Introduction. The biggest brands in the secondhand category are evolving their marketing strategies as the sector becomes increasingly competitive. Depop is essentially the epitome of Gen Z consumerism. Moving product is probably its lowest priority. Depop. Be sure to take a look at the blogs below to become an expert in all things social media marketing and fashion! 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. In interviews with nearly a dozen Depop users, BoF heard numerous reports of women being inundated with sexual messages. Through market analysis, Chromatic Brands discovered that items that come under the creative passions header like music, film and photography were among the most traded on eBay and Facebook yet this audience was underserved by the bigger re-sale sites. Being between 0 and 5 means that it could happen though. Rodrigo and Depop have fan bases that overlap in every regard. Jones isnt alone. Earlier this month, they tapped Depop for a . The Depop guide to Gen-Z marketing. 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. It goes like this:, Marketing outreach to bring sellers to the platform within a framework of existing community values. This decision makes perfect sense, due to the heavily Gen Z audience on the app. Crew, Neiman Marcus, Lord & Taylor and J.C. Penney . More buyers attract more sellers, and the cycle continues., This kind of growth is self sustaining and much stickier. I like Public Relations and Marketing. Most people find self-promotion very annoying, but Gen Z understands its a necessary evil in order for themselves and other everyday people to grow their brand or business. Through its pop-up shop events across the globe, the buyers and sellers community get an opportunity to experience Depop in person. Everyday 140,000 items are listed on digital clothing flea market Depop. List and promote your items strategically. Thats whats going to unlock creativity within your content across all the channels.. 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. Its a market where we grew mostly organically and got a lot of traction - in 2017 weve experienced a 130% revenue growth in the US alone. Carnyx Group Ltd 2022 | The Drum is a Registered Trademark and property of Carnyx Group Limited. Through its young users and the way they engage with them, Depop has been able to set itself apart from the competition. Yoann Pavy, head of Digital Marketing for Depop tells us how the all-conquering peer-to-peer fashion network is leveraging social media to engage with an increasingly fragmented Generation Z audience.. Settle down for this weeks stats, which includes topics like customer service, ad spend, and brand engagement. From limited edition pieces to vintage pieces, from pre-loved fresh designs to one-of-a-kind niche designs, Depops smartly-curated interface delivers unparalleled customer experience. 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. To the uniformed Depop is an app for an online marketplace, like a niche eBay. Intelligent Replenishments &Cross-Selling. Any attempt by a person or company to connect on a human level is sure to strike a chord in our sappy hearts. 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. No doubt Black Friday is one of the biggest sales for most brands. Depop has found growth, strengthened community, and continue to add to the brand through a series of collaborations. The fashion industry is unique - it is a highly competitive market. A marketing strategy is an overview of how a business or organization will articulate its value proposition to its customers. Theres still a lot to come, and youll be hearing more of Depop. 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. 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.. 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. This is a BETA experience. This campaign highlights different ways that Depop users can utilize their Samsung Galaxy phones to become fashion stars. He explains that in a market dominated by generalists like eBay and Facebook Marketplace, Vinted and Depop have been smart in identifying a niche and just going out for it.. Sustainability; Blog; Get access to support from the Depop Team, promotional perks and a program towards becoming one of the platforms Top Sellers. From a brand perspective it's a strong starting point for us in terms of consistency, but also in terms of differentiation, he says. 6) Emotional relation. Can't get enough of pop culture and entertainment marketing? Depop and Samsung Galaxy linked up with a team of influencers to set this idea into motion. . Young people around the world are getting rich selling secondhand and vintage goods on Depop. Well, Depop is partly benefitting from being in the right place at the right time. Depop's Head of Digital Marketing Yoann Pavy spoke today at the Festival of Marketing 2019 and shared some of his philosophy of digital content and community. Clothes, being part of the Fashion industry, reflects an individuals culture, personality, and preferences. Nothing beats showing off your item with a model shot, but the next best thing is a neat flat-lay of your product. If youre over 25, chances are you dont know what Depop is. Fashion brands are appealing to Gen Z shoppers by setting up shop on Depop. ALL RIGHTS RESERVED So, here are four marketing tactics used by Gen Z Depop entrepreneurs to grab the short attention spans of our emerging demographic. They also celebrated Go Skate Day with the Dickies Girls. Intriguingly described as the "love child of Instagram and eBay", social shopping app Depop is an online marketplace for used items. The reigning Depop queen is undoubtedly Internet Girl. Brands that support ambition, drive and independence will undoubtedly be able to form connections with Generation Z. The total number of domain who have a link to . website. Download 104 Newsletter Ideas with Examples. 