[manilafolder]

I'm speaking completely outside of my subject area, so take this with a large grain of salt but hear me out -- I think the video is great and success from the Kickstarter is proof of that.

But, I think a business needs to have solid distinguishing characteristics. An ad that basically says, "It's more durable and just a little more expensive, so if you do the math, it will work out in your favor after a long enough period of time" doesn't sound like you're playing your strongest cards in your hand.

If you can make a product that no one else can, such as 3-6 denier, or super-strong athletic compression tights, then you create name-brand distinction. Even if it means that the bulk of sales end up being what you just advertised in Kickstarter, the tail-ends of the market is what defines the brand. "Super-sheer, super-strong."

[komali2]

I think "tougher and more expensive" is enough of a distinction. I buy a lot of gear in the hiking/camping/onebag world, and a lot of companies there comprise nothing other than a "our shit don't break" philosophy. For example, Goruck bags or Wolverine boots.