Who Is the Community-powered Circular Fashion Leader?

Have you ever heard of Depop?

Yes, the bright red app looks like Instagram but sells cheap clothes~ It’s not technically a fashion brand, but a fashion platform filled with vintages, and trendy second-hand products, mainly clothes, shoes, and accessories. They don’t have an inventory; everything on the app is from users!

So, let’s dive into Depop’ digital marketing strategy today. The target consumer group is Gen Z under 26 years old since they were born in the digital era, are in love with vintages, and care about the environment. They often have lower disposable income at this stage of life. The brand found this group and decided to be the platform for them to go and find great secondhand styles.

It is clear that the brand wants to differentiate itself by emphasizing circular fashion and sustainability. Instead of creating advertisements with influencers, or campaigns to promote the brand, Depop chose to fill its social media platforms with user-generated content (UGC). It builds up a community for consumers to sell, buy, and share fashion products and styles. The application functioned as both an online shopping software and a social media platform. It’s easy for consumers to find the desired products through the Suggest For You section and The Depop Edit section. Depop updates these two sections daily to keep content fresh and relevant to the users and the fashion world.

Its collaboration with other brands is also to give back to its loyal users instead of launching new products to gain profit. For example, with Adidas, Depop invited 40 sellers from the app to design their own Stan Smith Shoes and all profits went to the charity of each creator’s choosing. Depop is truly a consumer-centric brand while achieving circular fashion. Its marketing strategy is more reactive and wishes to let Gen Z users show their talents and creativity.

That’s a simple story of Depop’s digital marketing. Stay tuned if you are interested in hearing more about fashion brands’ digital journeys!

Reference:

Makeusof.com: What Is Depop? Everything You Need to Know About the Resale App

Blog.hollywoodbranded.com: Depop Redefines Social Media Marketing

Image via The Telegraph and Depop App