Oversaw public relations department of five employees to ensure profitability and growth. Depop is set up to meet these changing demands. Since our habits and behaviors are the future, it might be time to start looking at how they could affect you and your business. He gave Masterclass attendees a few insider tips to execute the best product photography. According to Ad Intel, Vinted spent 37m on advertising in 2022. Depop should know. Nothing beats showing off your item with a model shot, but the next best thing is a neat flat-lay of your product. Focusing on the attempt to get pro photos for your profile, Samsung Galaxys high-tech camera is a no-brainer. Rebecca Heilweil is a reporter at Vox covering emerging technology, artificial intelligence, and the supply chain. Depop is a peer-to-peer shopping app founded by Simon Beckerman in 2011 at the Italian technological incubator and start-up center H-FARM. Keep it short - on average, you should aim for 16 characters. It's crucial to build your marketing strategy on data, not assumptions. Her brands celebrity clientele includes Beyonce, Billie Eilish, Millie Bobby Brown, and Kaia Gerber. Its first break was in the UK, with vintage clothing stores already experiencing higher . There was a custom skate ramp in the parking lot and Dickies Girl launched their Depop shop with some fun new merchandise which was available for sale throughout the space, CEO, Maria Raga shared. Most recently, rising it-girl Olivia Rodrigo utilized the app to sell recognizable articles of clothing featured in her music videos for her record-breaking album. These stores also serve as a space for physical meet-ups, where top sellers conduct workshops and exchange ideas with other sellers. Receiving stickers, candy, or a handwritten thank you note with a purchase from a Depop seller is standard. One way to do this is by listing new products on your depop shop. You have an edge if you can cross-promote your Depop page with an existing Instagram, Pinterest, or Tiktok following. Closed mouths dont get fed, Ask and you shall receive is pretty much what Gen Z lives by. By pushing Depops audience to the forefront, this trust is strengthened. Depops success proves that the resale industry has a strong growth trajectory, the correct use of data can transform businesses and the younger generation is changing the rules of the fashion industry rapidly. Sell a few items or build your empire. Its an ideal platform to start out, but how can you stand out? Telling your brands story is a great way to get visitors engaged. Just the right amount of characters you want for your own brand! The report explores how Gen Z's mindset is profoundly changing the conception of . If we take a look at their Ecommerce Marketing Stack, the main Email Marketing software (or ESP) they're using seems to be Braze (a customer engagement platform of which the main use case is multichannel marketing - they allow to manage cross-channel campaigns easily, much better than other platforms). Embedding these personas at the heart of their strategy, depop experienced 85% year-on-year sales growth. And this monetization strategy works to their advantage and even prompts users from other platforms to switch. This has primarily powered Depops rise in the resale industry and also helped them gain investors attention. Niching is an important tool to break into an oversaturated market. Generally, a marketing strategy outlines business goals, target market, buyer personas, competitors, and value for customers. Depop's success proves that the resale industry has a strong growth trajectory, the correct use of data can transform businesses and the younger generation is changing the rules of the fashion . Depop has become the selling platform of choice for many of them, with thousands of vintage and hand-made clothing/accessories shops existing on the app. Amongst their last emails sent, two of them were 'Let's do this' and 'What everyone wants right now'. Its backers see a bright future for the company. They are pioneers in what they choose to do. Depop may have started in Europe but we are now very focused in the US. 2. Running low of gift ideas? We spoke to Raga about community, collaborations and the future of Depop: What do collaborations offer the Depop community? The company takes this concept and runs with it, by targeting most of its promotion on these sites. Online fashion resale marketplace Depop has over 15 million users and the vast majority (90%) of them are under the age of 25! Originally a social network where PIG's readers could buy items featured in the magazine. A recent pre-loved fashion report from Unidays revealed Gen Z are looking to swap their old clothes in-store in exchange for discounts and vouchers. United Kingdom. I like Public Relations and Marketing. Heres how the app drawns millions of young people by word of mouth. Alongside the rise of Gen-Z, a new generation of community-focused, digitally-native brands have