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Chapter Seven: Crowdfunding Nascent Fashion Brands
Abstract: With increasingly fierce competition and the sheer volume of competing calls on the viewers’ attention in crowdfunding, there is an inherent need for fashion brands that wish to remain significant in their market to be heard through an array of media and social channels simultaneously. This problem is not new. Fashion brands have been at the forefront of the fight to be relevant and add value to their customer segments for some time, implementing various degrees of co-creation has been one way to do this.
Building trust and remaining relevant under these market conditions is a form of competitive capital that must be both earned and considered when strategic choices over positioning and perceptions are being taken in the planning process. Co-creation and customer participation can manifest in many forms that can enhance the relationship of a fashion brand with their target audience. These various forms are the focus of this chapter where best practice and empirical observations of a particularly unique segment of fashion are used to demonstrate how brand interaction in a crowdfunding campaign can add value. Including the shift from co-creation of authentic experiences with the weaponised consumer as participant and co-creator in the authentication of the brand, to one where the entire supply chain is involved in the authentication process and used to position a brand as one that resonates with their consumers by focusing on human well-being, environmental and/or economic sustainability.
Key words: crowdfunding / co-creation / interactivity
Harvard: Buckingham, C. (2023). Crowdfunding Nascent Fashion Brands, In E. Bazaki & V. Wanick (eds), Reinventing Fashion Retailing. Palgrave Studies in Practice: Global Fashion Brand Management. Basingstoke: Palgrave Macmillan.
Chapter Five: Crowdfunding Serious Games
Abstract: In serious game design, addressing issues related to the value and opportunity of the development of a game is vital in the early stages, creating a more structured and robust approach by exploring the business case. Present frameworks provide an in-depth analysis of game design models but often fail to state the case of predetermined target markets and new funding options for serious game design. Crowdfunding is an emerging funding path for these games and one that leads the vanguard in breaking with traditional forms of raising funding. This chapter aims to help in addressing an existing limitation in the literature by reviewing an existing framework on game design and blending this with the concept of crowdfunding. This chapter proposes the extension of a framework that reflects the possibility for early crowdfunding of a serious game.
Harvard: Buckingham, C. & Wanick, V. (2021). Crowdfunding Serious Games: Towards a Framework, In F. Marzullo, & F. Oliveira (eds), Practical Perspectives on Educational Theory and Game Development (pp. 112-129). Hershey: IGI Global.
Finally, a teaching resource based on empirical observations at the crowdfunding coal face.
This is a complete resource for busy teachers with a full plan for each of the 24 cases.
Each task-based plan includes a case study, expert insights, discussion topics and task response sheets where your learners can map out how they would tackle the task they have been assigned. As an additional bonus these cases also come with a reflection page where teacher and learner have the opportunity to discuss their changes in understanding and record reflections of the case.
A complete lesson plan in one easy-to-use format.
As crowdfunding becomes a more important tool for anyone with a great idea, teaching the basics and learning from past campaigns is a must for modern teaching of entrepreneurship and communication in management and practice-based programmes. This resource offers expert insights while allowing learners space to explore the issues and possibilities that crowdfunding can offer.
If you want to support us, fab, but there is a free version here: www.rebelniche.net
Harvard: Buckingham, C. (2021). Crowded Cases. Reading: Blurb Publishing Ltd.
The Crowdfunding Readiness Assessment is a new approach to campaigning that's having an international impact. It is changing the way crowdfunding campaigns are being designed.
This second edition of the Crowdfunding Readiness Assessment is about learning how to create the best campaign you can by extending your knowledge and testing your understanding.
Created with input from leading global academics and business thinkers in the crowdfunding ecosystem this is an essential tool for anyone seeking to crowdfund their vision.
Now is the time to start planning properly and get crowdfunding ready.
Harvard: Buckingham, C. (2019). Crowdfunding Readiness Assessment, 2e. Winchester: minivation.
Crowdfunding's time has arrived! Through the power of the Internet, it represents one of the most exhilarating ways to raise investment funds for your dream project. It enables you to get exposure in the public domain and can mean a seal of approval being given to your ideas by the masses. Developed from crowdsourcing - where people get together to generate ideas and solve problems - crowdfunding is an extension of this, only now the crowd add money (funding) to a project. It offers investment solutions to project needs in all sorts of fields, from apps to zoos.
This book provides unrivalled explanations and frameworks to help any entrepreneur or business to prepare and execute a successful crowdfunding campaign and raise the capital they need. It contains expert insights and advice from the major players in the sector, including the leading crowdfunding sites, on how success can be achieved.
Harvard: Buckingham, C. (2015). Crowdfunding Intelligence: The no-nonsense guide to raising investment funds on the internet. London: LID.
Click here for link to my Ph.D. Thesis:
Serious game design for developing fluency in crowdfunding (2019).
Older titles published under Buckingham English.
2012
Story Cloud (workbook)
Management Guru (workbook)
2011
Enterprise Action Series (workbook).
2010
Student Focus series (3 title series workbook - Business English).
Textercise (workbook).
2008
Hero or Villain (workbook).
Silly Season (workbook).
2006
Textation (workbook).
Site Survey (workbook).
Tenses Tour (workbook - rebranded Timelines in 2009).
Token Talker (workbook).
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