The Depop community even has its own signature fashion trends. Securing coverage in top-tier print and online fashion and lifestyle outlets. Depop marketing strategist Yoann Pavvy points out that people tend to trust one another, especially among the younger generation. Alongside the rise of Gen-Z, a new generation of community-focused, digitally-native brands have emerged. 3) Optimum health and longevity. You may opt-out by. The plan is to continue growing the community and building a structure to support them along the way. In the UK, where the company is based, of people aged 15 to 24 are registered with the app., Impressive stuff, but whats driving this growth? Nearly, 140,000 items are listed on the app every single day and 19 million products are up for grabs at the moment! Create, assess, and manage catalog text & visual content with A.I. Running low of gift ideas? This was the end of 2010; Instagram had just come out This is how Depop came out. 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. That is why the most successful campaigns are known for their use of celebrity endorsements, creative visuals, and catchy slogans. Why not have spaces when they can get together?. The company was founded in 2011 and is based in London, United Kingdom. Use the button below to view your options and sign up. Having multiple revenue streams is key, Oskar reiterated, users can promote their brand across platforms. The Lucy & Yak team echoed this, having opened several pop-up stores to elevate their online presence: Through our first long term pop-up, we were able to test out the market and bring the brand to life. Marketing Best Practices, Why does this matter?Well, for open rates as well - and especially to avoid the Promotions tab and to be less categorized as spam. ThredUP originally launched in 2009 as a peer-to-peer marketplace platform that facilitated men's shirt swapping. Telling your brands story is a great way to get visitors engaged. What are the best marketing strategies; and, How these marketing strategies work best. TechCrunch reports that Depop has seen revenues of around $50 million since its launch, with the company taking a 10% cut of the overall $500 million it has sold in merchandise. It was a clever strategic move because it a) convinced hesitant participants because there was less stigma around children's hand-me-downs and b . So far, the best approach is to frequently list new items, whether you do a few new items items . It provides a long-term vision for overall marketing efforts, often looking many years ahead. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '4e6a29f9-4cfb-43a4-a60b-df687ae1f001', {"useNewLoader":"true","region":"na1"}); Topics: I cover the intersection of music, dating, style, art, and travel. Heres a quick rundown Depop is a fashion marketplace app that has gained explosive popularity over the last few years for youth 24 and under namely, Gen Z. 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.. Feb 14, 2023 - Explore Syd.real's board "Depop", followed by 175 people on Pinterest. We consider that above 12 is good, and below 24 is great. They also celebrated Go Skate Day with the Dickies Girls. It was founded inMilan during 2011 by Simon Beckerman, the co-founder of the culture magazine, PIG, and popular sunglasses brand RETROSUPERFUTURE. In the age of distraction, building a community of 15 million users organically through word-of-mouth marketing strategy is an impressive feat. From peer-to-peer to curbside, charges to education how is the retail industry innovating in returns? Depop is popular among Gen Z shoppers. 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. Retail media is now a core function at the big players like Walmart, but how can smaller retailers compete in a fragmented retail media landscape? Celebrities like Lilly Allen and Emily Ratajowski have sold iconic pieces from their collections on the app. Have your market research data ready. What started as a teen from Manitoba thrifting and reselling on Depop from her bedroom, turned into close to a million followers across all social media platforms, modeling gigs, consulting for big fashion brands, a move to LA, and a full-time career as a fashion mogul. Young people around the world are getting rich selling secondhand and vintage goods on Depop. . Brian Procell is an expert in vintage, and we couldnt think of anyone better to curate a unique collection of rare and unique items. Enter: Depop, a social e-commerce app that allows users to buy and sell clothing. Here, as it's 18 characters, they're doing good - they even have room to add some characters and their open rate will remain good! Videos Masterclass Events. This partnership proved to be successful for both Rodrigo and the app, with her items selling out in record time and lots of traction being drawn toward the app. Today, well review Beam Lost Checkout Journey. By keeping their social strategy team small, Depop is able to capitalize on each and every moment in culture with perfect timing. I think we need to not overthink too much, Pavy said. They want authenticity and to set their own trends. How can you make the most of this new platform? Take A Stand 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. When they succeed, we succeed. Depop have launched several programs to support their community of young entrepreneurs, including Top Sellers like Lucy & Yak. The companys expansion into physical retail also speaks the language that young consumers can relate to. Customers and entrepreneurs listed on the platform describe it as a modern day blend of a thrift store, an online marketplace and an Instagram-like shoppable social platform. 