#17

Sailors Maker’s
Bag Funding Campaign Was a Success.

3-Line Summary

• Sailors is a brand that helps working women eliminate distractions outside of work so they can focus solely on their careers. CEO Yang Yu-jeong launched Sailors through her first wadiz funding campaign while she was a college student and has since launched a total of 12 funding campaigns.
• Among these, the Root Backpack project—which offered Rewards designed to address the shortcomings of women’s laptop backpacks—raised a cumulative total of 110 million won. (Go to the project)
• CEO Yang Yu-jeong described wadiz as “a place that helps college students and young makers start a business even without capital, and a place where they can meet their first customers.”

  
  

PART 1. Sailors’ Beginnings

Sailors: A brand that lets you focus solely on your work

Sailors CEO Yang Yu-jeong

Q. Hello. Could you please introduce Sailors and the maker?

Hello. I’m Yang Yu-jeong, and I run Sailors. Sailors is a workwear brand dedicated to solving the inconveniences working women face. I started the brand while I was in college, and it’s now been five years. 

Back then, I was working on a project-by-project basis and had frequent meetings, which is when I realized there were many things about the clothes and bags I wore to work that were bothersome. I founded Sailors to help working women overcome the hassles they have to deal with outside of their actual work, so they can focus solely on their jobs. 

Q. I’m curious about the inconveniences you experienced at work and how Sailors’ products solved them.

When I’d give presentations in a blouse, I’d worry about sweat stains showing through or my undergarments becoming visible. 

Since the fabric had absolutely no stretch, my movements were restricted, which was very uncomfortable. If I wore a button-down shirt, buttoning it all the way up made me look stuffy, but leaving it unbuttoned made the neckline too low—there were always details that bothered me. Tucking in my shirt and checking my appearance turned out to be quite a hassle. That’s why we created the Silky Walk Shirt. We designed it with a three-dimensional cut to allow the wearer to move more naturally, and we also adjusted the button placement. 

Sailors’ Silky Walk Shirt (left) / Root Backpack Gray (right)

Also, when I went out on business or to meetings, the laptop bag weighing down on my shoulders was a real burden. You have to carry a laptop, charger, and mouse as a minimum, and when you add your personal items, the bag gets so heavy that I’d often feel completely drained before even leaving. Most designs were clunky briefcases or student-style backpacks, so even when I’d coordinate my outfit and shoes perfectly, the bag would sometimes look completely out of place. 

I created the Root Backpack because I felt there was a need fora lightweight laptop backpack that goes well with any outfit and features soft padding to keep your shoulders comfortable.

Root Backpack: Solving the Hidden Concerns of Working Women

Root Backpack First Project (2021)

Q. The Root Backpack project has raised over 100 million won in cumulative funding. What do you think was the key to its success?

I believe we achieved this success because the essence of what customers wanted aligned with the essence of the product.TheRootBackpack was created to address the subtle discomfort working women felt when using laptop backpacks. These were features found in typical backpacks that people took for granted—problems that were hard to pinpoint or even recognize, yet somehow caused discomfort—and I wanted to improve them. 

Thanks to the hidden side pockets, you can easily retrieve your cards without having to bring the backpack around to the front.

For example, all the pockets are located on the front or inside of the backpack, so you have to bring the bag around to the front and search for your wallet. Or, if you put a tumbler inside, it might tip over or tilt, causing it to leak. By identifying these issues and carefully gathering supporter feedback, we successfully incorporated them into the Root Backpack, which is why our supporters resonated so strongly with it.

Another factor is that many supporters on the wadiz bag funding platform prioritize practicality as well as design. We’re a brand that focuses on introducing functional products rather than just pretty ones, and since many wadiz supporters align with our target audience, we were able to successfully wrap up the project.

Reviews from supporters who participated in the Sailors funding campaign

Q. Are there any memorable moments or reviews from communicating with your supporters?

First, I remember the times we received encouragement asking us to keep Sailors going. Since we’re a brand dedicated to solving the inconveniences working women face, supporters often cheer us on , saying, “I hope Sailors does well.”Every time that happens, it really gives me a boost—it makes me realize, “There are so many people walking alongside us on this journey, and there are people who provide funding out of their genuine support for Sailors.” 

