Opinions expressed by Forbes Contributors are their own. Rebecca Heilweil is a reporter at Vox covering emerging technology, artificial intelligence, and the supply chain. Xeim Limited, Registered in England and Wales with number 05243851 If resale becomes an accepted way of shopping within fashion, the sector could set the trend for other industries, proliferating resale opportunities for brands in everything from tech to DIY.. They dont talk about click to shop or browsing! 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. Its director of brand marketing, Steve Dool explains that the most crucial element to Depop's brand identity is its community-first mindset. Gen Z is the generation pushing toward an even greater intimacy between brand and founder correlation, almost viewing them as a single entity. studio, network or celebrity. But for the love of all that is holy, try to show some self-awareness. They've worked with major brands like Dickies as well as entrepreneurs like . And it's costing you cost, time, and resources. As time went by, this idea of creating a digital replica of the magazine transformed into an e-commerce market designed as a social network platform. The return of direct-to-consumer as a viable model and marketing buzzword has been hogging the column inches recently, but beneath the surface, peer-to-peer, another model as old as time has . It was here their collaboration with Cepada became an experience in addition to sellingher art in-app. They can also shoot photos of their products there or book time with the in-house team to shoot it for them. 9 Depop ideas in 2023 | social media strategy instagram, depop Depop US top seller Sydny Boney. 4 Tactics that gave ASOS the Edge in the Competitive Fashion - Creadits 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. 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.. 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. 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. Managed large brand building and Media budgets to drive growth . The team worked on the prototype at the Italian incubator H-Farms technology campus for a year. Ultimately our partners mirror our community. What Brands Can Learn From Depop On Social Media - Fashion Monitor To send to more than one recipient, put a comma between email addresses. iGirl didnt focus tunnel-vision on simply pushing and selling products. For the event, she did a set design that attendees were able to shoot photos in. 9 Types of Marketing Strategies Definition and Examples The Dark Side of Depop | BoF - The Business of Fashion By pushing Depops audience to the forefront, this trust is strengthened. Depop is all about customer experience and resonates with their lifestyle over being a mere application. The companys expansion into physical retail also speaks the language that young consumers can relate to. Well, as stated, it's good!Any score below 0 generally means that the email will not be categorized as spam, especially the ones below -2 - it's a great score, one you want to keep because it helps a lot the deliverability of your emails! Depop's 2020 gross merchandise sales (GMS) and revenue were approximately $650 million and $70 million, respectively, each increasing over 100% year-over-year. Old Clothes, New Strategies: ThredUP's Evolution 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. 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. Depop drive their own organic growth with a simple but powerful marketing flywheel. We spoke to Raga about community, collaborations and the future of Depop: What do collaborations offer the Depop community? 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. No doubt Black Friday is one of the biggest sales for most brands. Why Etsy dropped $1.6 billion on Depop. 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. But just as all 13 Galapagos Islands have a corresponding finch to complement their unique ecosystems, theres no limit to the combinations of interests or issues in people that a brand can niche itself into perfectly serving. Now that the listing is up, its time to promote. A handwritten thank you note, stickers or candy are all common gifting items for Depop buyers. domain, through the analysis of their backlinks profile compared to others websites, where 100 is the highest score you could achieve. The fashion marketplace app believes that by consulting too many people, a pivotal moment can be lost in the process. It was founded inMilan during 2011 by Simon Beckerman, the co-founder of the culture magazine, PIG, and popular sunglasses brand RETROSUPERFUTURE. The platform now boasts more than 21 million users. Social Influencers, Etsy is buying fashion resale app Depop for $1.62 billion - CNBC 2) Post new items as often as you can. On Vinted, the system is more logical and it falls to buyers to pay this fee." What is Depop, and why did Etsy spend $1.6 billion on it? - Vox Just being a business with no storyline or narrative, is boring and will be overlooked. If you're above 0, you'll likely to be categorized as spam. Amongst their last emails sent, two of them were 'Let's do this' and 'What everyone wants right now'. This newsletter will break down all of the biggest news in entertainment and in marketing. The company focused on building a great product & designs and relied on unconventional marketing strategies to increase brand awareness instead of spending money on paid promotions. Personalize eCommerce experiences for every shopper, Reduce and recover abandoned carts with A.I. By entering your email, you agree to receive marketing emails from Blueprint. How can you make the most of this new platform? Our community comes first, Oskar proudly told the Masterclass. We strive to stay connected to our community and what is relevant to them but also excite them with something new and unexpected. List and promote your items strategically. A post shared by Depop (@depop) on Dec 5, 2019 at 4:00am PST. You're on the right place - we're displaying here for free some elements we gather on Panoramata about their Email Marketing Strategy, Marketing softwares used, etc. This isnt to say the delicate nuance between goth faerie and vintage cyberpunk is relevant to anyone other than a youth selling clothing on Depop. Feeling inspired to take your business to a new audience? The company was founded in 2011 and is based in London, United Kingdom. Strategy: I offer free shipping on this platform, but otherwise I have no real strategy. In the late 90s, along with his brother Daniel, he started a publication company that published PIG Mag an independent fashion design, music and lifestyle magazine. Take the virality of posting a video to Tiktok of yourself dancing, or simply a frog in some sort of random context. Enter: Depop, a social e-commerce app that allows users to buy and sell clothing. Additionally, word-of-mouth marketing is a marketing channel that includes viral marketing, as well as buzz marketing, which uses the dynamic of your network in order to spread the word about a product or a service. If youre already on Depop but arent ready to take the leap yet, Oskar also told us about their Level Up Program and Mentorships. 