you choose to launch your brand through Kickstarter?

I feel Kickstarter has a very eco-conscience audience and could connect with my project. Since this is my first time launching my own company, I think Kickstarter is a smart way to learn about the customer and get positive feedback to help get the support I need to create the ideal garments. I think Kickstarter makes it really simple to achieve success and it felt like the right place to start as a young entrepreneur.

Eco-Friendly Knitwear for an Unpredictable Life

What was the most challenging aspect of creating your campaign?

Surprisingly, it’s been the marketing side and building my audience. I love social media and have always been engaged in connecting with people but raising awareness for a new small fashion business is really tough! I am learning more every day and, although it’s not easy, I do enjoy the challenge and creativity in it.

You’ve done months of prep. What helped you keep up your momentum and motivation?

Talking to people about what I’m doing, 100%. I tend to get in my head and sometimes that can be negative. When I speak to people about what I’m doing it is so amazing to have people agree and be excited about what you have to say. It always surprises me when people thank me for the information about the ecological impact fashion can have because they didn’t know. That keeps me going because it truly is important to raise awareness about it.

Can you give us a little insight into your campaign strategy? What has been working and what hasn’t worked as well?

I’ve started by connecting with people that are close to me and trying to spread the word through Facebook and Email marketing as much as possible. I am constantly talking about my project everywhere I go. The most success I have had is directly talking to people about what I’m doing and them being into the idea, which leads to them becoming a backer.

What do you do when self-doubt starts to creep up?

My first reaction is to analyze what I’m doing and think about why I started this journey. I am definitely an emotional person and I think meditating and yoga has really helped me to learn to accept the curves that are thrown my way. After I go through an internal review I immediately reach out to my Factory45 peers, family, and friends. I get as much advice from people who have already been through what I’m going through or have their own businesses. It really helps to hear that they experience the same emotions and situations.

Eco-Friendly Knitwear for an Unpredictable Life

What’s your favorite reward being offered in your campaign?

I love the NIA cropped pant. They are so comfortable. I have literally worn them all day and even fallen asleep in them. I love being able to slip them on and get out the door quickly.

If you had one piece advice for someone considering launching a Kickstarter, what would it be?

Do not rush the launch of your campaign. When you’re ready to launch, you will know. Preparing everything beforehand as much as possible, is the best thing you can do. It will take a ton of pressure off of you during the actual launch and span of the campaign.


To check out Merica’s Kickstarter campaign and the pre-sale of NIA, click hereTo read more about Merica’s experience in Factory45, read her alumni story here.

 

factory45 owner shannon

 


Introducing Ife Medow

Introducing Ife Medow: Sustainable Bags Inspired by The Four Elements

This is an interview with Factory45’er Toyin Ajayi about the launch of her brand Ife Medow. With the help of a Kickstarter campaign, Toyin is raising money for the production run of her first collection.

Please give us a brief overview of your brand and the pieces you’re pre-selling.

Ife Medow is where made in the USA meets the African touch. The Elements Collection is based on the four elements, so I created 4 unique color schemes for the exteriors of each piece using sustainable materials.

I complemented the exterior color schemes with lining each piece with African prints, this allowed me to incorporate my culture. I’m half Nigerian and half Ghanaian so that’s where the name comes from. Ife means “love” in Yoruba my language and Medow means “my love” in Fanti my Ghanaian language. I like to say each piece is made with love. Ife Medow provides gender neutral pieces with RFID protection. We have wallets, clutches, totes, and travel duffles.

Why did you choose to launch your brand through Kickstarter?

There are a few reasons. I didn’t want to start a fashion brand and have to give away equity in my company just to make it. So many people (except Shannon) encourage you to go through venture capitalists or get a bunch of loans, but I didn’t want to give my business away in pieces just to get started or start with a bunch of debt. I also wanted to be able to offer pieces at a discount to early adopters and Kickstarter is a great way to do both.

Ife Medow: Sustainable Bags Inspired by The Four Elements

What was the most challenging aspect of creating your campaign?

I wanted to make sure I was giving people enough information about the unique layers of my brand, but I didn’t want to overwhelm them. Ife Medow has the layer of sustainability, culture, RFID protection and unisex pieces. So the key was to find a way to share this with everyone without bombarding them with information.