emerged. We want you to bring your brand to life! The Depop app was first tested in the Italian market in the summer of 2012 and the refined version was floated in the UK in 2013. Jones isnt alone. While talking about the need for physical meet-up spaces, Raga explained, We realized we had a lot of events and a very active community who were already doing multiple meetups. The barrier to entry is incredibly low, the selling fee is reasonable (10% as of now), the sign-up process is simple and payment is processed through PayPal, a platform that is widely used by millennials and Gen Z. In todays competitive markets, we believe that benchmarking is key, as it allows you to deploy your marketing efforts more efficiently. This electronic file is for the personal use of authorised users based at the subscribing company's office location. Raga: We are building a global business. We display here a overview of Depop email marketing strategy - along with other brands from the Fashion industry. Theyll also take their efforts cross-platform by engaging on Instagram, Tiktok, and Pinterest fashion content. Depop and Bain & Company have collaborated on a first of its kind report on Gen Z. Futureproof: How Gen Z's empathy, awareness and fluidity are transforming business as usual details unique behavioural insights about how this rising consumer cohort is making its mark on fashion today and reshaping the future. Depop might also be so appealing to Gen Z because reselling is sustainable consumerism, one of the core values of our generation. Depops social strategy is very reactive. I designed it to be a social network because I saw that this was something that was coming up It was more or less a social interactive way to buy and sell.. The collaborations are an opportunity to conceptualize the trends we see culture and community shaping. The fashion-based content is what keeps Depop members coming back to the site and Pavy has a clear view on how to create that content. Marketing strategies should revolve around a . These buyers expressed a desire to buy items from sellers they trusted would have looked after them and delivery was a second element not served by the Gumtrees of the world. It means that their email are not headed to the spam folder. Its like a shop window on your phone.. Similarly, the app has also served as an outlet for preexisting celebrities to sell their clothes and connect with their audience on a much more personal level. Our community comes first, Oskar proudly told the Masterclass. How can you make the most of this new platform? Offer them value. How do you select who to collaborate with? The emergence of the bedroom entrepreneur, and the empowerment of individuals over brands to define whats cool, are heavily entwined with the DNA of the company., But its not all just good timing and zeitgeist surfing, however. Industries worldwide continue to saturate with globalization and economic and population growth, making it more and more difficult to stand out and offer a USP. From my experience, when a seller adds a small touch like this, it makes a huge impact on the loyalty Ill show toward their shop in the future. But Depops unique offer has been to create a commercial venue for a community. Demonstrating how the app can be incorporated into our everyday lives, is the third element to its strategy Blanchard explains, and then finally marketing that normalizes buying secondhand in general. It is accessed online or via an app. To differentiate itself in a crowded market Depop sells itself more as an inspiration destination, and although the transaction is part of it, Dool says users are buying into people and their styles when they join Depop.. Depops founder, Beckerman, has always been passionate about art and design. If you're anything like me, you love thrift shopping, but you don't love having to spend hours upon hours in a store trying to find the perfect look. How retailers are changing their approach to online returns, Arena Flowers on building an operating platform for the new realities of ecommerce. Vinted is also a sponsor of British soap Hollyoaks and creates its own content in partnership with the Channel 4 show. They can also shoot photos of their products there or book time with the in-house team to shoot it for them. