Merchandising/Marketing/Retailing: Branding

Mining of Crowdfunding Success: Evidence From Fashion Projects on Kickstarter

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Abstract

The purpose of this study is to find out factors that can make fashion projects successful in crowdfunding by using big data analysis method. Data from 2334 worldwide apparel brands from crowdfunding site ‘Kickstarter,’ that succeeded in collecting 100% or more funds, were used for the analysis. Python programming language was used to collect the data, and keyword analysis was used to reveal dominant properties of successful projects in Kickstarter. Centrality analysis shows that successful projects shared attributes such as design, shirt, sign, women, comfortable, textile, sustainability, performance, and high-quality. To achieve success in Kickstarter, entrepreneurs had to ensure their specialties compared to other projects by highlighting their own design or inspiration. Also, highlighting the sustainability and social issues was important. This study has important contributions to entrepreneurs or pre-entrepreneurs by analyzing keywords that not only suggests successful crowdfunding factors, but also shows overall trend and flow in crowdfunding market.

Keywords: crowdfunding, fashion, kickstarter, successful factors, text mining, semantic network analysis

How to Cite:

Min, Y., Ju, N. & Lee, K., (2022) “Mining of Crowdfunding Success: Evidence From Fashion Projects on Kickstarter”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15942