Depop
Background
Depop has consistently been the youth resale platform in the UK, sitting at the intersection of style, community, value, and sustainability, but the competition is tougher than ever. According to Statista, Vinted leads the second-hand apparel market with 89% brand awareness, 62% usage among those aware, and 91% customer loyalty, while Depop ranks fourth with a 57% awareness rate, 30% usage of those aware of the platform, and 76% customer loyalty.
While Vinted generates significant buzz, with 53% of those familiar, Depop’s buzz stands at only 32%, highlighting room to grow its presence.
Challenge:
Make Depop the talk of the town again in the UK by creating a buzz-worthy campaign that highlights its unique appeal as the most exciting and distinct platform for circular fashion.
What we know about Depop:
It’s a community-driven platform.
It’s built for younger generations and fashion enthusiasts.
There’s a focus on community engagement and interaction.
Users are more than just buyers and sellers; they are active participants in the Depop community.
What we found:
According to NPR, Generation Z has quickly adopted second-hand fashion more than any other age group, and now makes up over 40% of global consumers.
According to WGSN Barometer data, Gen Z is selling their clothes to declutter (50%), for sustainability (33%), and to get extra money (56%).
According to MarketingTech, 65% of Gen Z feel more confident online with community-focused apps. They crave community and connection.
The Consumer
Chloe, 24
Manchester, UK
Event Planner
Truth
Depop is just another app where you buy and sell used clothes.
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Chloe is a creative and fashion-forward individual who loves staying on top of the latest trends. She prioritizes sustainability and actively seeks secondhand clothing options to express her personal style. Chloe enjoys curating her wardrobe through thrift stores and online resale platforms and values social connections, sharing style tips with friends and peers.
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Chloe finds joy in discovering unique, one-of-a-kind fashion pieces, especially when they align with her values and come at a bargain. She enjoys the thrill of building a wardrobe that feels both ethical and stylish.
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Despite her passion for fashion, Chloe struggles with letting go of older clothing and styles. This creates tension as her love for new discoveries often leads to an overflowing closet, making it hard to balance her enthusiasm with practicality.
Tension
I want to sell my clothes, but I feel disconnected from both the clothes and buyers.
The Opportunity
Storytelling
Depop is uniquely positioned to stand out in the resale market through its creator-driven community. Unlike other resale platforms that focus solely on transactions, Depop celebrates the individuality and creativity of its users. Through storytelling, Depop can elevate the sentimental and emotional value of clothing, showcasing how every piece carries memories and meaning. According to Forbes, Gen Z prefers brands that tell stories and forge emotional connections. The opportunity lies in building a campaign that empowers the community, highlighting their voices, creativity, and experiences, to deepen connections, and spark conversations.
“Clothes as text, clothes as narration, clothes as a story. Clothes as the story of our lives.”
– Linda Grant
Turn the Page
Strategy
Mini Manifesto
Those pieces you never wear… hang in your closet or sit folded at the bottom of a pile. There’s a reason you don’t put them on anymore. A story that won’t stop anyone from wearing it but you. Because our clothes hold onto the best and the worst parts of our lives. More than just fabric, they hold memories: some good, some bad, and everything in between. Clothes are storytellers. Each piece speaks of the places you’ve been, the people you’ve met, and the moments you’ll never forget. So breathe new life into your clothes. Sell them and then buy something old to fill that space. As we change, our clothes should too. We’re not just giving a reason to get rid of your clothes, we’re giving a reason to start a new story.