6 Aug 2020. " I have been collecting and selling vintage and secondhand clothing for most of my life. Below -2, you're great. 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 . 2 The space is also highly competitive: 35 percent of the industry preclinical pipeline is now in oncology (Exhibit 1), and all top ten players have a . Encourage them to share that content outside of the platform to attract new users. Were the generation thats commodified cringe. Highlighting these individuals has worked well for Depops marketing campaigns. We believe that bringing brands, content, celebrities and influencers together makes storytelling more meaningful and impactful. The small team helps here: its members have an ideas channel on Slack that allows them to post ideas, articles, GIFs, memes, and anything else to each other and create a central, informal repository. To send to more than one recipient, put a comma between email addresses. But anyway you can engage your audience that feels more personal or one-on-one is the same thing in essence. Related: 7 Ways To Manage B2B Customer Relationships. This intensive strategy for growth also supports Home Depot's generic strategy of broad differentiation. Tianah Jones, a 25-year old entrepreneur from London started her sunglasses business from Depop. Depop makes money from transaction and payment fees as well as from allowing sellers to advertise on its platform. 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. Depop aims to capture Texas in a new campaign spotlighting nine Depop sellers from the cities of Austin, Dallas and Houston. Listen to article The next generation of young people want an experience the fashion industry is struggling to provide. 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. Copyright 2023 Centaur Media plc and / or its subsidiaries and licensors. "With our PaaS provider, we were facing several challenges, such as scalability limits, lack of flexibility in how we scale our applications, and constraints in the way solutions are built due to a fully managed, but limited, set of available capabilities . After realizing that Depop needed a selling function, Beckerman re-envisioned the app as a global marketplace a mobile space [] Reposting cool images created by the Depop community is the main social strategy used by Depops team. domain, through the analysis of their backlinks profile compared to others websites, where 100 is the highest score you could achieve. Step 4: Click on Create Account. One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 82 on https://www.depop.com/. By keeping their social strategy team small, Depop is able to capitalize on each and every moment in culture with perfect timing. 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). Depop marketing strategist Yoann Pavvy points out that people tend to trust one another, especially among the younger generation. Generally, a marketing strategy outlines business goals, target market, buyer personas, competitors, and value for customers. The collection is composed of unique pieces meant to be sported together. The Depop app utilizes social media as the backbone of its marketing campaigns. The more, the better, as it helps to increase the domain rating. Nano or micro influencing feels like second nature to Gen Z. They have a very solid email marketing strategy - as their Average Spam score is very good since it's -3,9 (Spam score is a measure of how likely an email is to be considered spam by a spam filter. 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. 4 min. We process your personal data for these purposes either on the basis of our legitimate interests in order to promote Depop in our publicity and marketing campaigns or with your consent. Lucy & Yak recounted just how pivotal Depop was to their business. 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. But be honest with yourself as to whether youre blending in with the rest of your competitors or if you dont have a defined target audience. A marketing strategy is a business's game plan for reaching prospective consumers and turning them into customers of their products or services. website are shown as examples of industry practice and are not endorsements by According to a 2018 study by Juniper Research, spending by retailers on artificial intelligence tools will grow almost fourfold between 2018 and 2022, reaching $7.3 billion per annum up from an estimated $2 billion in 2018. According to Ad Intel, Vinted spent 37m on advertising in 2022. The company does not operate on a rigid publishing schedule, instead, they move fluidly with each and every trend. 4) Provision of time. Receiving stickers, candy, or a handwritten thank you note with a purchase from a Depop seller is standard. Below is a list of some common marketing strategies with examples: 1. Business to business (B2B) Business-to-business (B2B) marketing targets businesses that sell to other businesses. Here are eight brands that have collaborated with Depop to creatively reach young shoppers as they're shopping secondhand: Papa John's. Food brands have been making their own merch to connect with young consumers for quite some time, and Papa John's has put their own spin on the marketing trend. 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. What is popular today may not be popular tomorrow, so companies have to be prepared to change with the times. The wide world of social media is constantly changing and growing, and in order to stay successful as marketers, it is vital that we stay in the know with any and all new changes in the industry. 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.