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. And from my observations, were much less likely to think critically of CTAs and self-promotions. It has built out a loyal customer-base of 18 to 26 year olds in the UK and US. Its just like Instagram and eBay together, says Yoann Pavy, head of digital marketing at the startup, and the kids love it and come back every day. (For more, read WARCs in-depth report: Scrum like the cool kids: Depops marketers think like a product team). What does that mean exactly for their email marketing strategy?. Sell on Depop. Also, a point regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. How do you select who to collaborate with? Depop. PICARD A 94 Year Old Legacy Brands Digital Strategy. And Anna Sui launched a shop featuring . Depop, the fashion resale app, has joined fellow British tech companies such as Arm Holdings and DeepMind in heading to a deep pool of investment outside its homeland . Market research is an essential part of marketing and a topic on its own. Vinteds Dress for yourself ad campaign. Nor is niching to the level of creating your own niche going to be particularly helpful to most brands. Dont wait for your audience to come to you go to your audience. Moving product is probably its lowest priority. The latest news, articles, and resources related to ecommerce growth marketing, sent to your inbox monthly. Depop drive their own organic growth with a simple but powerful marketing flywheel. It's tapping into trends that legacy retailers have failed to take notice of - notably concerns around sustainability and the rise of social selling., Depop have also leveraged phenomena that they have in part helped to create. 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.. All rights reserved. , their score can be considered under average. Photos are the heartbeat of Depop, Oskar told us, its a great way to show off your brand identity. This could mean asking your audiences input on your work, hosting lives, sharing UGC, Q&As, and regularly communicating your gratitude. Therefore, it comes as no surprise that its 15 million users include celebrities like models Emily Ratajkowski & Chiara Ferragni, Game of Thrones-actress Maisie Williams, singer Lily Allen, and queen of burlesque Dita Von Teese. This decision makes perfect sense, due to the heavily Gen Z audience on the app. 4) Provision of time. Here's one good reason - usuallyy, subject lines that long are not shown entirely on email clients on desktop or mobile. It goes like this:, Marketing outreach to bring sellers to the platform within a framework of existing community values. Channels that deliver scalability, measurability, and efficiency are prioritized at Vinted, Blanchard says. Consumer behavior on a mass level has shifted in favor of more circular behavior and eventually more responsible consumption habits, Blanchard says. United Kingdom. The team worked on the prototype at the Italian incubator H-Farms technology campus for a year. Ship. E-commerce firm Etsy announced Wednesday that it is buying the secondhand fashion app Depop for $1.62 billion. 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. The Top Female Social Media Influencers of the Moment, Come with HB to Social Media Marketing World, Why Social Media Engagement is Important for a Brand's Social Influencer, What Brands Can Learn from Fashion's Biggest Event, Privacy An overwhelming 90 per cent of its active users are under the age of 25. But Depops unique offer has been to create a commercial venue for a community. Now that the listing is up, its time to promote. From day one, she worked on developing her personal brand in conjunction with her product offering; by being active on social media and showing her audience theres really a (cool) person behind her store. Performance Marketing Manager at Depop London, England, United Kingdom. I understand that Vue.ai may reach out to me with relevant communication. The more, the better, as it helps to increase the domain rating. Educate these sellers to create posts and listings. Thats only just the beginning! 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. Theyll also take their efforts cross-platform by engaging on Instagram, Tiktok, and Pinterest fashion content. Depop has a very young audience that aims most of its attention on social apps like Instagram, Snapchat, Youtube, and TikTok. What does it sell, who should care, Case says. Oftentimes, by looking at what the community is doing and what they're interested in, that's how some of our brand and marketing campaigns come together or come to life, Dool says. The above images and any images within this I was trying to find out a new revenue stream for the magazine So I started designing a marketplace. We want to show that a t-shirt from the 90s is more than just a piece of fabric, it represents a moment in time which is shaping trends of today and tomorrow, Beckerman points out. Nothing beats showing off your item with a model shot, but the next best thing is a neat flat-lay of your product. Her brands celebrity clientele includes Beyonce, Billie Eilish, Millie Bobby Brown, and Kaia Gerber. Keep it short - on average, you should aim for 16 characters. Raga: We are building a global business. Because its a great example with many different best practices you can pick and implement yourself. Their mission was to become a social network-esque marketplace where users could see what their friends and the people they were inspired by are liking, buying, and selling. It is also visible in its future plans. On the same day, high-fashion brand Rodarte announced its own presence on the platform. 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. University of Portsmouth. What is popular today may not be popular tomorrow, so companies have to be prepared to change with the times. 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. Depopulation and repopulation (depop-repop) have long been recognized as a successful and reliable means to eradicate disease. Slightly less so if theyre more eager to see your short story renditions of fairy tales as demonic stuffed animals. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy. It's easy to get started - just create an account to start selling. Below -2, you're great. Depop might also be so appealing to Gen Z because reselling is sustainable consumerism, one of the core values of our generation. Fashion, Join Over 30,000+ Marketers Who Read Our Blog. Think Y2K cowgirl, goth hippie earth faerie, e-girl, cottagecore milkmaid, and countless other deviations. Just the right amount of characters you want for your own brand! Sign up to our newsletter to get the hottest trends in eCommerce retention in your inbox every month. digitGaps report on Depop Limited delivers a detailed in-depth and comprehensive insights of the company, its history, corporate strategy . More and more creatives are considering Depop as a legitimate career path, so there are also avenues into the platform for first-timers, as well as small businesses who want to expand onto the platform. Because it worked so well for us, were now looking to launch a permanent store.. Sellers and shoppers also benefit immensely from Depops data and AI-driven algorithms and filtering tools. 