[Apparel] Building a Fanbase Over 4 Years and 60 Funding Rounds with Basic Products

#4

210Edit by Im Ah-hyun maker
"Fashion Funding: A Success"

'210Edit' Maker Profile

3-Line Summary

• 210 Edit, whichoffers clothing that anyone can wear without hesitation , has run more than 60 funding campaigns over the past four years.
• The brand has consistently introduced new products by incorporating details such as *wrinkle-free fabric and goose down lining into simple designs.
• By resonating with supporters who found conventional clothing uncomfortable, the brand achieved cumulative funding of over 2.8 billion won and was selected as a wadiz NEXT BRAND—a remarkable accomplishment. This success has enabled the brandto establish a long-term strategic vision.

210 Edit: A brand that adds “a little something extra” to basics

The 210Edit team and CEO Lim Ah-hyun (center)

Q. Hello. Could you please introduce 210 Edit? 

Hello. We are 210Edit, a daily wear brand now entering our fifth year. We create clothing that isn’t just pretty, but also makes everyday life “just a little more” comfortable. 210Edit products feature clean designs thatare easy to wear in any situation , along with features like hem lines that allow for custom trimming and a cool-touch finish—all designed to eliminate the discomfort often found in conventional clothing. I believe the reason we’ve been able to consistently earn support through more than 60 funding campaigns so far is thanks to our supporters, who have cheered on our belief in prioritizing the essence of clothing.

While we’re currently focusing on online sales, including through wadiz, our goal is to grow into a brand that can also be found in physical stores in the future. We hope that through 210 Edit’s products and services—which reflect our vision—more people will be able to enjoy clothing without any worries.

Q. The main tagline, “Just a Little More,” is very memorable. How did it come about?

My husband, who is a fashion designer, and I have alwaysbeen interested in improving discomfort or upgrading existing products. Applying this approachto clothing was the beginning of “Just a Little More.” Since clothes are always in contact with our bodies, we felt that style alone wasn’t enough. We thought it would be even better if they were comfortable and equipped with features suited to different situations. Products like the “Dressed-Up T-Shirt” and the “Zero-Gravity Set” were created by adding these missing functional elements one by one. Sometimes we improve mobility with stretchy fabrics, and other times we enhance breathability by changing the *knitting method—all these improvements come together under the “Just a Little More” brand.

Q. It can’t be easy to consistently incorporate “a little more” while introducing products that transcend seasons and genders. What do you focus on most when preparing new products?

We focus most on combining trends with consumer needs.

Every season, there are products that sell the best—the ones consumers simply must have. In summer, it’s short-sleeve T-shirts; in the dead of winter, it’s coats. Since the demand is clear, we naturally have to release them, but the problem is that other brands are thinking the same thing. Similar products lack impact, so differentiation is necessary—and for us, that “little extra” is the solution to the inconveniences consumers experience.

For example, coats are a winter essential, but they often lack warmth—so much so that there’s even a term for it: “freezing in a coat.” You either have to stick with a coat even though it’s cold, or give up on style and wear a puffer jacket. That’s when we launch a “slightly warmer coat” by enhancing the warmth of existing coats with windproof coatings or goose down lining. By offering consumers a new option, we encourage them to make a purchase. We’re always thinking about how to combine “a little extra” with best-selling items and express them in our own unique way.

The designs may be simple, but the manufacturing process is anything but

The product development process unique to 210 Edit 

Q. Identifying market needs must be important. Does 210 Edit have its own unique method for identifying consumer needs?

There are two approaches: starting with a pain point or starting with the material.

First, since I’m a consumer myself, I start with the inconveniences I’ve personally experienced. I identify the shortcomings I’ve felt when buying clothes and try to address those specific points. Then, I look for other people’s pain points through reviews. These days, it’s easy to check reviews, so I thoroughly browse not only our own product pages but also those of other brands. 

In addition, I ask people directly through interviews or wadiz surveys, and I also get ideas from social media. Since social media recommends posts based on your interests, it’s easy to catch up on the latest trends and issues. Even if the content is lighthearted, it can provide unexpected inspiration, so I try to check it out whenever I have a moment.

A scene from the material testing for the “Ice Knit,” which boasts unobstructed breathability 

On the other hand, sometimes a product starts with the fabric itself. Since we *weave our own fabrics, we’re constantly researching them—and in that process, we sometimes create materials that didn’t exist before. The process of considering how new materials can be useful in everyday lifeIf a new product idea comes to mind during this process, we create a sample, test it, and then launch the final product.

Q. It doesn’t seem easy to create simple clothing while still highlighting the details.

That’s right. It’s really difficult to create pieces that are basic yet beautiful—and still sell well. Even with the same item, the final result can vary by the slightest detail, and since we don’t use logos or prints, the fit is crucial. We believe this aspect relies entirely on the designer’s expertise, so we leave the fit to the designer while other teams analyze relevant data. We identify preferred designs and colors based on sales results from previous products and customer reviews, then incorporate them into production . We put a lot of effort into data analysis to ensure our clean, minimalist designs meet the public’s expectations.

Wadiz funding: The driving force behind the brand’s launch and growth

210 Edit’s First wadiz Funding Campaign

Q. I heard you launched your brand on wadiz. What prompted you to try crowdfunding?

I first learned about crowdfunding while working at my previous job, when I saw a neighboring team launch a new product through wadiz. At the time, the initial production run for that new product was large, so we had to manage both the launch and inventory simultaneously. Using conventional methods, it’s difficult to generate sales right at the start of a launch, which can lead to inventory issues. However, after successfully running a wadiz funding campaign,I found that not only did it raise awareness of the product, but it also allowed for a large volume of sales at once, which helped clear out inventory. I found this process so appealing that funding naturally came to mind when I decided to launch my own brand. 