Among the reviews, I remember one supporter who mentioned that she wore the Root Backpack to a family gathering, and her sister-in-law looked at the product and listed its advantages one by one. The review said that as soon as she saw the backpack, her sister-in-law remarked, “It goes well with any outfit, and it’s a lightweight bag with great storage capacity.” I was truly delighted that someone who hadn’t even seen our project was able to grasp the core message of our funding story just by looking at the product.

Q. How did you feel after the funding campaign ended? With such a successful outcome, I imagine you gained a lot from the experience. 

Yes, that’s right . The biggest takeaway for me was that the hypotheses we formulated while preparing the project were quite accurate. For example, we thought, “Working women must face these kinds of inconveniences when carrying a laptop”—such as clunky briefcase-style designs, disorganized storage, weight that strains the shoulders, and the bulk it takes up on public transportation. 

We anticipated the problems our target audience would face when wearing a laptop backpack internally at Sailors, and we gathered feedback by communicating with our Instagram followers and supporters. After listing these problems, we used them as the basis to develop the product and craft its Story. Since the project we prepared in this way concluded quite successfully , we felt confident that our approach to developing and launching products was on the right track, and we learned that we should continue preparing products in this manner going forward. 

PART 2. Establishing Our Brand Tone Through 12 Funding Campaigns 

A platform where you can boldly convey your brand value even without capital

CEO Yang Yu-jeong’s First wadiz Funding Campaign (Source: @sailors_yujeong “How I Made Money”)

Q. You launched your first funding project while you were a college student, and since then, you’ve continued to use wadiz as a young entrepreneur. What does wadiz mean to students or young makers?

“A place where you can start a business even without sufficient capital, and a place where you can meet your first customers.”I think. 

Typically, when a brand first starts out, its name recognition is low, and not many people have tried its products. In most cases, no matter how good the product is, there’s no one to recognize it. Also, if you jump straight into the general market, you have to start out competing against major brands or small but strong brands that already have a solid fan base. 

But on wadiz, I believe there are discerning first fans and customerswho listen when you talk about your brand’s value and recognize your products.

Q. I was surprised to hear that Sailors has launched a total of 12 funding campaigns.

As we’ve launched multiple funding projects , we’ve gained fans among wadiz supporters.Since theytrust us and come to back our projects, we naturally kept launching new ones on wadiz. 

Also, every time we launch a new project on wadiz, we can showcase Sailors’ consistent brand tone through Stories and News to a wide, diverse audience. So it’s been great to meet new customers who appreciate Sailors’ products and vibe.

Q. Is there anything you’d like people who launch multiple funding campaigns on wadiz to keep in mind? 

I believe that each project story shouldn’t stop at the product itself—it should ultimately contribute to the brand.In other words, every story should embody the brand’s image, voice and tone, and overall vibe. 

That’s why, rather than just highlighting the product in our Stories, we consistently convey the message “This is Sailors’ [Product Name]” through our visuals, story design, and copy. People who pick up on that often visit Sailors’ Instagram or our official online store. Even though they were supporters we met on wadiz, they didn’t just stay on wadiz—they crossed over to other platforms and became fans of our brand.

Crafting a compelling Story by understanding the thought processes of supporters

Q. From a supporter’s perspective, what helped you craft an engaging Story?

I think I can summarize it into two points. First, I collected successful fashion and accessories projects on wadiz and analyzed why they did well.I looked closely at how the Storieswere written and what key points were emphasized in the product design, and I thought long and hard about how to apply those insights to Sailors’ products.

The Root Backpack funding story demonstrates, from a supporter’s perspective, that the bag features dedicated compartments for different items, making it easy to stay organized even with a lot of belongings.

Second, we worked hard to eliminate any potential reasons for supporters to back out for each product.When people see a bagwithgreatstorage capacity,they naturally wonder, “Won’t it be heavy?” or “Won’t it be hard to keep things organized if I carry a lot?” If these doubts aren’t addressed, they can become barriers to participating in the funding. 