You’ve done months of prep. What helped you keep up your momentum and motivation?

While I was doing prep, it’s a rollercoaster but every time I finished a new sample I was refreshed. Positive feedback, meditation, reminding yourself why you set out to do this is really important. It’s also important to practice self-care so you don’t get burned out.

Can you give us a little insight into your campaign strategy? What has been working and what hasn’t worked as well?

Truthfully, I had a full PR strategy and interns up until two weeks before my campaign. Due to unforeseen circumstances, my publicist had to step away and so did two interns. I was really distraught but I knew I had to pull my big girl panties up and get to it.

I wrote a press release to get the campaign in front of more eyeballs than I would be able to personally pitch. And then I had a master media list that I’ve been emailing, this stuff can take time so only time will tell about how successful that will be. I would say the best thing I’ve done was create excitement leading up to the launch; showing the pieces, answering questions and counting down.

What do you do when self-doubt starts to creep up?

Light candles and pray, talk to positive friends and family, have a glass of wine and relax my brain and anxiety.

Ife Medow: Sustainable Bags Inspired by The Four Elements

What’s your favorite reward being offered in your campaign?

Tough question! But if I had to choose it would be the Air Clutch or Water and Earth Duffles. Those are my 3 favorite separate pieces. I offer sets and capsules for each Element as a reward too so I do love having those options.

If you had one piece advice for someone considering launching a Kickstarter, what would it be?

Take your time, do lots of research, be adaptable and go for it!


To check out Toyin’s Kickstarter campaign and the pre-sale of Ife Medow, click hereTo read more about Toyin’s experience in Factory45, read her alumni story here.

 

factory45 owner shannon

 


Market45

video shoot, fashion video shoot, tips, startup advice

A Filmmaker’s “Do’s & Don’ts” of a Fashion Video Shoot

Last week, I spent a whirlwind 14-hour day with the film team behind Falcon Related to reshoot 25 videos for the Factory45 program.

We had five sets, hair and makeup, and four people working within a 800 sq. ft. space. I’ve done a bunch of shoots over the years and although this was our most ambitious, it was the most professional and well organized — by far.

So, naturally, it got me thinking about why this shoot was so much smoother than the others and what observations I can pass along to all of you.

If you’re planning a video shoot for your fashion brand in the future — whether it’s a Kickstarter video, a lookbook shoot, a commercial or even a YouTube series — then read on.

I’ve asked Kestrel and Drew of Falcon Related to join me in sharing their best “Do’s and Don’ts” of a successful fashion shoot.

SHANNON

DO:

  • Include a teleprompter in your equipment list. If you’re shooting a video that requires you to talk directly to the camera, then it’s absolutely worth asking your film team to include a teleprompter with their rental equipment. It can be as simple as an iPad with a reflective screen and there are tons of teleprompter apps you can download. This one trick has saved me HOURS — if not days — and will make the delivery of your script 100% better than it would if you tried to memorize, look at cue cards or ad-lib.
  • Create a timeline for the day. Your shoot is going to take longer than you plan for — that’s pretty much guaranteed. But you should absolutely create a timeline for the day so you at least have benchmarks to keep you on schedule. If you’re shooting outside, then you’ll need to know what time the sun sets. Our shoot went four hours over our timeline, but we didn’t need natural light. Make sure you have a backup plan if things run long and give yourself a buffer in the schedule.
  • Have snacks & arrange for lunch. My blood sugar crashed way before we were set to break for lunch. Luckily, I had planned ahead and bought healthy snacks the night before. You’ll want to make sure you do everything possible to keep your energy up — and even more importantly, the energy of your crew, models and team. Avoid salty foods or snacks with processed sugar that will cause high’s and low’s. We had nuts, raspberries, bananas, yogurt-covered raisins and dried mango and it kept everyone going until lunch. And yes, if you’re on location you’ll want to arrange for lunch to be delivered before the break that you’ve scheduled on your timeline.

DON’T:

  • Skimp for the cheapest option. Like most things in life, you get what you pay for. Of course there are the rare occasions when a novice can create a beautiful video, but that’s typically not the case. Depending on the depth of the project, you should expect to pay between $3-5K to hire a film team that knows what it’s doing. More than the price tag on the project, though, don’t…
  • Hire someone without seeing their past work. This is probably the most important piece of advice I can give you when it comes to finding and hiring your team. A professional filmmaker should have a portfolio or reel, as well as an Instagram feed where you can get a taste of their past work. Everyone has different styles and you need to find the film team that aligns with the style of your brand.