I chose wadiz among various platforms because I judged it to be the most active in funding. In the early stages of the business, funds are often limited, but being able to receive the raised funds in advance allowed us to ship products to backers. It alsoprovided an opportunity to promote our newly launched brand, which was a practical help.

Q. What do makers see as the advantages of wadiz?

It was great to be able to consistently run the business in the direction our brand aims for.

If our goal is “clothes you can wear easily every day,” the price point must also be affordable. Reducing costs through mass production is essential, but we have to be careful because if sales don’t keep up with production, we’ll face inventory issues. However, funding allows us to sell large quantities at once, so we can minimize inventory concerns and maintain reasonable prices.

The funds raised through funding are also helpful. Fashion trends change rapidly, and the season during which specific items can be worn is short, so we have to time our launches just right. It’s not easy to juggle product production and preparations for the next season simultaneously. By utilizing the funding funds, we can launch products without any gaps while reducing the financial burden. Since this system allows us to achieve what we’re striving for, I think that’s why we consistently run funding campaigns.

 Supporter reviews posted in the Community after a project ends

Q. Not long ago, your cumulative number of supporters surpassed 30,000. Having met so many people, do you notice any differences between wadiz supporters and customers on other e-commerce platforms?

There are many distinct differences between these two types of consumers, but the most notable one is “level of engagement.” On external marketplaces, there are many low-engagement customers who leave reviews only if they really love the product or are very disappointed with it. 

In contrast, wadiz supporters actively share their detailed comments regardless of the product’s rating. Although I’m used to detailed feedback now, in the early days, I sometimes wondered, “Do they really see this as an investment in our brand?” Also, it seems they aren’t satisfied simply by buying a piece of clothing because it’s pretty; they need that “little extra” to be truly satisfied. I believe that only by meeting their functional needs can we encourage repeat purchases or additional funding—and ultimately turn them into brand fans.

From funding to the NEXT BRAND program,
four years of growth alongside wadiz

Q. You’re consistently selling products through your store as well as through funding campaigns. What do you find appealing about the wadiz Store?

I like that I can import the funding story as-iswithout having to create a new product page, and thatI can change option quantities at any time. When using multiple e-commerce platforms simultaneously, the platform you need to prioritize changes depends on your company’s marketing schedule or promotions. If you can’t predict sales volume or adjust inventory levels, management becomes difficult—but since the Wadiz Store lets me adjust available quantities, it made management much easier.

Another advantage is thatit encourages repeat purchases from supporters. No matter how much you love a product, it’s quite a hassle to search for the brand, visit the brand’s own online store, and then find and purchase the product again. This is only possible with high customer satisfaction, and since wadiz handles this entire process within a single platform, I believe the path to repeat purchases is definitely shorter and easier.

 CEO Lim Ah-hyun introducing 210 Edit at the NEXT BRAND Showcase last September 

Q. Having been selected for the NEXT BRAND program, it seems you’ve truly experienced all of wadiz’s services. Could you tell us about the selection process and your thoughts on it?

We were fortunate to be selected for the NEXT BRAND program. Since it was our first investment, the process wasn’t easy, but it was a huge help for the brand’s growth.Just learning how the investment processworks was a new experience in itself, and we gained insights in many areas—from writing the presentation materials for the IR pitch to developing the brand’s growth plan. Since our selection, they’ve also been helping us with brand incubation, so we plan to use this as a springboard to take our brand to the next level.

Q. What do you think about 210 Edit influenced the selection as a NEXT BRAND?

During the evaluation, the judges primarily reviewed the projects we’d carried out so far and our future plans both within and outside of wadiz, and I think they viewed our consistencyfavorably. While there have been quite a few fashion projects on wadiz that have received over 100 million won in funding, many of them tend to move outside the platform after achieving success. However, we ’ve continued to launch new products on wadiz and have grown alongside the platform, and since we plan to continue doing so, I believe this is why we received high marks in this area.

Additionally, I think setting long-term goals, breaking them down into smaller steps, and implementing them gradually also played a role. Small brands or individuals often fall short in planning and execution, but we make sure to manage these aspects, even if only to a minimal extent.I believe our concrete plans for the future, our implementation strategies, and how we intend to utilize wadiz within that framework were helpful.

If you take the time to carefully craft your brand story,
it won’t be hard to elicit a positive response from your supporters.

Q. We’re excited to see what new appeal you’ll showcase in the future. Could you tell us about your future plans? 

So far, we’ve focused our projects on basic items, but someday I’d like to try combining funding with a social campaign. Rather than simply selling clothes, we’d run a public-interest funding campaign that incorporates elements contributing to society. I think the experience of working with supporters to create a “slightly better” world would be meaningful in itself, and it could also serve as an opportunity to introduce our brand to new supporters. 

Q. Finally, could you share a few words for aspiring makers preparing to launch funding on wadiz? 

I recommend thinking about “what you want to show your supporters” right from the product planning stage. wadiz isn’t a platform where clothes sell well just because they’re pretty. While the fashion and accessories categories may make up a large portion of the platform, Wadiz is different from a dedicated fashion platform. That’s why I think a mainstream style is more advantageous than a bold design, and it’s important to effectively convey the product’s practicality through your Story. However, since it’s not easy to articulate this through content, I recommend taking the time to develop your brand’s unique narrative right from the product development stage.It might be tough at the time, but it will definitely pay off later. 

Even though we’ve run dozens of funding campaigns, finding what truly resonates with our supporters remains a challenge for us. That’s why we analyze successful projects and study what catches our supporters’ attention to figure out how to make our funding campaigns “just a little better.” We’re working hard to infuse 210 Edit’s unique style not only into our products but also into our content, so please look forward to our future funding campaigns. 😊

Written by Jeong Da-hye,Edited by Han Ji-hye