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '1cfa53cb-649d-4809-8e36-3c410cd55f16', {"useNewLoader":"true","region":"na1"}); Depop is not afraid to partner up with other brands. Not many websites were selling these brands at the time, Beckerman shared. Ecommerce fraud is up according to fraud prevention firm Forter and its 2019 Fraud Attack Index highlights some disturbing trends in the $140bn a year online retail market. Step 3: Fill out the basic details and then click on Next. Enter: Depop, a social e-commerce app that allows users to buy and sell clothing. Sign up to our newsletter to get the hottest trends in eCommerce retention in your inbox every month. Fashion brands are appealing to Gen Z shoppers by setting up shop on Depop. The lower, the best. Whatever your vibe we'll share our pro tips to help you get there. Dont wait for your audience to come to you go to your audience. A post shared by Depop (@depop) on Nov 20, 2019 at 4:08am PST. They've worked with major brands like Dickies as well as entrepreneurs like . Los Angeles Depop store on Sunset Boulevard. Get the hottest trends in eCommerce retention delivered straight to your inbox every month, including high level industry reports, the latest news, podcasts with top founders, strategy teardowns and SMS 'how to' guides. Related: 7 Ways To Manage B2B Customer Relationships. Channels that deliver scalability, measurability, and efficiency are prioritized at Vinted, Blanchard says. Alongside the rise of Gen-Z, a new generation of community-focused, digitally-native brands have emerged. That is why the most successful campaigns are known for their use of celebrity endorsements, creative visuals, and catchy slogans. @depop sellers like @yellabambi and @noahcyrus are donating part of their sales to charity for #GivingTuesday https://t.co/HwPadY8Efh, POPSUGAR UK (@POPSUGARUK) December 3, 2019. The site has grown exponentially in the past two years from 1.2 million members in 2021 to over 8 million in 2023. Depop drive their own organic growth with a simple but powerful marketing flywheel. You're probably not developing and launching a product into the marketplace without market research or at least you shouldn't be. Cepedas art is rooted in creating her interpretation of safe spaces through utilizing brightly colored faux fur. The reason Depop works so well is that there is a large amount of trust between the seller and the buyer. @avenuevintage is an Australian Top Seller who has gone from selling secondhand as a hobby during university to working full-time as a Depop seller. The cost of living crisis and consumer desire for sustainable shopping has created the conditions for secondhand to grow, but clever marketing has normalized secondhand shopping allowing it to thrive. The average user opens the app several times a day, whilst 'Depopers' collectively message & follow each other upwards of 85 million times a month., With each turn of the wheel the community experience becomes richer for both buyers and sellers. We publish marketing inspiration, case studies, career advice, tutorials, industry news, and more. They also celebrated Go Skate Day with the Dickies Girls. "We reach Gen Z by representing Gen Z. The app allows for an intimate buying experience that is very rewarding in each and every step. The cost of downtime in depop/repop, however, has been a limitation to its use in disease eradication programs. Dont be afraid to be annoying. Originally designed as a social network for creatives to share and sell their products, Depop developed their marketplace with a strong community focus. Step 4: Click on Create Account. We are now the leading online C2C platform dedicated to secondhand fashion in Europe and are solidifying our mission to make secondhand the first choice.. Influencer Marketing 101, To continue reading this content and gain access to more than 30,000 exclusive pieces of data, research, reports and articles, you need to subscribe. Depop aims to use the $62 million funds not only for physical and digital expansion but also to grow its engineering and data science teams. From only six subscriptions it soon began churning 30,000 subscriptions every month. Brands that support ambition, drive and independence will undoubtedly be able to form connections with Generation Z. Retailers typically offer huge discounts on a ton of products.We have identified the top 3 most active brands during Black Friday of 2021 based on promotional emails they sent to subscribers. The company does not operate on a rigid publishing schedule, instead, they move fluidly with each and every trend. By 2022, the research found that retailers will be investing in AI tools to improve everything from customer service to sentiment analytics, automated marketing and demand forecasting. Depop, the genre-defying peer-to-peer, social, vintage shopping app uses its small team to sprint its marketing efforts, reacting to the user-generated content that powers the site. And by doing . 7) Sexual attraction and expression. Sign-up to the Depop Masterclass Mentorship Program. Started as a place for PIG readers to buy what they were seeing inside the magazine, Beckerman wanted to create a place they could sell their own items as well, thus the idea for a global marketplace put in the works. Average Daily Ads and Time Running vs. Industry, Today, were going to focus on another proven effective marketing strategy Short Message Service (SMS) subscription campaign.. These are: evenings between 7 and 10 pm, weekends, payday and student loan drops. Leading online retailers like Pretty Little Thing and Asos have already reacted with their marketplace offerings..