So, we compiled the thoughts and questions that might arise when people encounter the product’s strengths. We realized that using this as a reference during product development or when writing the Story would help make the product more appealing to supporters. By anticipating the thoughts that pop into customers’ minds when they see the product’s strengths and addressing them head-on, I practiced structuring the Story. 

As a result, the Story for the Root Backpack was finalized as “a lightweight bag with excellent storage capacity and organization, and one that doesn’t strain your shoulders even when it gets heavy with a lot of gear.”

Q. Another key feature is how the brand’s tone remained consistent across all the Stories. How did you achieve that? 

It’s important not to base decisions solely on elements that look cool or seem likely to deliver immediate, big results. We clearly identify who our customers are and base we make every decision and create our Stories. 

Even when writing a single line of text, we never include anything that doesn’t align with Sailors’ brand voice and tone. For example, “Unprecedented Rewards package—this offer won’t be available tomorrow.” This kind of story creates a sense of urgency, making it feel like people need to participate in the funding campaign right away. Even if it boosts the immediate funding achievement rate, I don’t think it will be of much help in the long run for the brand’s image or its survival. Above all, we know that’s not the tone preferred by those who love Sailors or the people who fund our products.

Also, while many fashion brands these days shoot their products with foreign models, we cast models who are either actual Sailors users or women who look like they’re working professionals. 

We have them wear makeup that our target audience would wear, clothes they’d actually wear, and we book studio locations that resemble places where they might work. I think it’s probably thanks to those efforts that our brand’s tone has remained consistent.

PART 3. A Message for Aspiring Makers

Give wadiz funding a try to connect with potential fans.

Q. I’m increasingly curious about Sailors’ new challenges. What plans do you have for the new year?

Just as we’ve launched many storage-related products so far, we plan to continue introducing products with ample storage capacity. The “Pooksin Bag” project, which we’re set to unveilon wadiz in December, is a bag that emphasizes storage capacity. At the same time, it’s so cushioned that your shoulders won’t hurt even when it gets heavy. Plus, unlike typical bags, it’s made of nylon, so it’s soft, lightweight, and easy to wash. 

Next, I plan to focus on office wear. Whether working at a desk or out in the field, I want to design clothes that prioritize comfort so they don’t get in the way of work. Products like blouses where the sleeves don’t ride up when typing, or pants that don’t feel tight even after a heavy meal. Design-wise, I also aim to create clothes that give people the impression, “Oh! She seems like she’d be good at her job.”

I want to continue launching products that address the inconveniences working women face, just as I have been doing. I also want to keep taking on new challenges in product categories beyond clothing and bags. While Sailors’ reputation and sales are important, above all, I hope our brand will be filled with products that have a clear purpose—each one specifically designed to solve a particular inconvenience, with a well-defined reason for its existence.

Q. Finally, please share a few words for those preparing a wadiz funding campaign.

“Please prepare with all your heart.”I’d like to say that. Sometimes, people take on the challenge of launching a product on wadiz with a casual attitude. But wadiz is a space where you can meet people who could become your potential fans. 

If you prepare with all your heart—with the mindset that you’re meeting the first fans of a well-crafted product that embodies the essence of your brand—I believe that sincerity will shine through in every detail you touch, from photos and Stories to News. That sincerity will also spread and lead to positive comments in the Community. I think preparing a project with sincerity is a great opportunity to gain fans who truly love your brand. 

✅ If you’re a small brand looking to scale up
Sign up for the product sales course by the wadiz PD who has achieved cumulative sales of 10 billion won: “
” (Click)

Want to read more articles on [Fashion & Accessories Funding]?

• [Interview/210 Edit] The Secret to Gathering 30,000 Supporters with Basic Products
• [WHY wadiz series] Why Do Vegan Brands Thrive on wadiz?

Makers, check out the services you need! 

• Check out the [Maker Events] available for registration now
• Sign up for [wadiz funding workshops] led by funding experts
• Start your project with a [wadiz Expert Partner]

Interviewee  Written by CEO Yang Yu-jeong, Edited by Nam Hyun-sol and Han Ji-hye