Depop’s Genius Gen-Z Marketing
Depop is known as the fashion mobile marketplace, you could call it the child of Instagram and eBay. Depop has mixed the addictively aesthetic side of Instagram with the second-hand selling sensation from eBay. Depop has found huge success in second-hand clothing, offering young people the chance to make money on social media, with over 30 million users they have grown to become a household name in second-hand fashion.
But how did it become so successful?
When it comes to the target market Depop decided to focus on the younger Millennial and Gen-Z audience, therefore prioritising social media as their main source of communication with their customers. By targeting a younger audience Depop has inspired a generation of entrepreneurs, with most users under 25, some are even able to earn a living from their shops.
This deeply entrepreneurial Gen-Z generation has all these platforms at their disposal to build their own audiences, following and aesthetic. Social media has changed the way advertisement works, creating new ways for Depop to communicate with the public.
From Drab to Fab
Depop has managed to make second-hand clothing cool. They’ve changed the way people think about second-hand clothes, from drab fashion to fab fashion, from old and sweaty to clean and stylish.
Depop believes that if you throw yourself into your shop then it tells a story and people can see your character from the pictures you’re using. They want Depop to be your own shop in your pocket, this is where the Instagram aesthetic comes into play, as you should always have your shop as pretty as possible as if you had a real one.
The platform also acts as a springboard launching seemingly regular people to fame. It is not only about the items it is also about the seller, on Depop people are buying into people. Such as Bella McFadden also known as ‘internet girl’, she has built a loyal following of over 380k people just like her. She became the number one seller on Depop, which allowed her to build a personal brand in the process. Having influencers like Bella acts as a promotional tool for Depop and proves an alternative pathway to success for the next generation.
Depop utilizes influencers as an advertising tool for communicating on social media apps such as TikTok by reposting the content that buyers and sellers make and following viral transition trends. This content is non-paid which creates a sense of authenticity within the Depop community.
Blurred lines
Depop has blurred the lines between celebrities and their admirers, popstar Olivia Rodrigo sold clothing items worn in her top-chart album Sour, with the items selling out in record-breaking time. This collaboration was a genius way to bring people to the app, giving people the opportunity to connect with their role models through Depop.
Reselling second-hand items has always been popular, with sites such as eBay and Facebook marketplace jumping on this phenomenon well before Depop. However, what differentiates Depop is making the buying and selling not only easy to use but available for everyone. Depop creates an inclusive environment from designer vintage to resold streetwear. The accepting online community closes the gap between celebrities and regular members.
