For the last four years the AGE company from Odessa, Ukraine, has had four successful campaigns on Kickstarter and has raised almost $300 000. Their fifth project was a dress called Omnia. The team wanted to raised for it starting from $3 000, but eventually they got more than $7 000.
The new dress Omnia 2Go consists of two parts: two-sided top and a long skirt which has a pulling string in the bottom. Such construction as the creators claim will allow making more than 20 looks. This model was made from cotton, polyester and elastics. The dress is available in four colors: beige, black, yellow, and white. The price for one dress on Kickstarter is from $39 which 56% less than a future retail price – $89. It took five months to produce this Omnia 2Go dress and start the campaign. And it took about 3 months for 6 people to finish it. The predicted budget is $13 000. About $2 000 are going to be spent for the advertising in Facebook and Instagram. Another $2 000 will be used for articles in magazines and for promotion in crowdfunding sites.
Promotion in Facebook and articles in magazines are the most useful ways of product promotion. Instagram is also a good means here. According to people who work in marketing, another source of promotion can be bloggers, but, as those people claim, the product needs to be of a good quality in order to attract a blogger. The new Omnia 2 Go dress will be released into the market in 25 July. The company is going to produce up to 500 dresses a month, if their project is a success. The previous model of this dress which was more for fall-winter season was completely sold out, so the creators expect huge sales this time as well.