My shirt doesn’t fit me, either. But I’m positive I’ll find someone who wants to wear it.
To put things into perspective: 1827 people took part in the crowdinvestment, so that’s the number of packages that were sent by Fairphone.
I’d assume the shirt was the biggest cost and the rest can be neglected.
Looking at the online store where I buy my fairtrade clothes, plain shirts sell around 12€ in B2C.
Let’s assume, 50% are retail margin and taxes.
So it cost Fairphone roughly 12,000€ (slightly more than 6 x 1827).
I don’t do advertising, so I have no idea what kind of Marketing the company would do with that amount of money otherwise. I found roughly 6,000€ for a one page color ad in one of Germany’s leading computing magazin c’t. That was 2014, i.e. 5 years ago.
So you would get 2 ads in one country (for the total of one month as c’t is issued bi-weekly). Or you can have 1827 people wear your shirt again and again and be there to talk about their enthusiasm.
Of course the investor sheet didn’t indicate how Fairphone intends to increase their marketing. But they clearly stated they were going to increase from 419,000€ in 2016 to
851,000€ in 2018 and 2,134,000€ in 2019.