What fashion startups should know before launching Crowdfunding projects: Focusing on Wadiz reward Crowdfunding

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2021-04-03 DOI:10.1080/20932685.2020.1870521

Jisu Ko, E. Ko

引用次数: 5

Abstract

ABSTRACT Wadiz, the largest Korean crowdfunding platform, recorded a 197% year-on-year growth of reward in crowdfunding projects for the fashion and accessory category in the first half of 2019. With this in mind, this study collects 135 cases of fashion and accessory projects from Wadiz to explore the success factors and impactful variables on the funding ratio. The study found that the project signals (the number of backers), social engagement (the number of Instagram followers) affected the funding state. In contrast, reward properties (category, target, and product property), had a significant impact on the level of funding ratio. As an initial study focused on fashion crowdfunding, this study provides practical implications to predict the success factors of fashion crowdfunding that small fashion companies can meaningfully utilize.

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时尚创业公司在启动众筹项目之前应该知道什么：关注Wadiz奖励众筹

摘要：2019年上半年，韩国最大的众筹平台Wadiz在时尚配饰类众筹项目中的奖励同比增长了197%。考虑到这一点，本研究从Wadiz收集了135个时尚和配饰项目的案例，以探索成功因素和对资金比例的影响变量。研究发现，该项目的信号（支持者的数量）、社会参与度（Instagram粉丝的数量）影响了资助状态。相比之下，奖励性质（类别、目标和产品性质）对资金比率水平有显著影响。作为一项专注于时尚众筹的初步研究，本研究为预测小型时尚公司可以有意义地利用的时尚众筹成功因素提供了实际意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.