KESTREL & DREW

DO:

  • Create a shot list. This helps both sides (video team and designer/brand) understand what absolutely needs to be accomplished during the shoot. While it’s always fun to stray and embrace the creativity of the moment, the shot list serves as a great guide to help you get the most out of your shoot.
  • Have patience. Preparing for each shot isn’t going to happen in five minutes. There are many factors involved beyond the camera and the photographer. From the lighting and gear to the framing and audio, these individual components don’t come together without time, orientation to detail, and teamwork.
  • Keep communicating. After production day, the editing begins. As a designer/brand, it’s important to have a clear vision for your end product before the editor gets to work. Being able to communicate how you envision your video appearing will really help bring a project together.

DON’T:

  • Go with the cheapest option. You want to create the highest quality product possible, so try to find the best production value, while keeping your budget in mind.
  • Get disorganized with your feedback. When it comes to the details of the editing process, it can get really overwhelming. Organize all your edits and thoughts into one place – a Google doc works great. This allows you to clearly see which edits you’ve shared with the editor, and allows the editor to “cross out” your edits once they’ve been addressed. Maintaining this clear back and forth allows the final product to come to fruition faster.

To learn more about Falcon Related’s work, go here. You may recognize some past Factory45’ers : )

 

 


Market45

two fold, capsule clothing, sustainable fashion

Introducing Not-So-Basic Basics, Sustainably & Ethically Made in the USA

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.

Two fold, ethically made, capsule clothing, sustainable fashion

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.

Two Fold, ethically made, capsule clothing, sustainable fashion

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.

Two Fold, ethically made, capsule clothing, sustainable fashion

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.


To check out Morgan’s Kickstarter campaign and the pre-sale of Two Fold, click hereTo read more about Morgan’s experience in Factory45, read her alumni story here.

 

 


Market45

 

crowdfunding factory

What’s the difference? Factory45 vs. The Crowdfunding Factory

“Sisters, not twins.”

That’s what I told my web designer when we first started talking about the branding and design for The Crowdfunding Factory.

I said it needed to be clear that The Crowdfunding Factory was not the same as Factory45, but more like its little sister…

And that’s when we became two normal people talking about websites as if they were humans.

: )

But in all seriousness, I know there might be some confusion about how The Crowdfunding Factory is different from Factory45 and today I want to get really clear on that.

Factory45 is a six-month online accelerator program that takes sustainable apparel companies from idea to launch — including sourcing, pre-production, manufacturing, marketing, selling and crowdfunding.

Applications only open once per year so I can work closely with one dedicated cohort of entrepreneurs at a time.

There is 1-on-1 support, group calls and a community element that creates an exclusive experience for those people who want to build their companies in a sustainable and ethical way.

The tuition for Factory45 is $500/month for six months, and I can be as involved in helping you build your business as you want me to be.

The Crowdfunding Factory is a self-study course that acts as a stepping stone to Factory45. It’s for the people who are eager to join Factory45, but they don’t want to wait until the spring to get started on planning their launch.

As you’ll learn in my courses, a detailed marketing strategy that takes you to pre-selling on Kickstarter are the two main pillars of a successful fashion brand launch.

When you begin your launch strategy with The Crowdfunding Factory, you’re getting a huge head start on creating a campaign that will ultimately fuel every other aspect of your business.

 

And the best part? Come spring, when you’re ready to join Factory45, you’ll have a marketing strategy in place that you’re ready to implement.

Which of course, means that you’ll have more time and energy to devote to sourcing the perfect materials and working on product development.

So, that just about sums it up.

  • If you plan to join Factory45 in the spring, then The Crowdfunding Factory is for you — and you’ll receive $500 off your Factory45 tuition, which is one month free.
  • If you already have your samples and manufacturing lined up, then The Crowdfunding Factory is also for you. It’s the next best step to taking your brand from pre-production to pre-sales.

My intention with all of this is to set you up with several different ways to be successful.

Sign up here to find out when enrollment opens!

 

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