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. They want choice and individuality, the ability to buy on demand and sell on with ease. characters, they're right within the sweet spot, which is good!It basically says that you have enough characters to express yourself, but at the same time it will show up entirely on email clients. Gen Z is the generation pushing toward an even greater intimacy between brand and founder correlation, almost viewing them as a single entity. The fashion marketplace app believes that by consulting too many people, a pivotal moment can be lost in the process. Simon Case, director of Chromatic Brands, has helped to launch the secondhand app Onro. For a brand making its Depop debut, Oskar noted product photography as a way to stand out and make sales. Founded in the U.K. in 2011, Depop lets people buy and sell used clothes through its . Personalize eCommerce experiences for every shopper, Reduce and recover abandoned carts with A.I. Xeim Limited, Registered in England and Wales with number 05243851 Being between 0 and 5 means that it could happen though. To break through the noise and get attention, Gen Z had to start getting creative. The brand only runs campaigns that involve Depop creators and sellers this even extends to its brand partnerships with recent examples including Tommy Hilfiger and Ralph Lauren. Depop is all about customer experience and resonates with their lifestyle over being a mere application. For the event, she did a set design that attendees were able to shoot photos in. Example: To help reach more customers, a small business sells its socks to a department store. We strive to stay connected to our community and what is relevant to them but also excite them with something new and unexpected. So, here are four marketing tactics used by Gen Z Depop entrepreneurs to grab the short attention spans of our emerging demographic. Understanding this process of acquisition also allows Depop to identify inefficiencies in the cycle, and rectify them accordingly., The result is a high organic growth company thats getting a digital native generation hooked on thrifting., This article was based on a Blueprint podcast interview with Depop founder Simon Beckerman featured in ep #13 of our Work In Progress podcast series.. 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.. Items are usually secondhand or homemade. Were the generation thats commodified cringe. Founded in 2011 by Simon Beckerman, an Italian three-time entrepreneur, Depop arose from the observation that while peer-to-peer marketplaces existed successfully, they weremissing two important future ingredients: they werent optimised for mobile and they werent talking to the cool kids that went to vintage shops and spent their money onfashion, not just clothes. Encourage them to share that content outside of the platform to attract new users. How retailers are changing their approach to online returns, Arena Flowers on building an operating platform for the new realities of ecommerce. The personas fit like a glove. Any attempt by a person or company to connect on a human level is sure to strike a chord in our sappy hearts. , , their score can be considered excellent!Kudos to the team . The Depop community is chock full of diverse and stylized users. Managed large brand building and Media budgets to drive growth . Remember the 1,000 True Fans theory? For instance, The Depop Market featured 50 sellers who were able to connect with their audience IRL. As Depop, which has 219 employees, struggles to police millions of users across multiple continents, the start-up is reckoning with dangers facing its young users that have plagued the internet since the early 1990s. Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry). Depop sellers keep on top of new trends and aesthetics, while simultaneously influencing their own, kind of like a fashion echo chamber. We display here a overview of Depop email marketing strategy - along with other brands from the Fashion industry. From a brand perspective it's a strong starting point for us in terms of consistency, but also in terms of differentiation, he says. The company does not operate on a rigid publishing schedule, instead, they move fluidly with each and every trend. The first fee is what the company refers to as the Depop fee, which is equal to 10 percent. Once described as part Instagram, part eBay, Depop has gone on to become a big name in its own right, carving out a niche within fashion recommerce. Of course, this is most effective when your audience is interested in your personal style. Theyre influenced by real people. Saturated markets cause brands to innovate and reinvent themselves in order to stay relevant and top-of-mind. The total number of domain who have a link to . website. The apps main demographic is a creative audience of 15 to 25-year-olds, so consider what kind of photography will get them interested in your product dont be afraid to get imaginative. (In)Turning Tables with Excess Inventory solution : How INTURNs helping businesses optimize costs! Founded in 2011 by Italian entrepreneur Simon Beckerman and officially launched in London in 2013, Depops GMV since its launch is $500 million with 100% YoY revenue growth. For our latest Masterclass, we sat down with Oskar Platts-Palmer, Seller Acquisition Manager at Depop along with Lucy & Yak, one of the platforms top sellers. Since our habits and behaviors are the future, it might be time to start looking at how they could affect you and your business. 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. The Result. "To some degree, we have a closer relationship with Gen Z . Depop is a social ecommerce website that is primarily used by people selling worn, vintage or repurposed clothing. Everyday 140,000 items are listed on digital clothing flea market Depop. We spoke to Raga about community, collaborations and the future of Depop: What do collaborations offer the Depop community? Listen to article Its an ideal platform to start out, but how can you stand out? ALL RIGHTS RESERVED Your . 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. . As one former Depop seller admitted to Refinery29 that she "really hates how Depop takes 10% of sellers' earnings. Can't get enough of pop culture and entertainment marketing? Be part of the community that's transforming fashion one item at a time. They dont talk about click to shop or browsing! The following post will take a dive into a few key lessons in marketing strategy, direct from the brand's social media.