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. Simon Case, director of Chromatic Brands, has helped to launch the secondhand app Onro. For their 10+ million users, they boast a consistently hand-curated explore page and are embarking on the brick and mortar retail world. This electronic file is for the personal use of authorised users based at the subscribing company's office location. Marketing Strategy data - their Email Marketing Strategy (some of their, emails tracked on Panoramata) data, Paid Ads, Landing Pages and the main Marketing Softwares they're using in their stack, along with other DTCbrands from the same, This is the overall metric that matters most, as it sets. The collection is composed of unique pieces meant to be sported together. Below -2, you're great. The latest news, articles, and resources related to ecommerce growth marketing, sent to your inbox monthly. 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. 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. Depop is the community-powered fashion marketplace to buy and sell unique fashion, with over 30 million registered users in more than 150 countries. Well, "oops". Dont be afraid to be annoying. CEO John Hackett discusses pandemic growth, building a platform that can cope with 150,000 personalised orders in 12 hours on Mothers Day, the acquisition of D2C brand Patch Plants, and current challenges in ecommerce. Being a depop seller isn't a one and done thing, the best way to move items is to make sure your store stays "fresh" and "active". All rights reserved. They want authenticity and to set their own trends. Its first break was in the UK, with vintage clothing stores already experiencing higher . Originally designed as a social network for creatives to share and sell their products, Depop developed their marketplace with a strong community focus. Learn More. Items are usually secondhand or homemade. In the early 90s, he dabbled in music and graphic designing. 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. To get big on Depop, its all about personal branding. 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. Channels that deliver scalability, measurability, and efficiency are prioritized at Vinted, Blanchard says. Theres still a lot to come, and youll be hearing more of Depop. Amongst their last emails sent, two of them were 'Let's do this' and 'What everyone wants right now'. Now at nearly 20 million users, Depop is widely regarded to be at the forefront of this movement: effortlessly combining community with creativity. Gen Z favourite Depop is spawning a generation of bedroom entrepreneurs. The must-have Shopify apps for your eCommerce store that help you streamline and optimise your processes. Dont wait for your audience to come to you go to your audience. Rodrigos case in particular is a perfect example of an organic relationship between a business and a celebrity. The major benefit of this is that Im much less likely to think critically of a business I feel personally connected to. Step 4: Click on Create Account. Depop has found growth, strengthened community, and continue to add to the brand through a series of collaborations. I was trying to find out a new revenue stream for the magazine So I started designing a marketplace. Listen to article You may opt-out by. Depops Instagram in particular highlights some rising creators such as artist Stefani Colvin, Tiktoker Noah Millz, and more. Feb 14, 2023 - Explore Syd.real's board "Depop", followed by 175 people on Pinterest. You have an edge if you can cross-promote your Depop page with an existing Instagram, Pinterest, or Tiktok following. In todays competitive markets, we believe that benchmarking is key, as it allows you to deploy your marketing efforts more efficiently. When they directed customers back to their online stores via QR codes, they saw an average increase of 77% in sales. And from my observations, were much less likely to think critically of CTAs and self-promotions. On top of their amount of links, we break down the kind of links they have. Depop Limited operates a social marketplace that allows users to buy and sell items using its Website or the Depop application, which is available for download on user mobile device. Ship. Keep it short - on average, you should aim for 16 characters. This was the time when social media and influencers werent as big as they are now. How Depop's Texas Marketing Campaign Speaks to Gen Z Everyday 140,000 items are listed on digital clothing flea market Depop. Buyers and sellers can 'like' items, message each other . 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? In-App Messages, Comments and Item Descriptions . 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. The Depop community even has its own signature fashion trends. Depop is the natural extension of the magazine and sunglasses businesses. The platform is very similar to other online marketplaces like eBay, Facebook Marketplace, Mercari, or Poshmark. Connect Your PayPal Account. Through its young users and the way they engage with them, Depop has been able to set itself apart from the competition. "We reach Gen Z by representing Gen Z. 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.. The G2 Summer Report is here: Vue.ai receives seven badges. We publish marketing inspiration, case studies, career advice, tutorials, industry news, and more. Total earnings: $12.85 Number of items sold: 3 Average earnings per item: $3.21 This decision makes perfect sense, due to the heavily Gen Z audience on the app. That's it, you've completed the first step! Its also important to edit your listings frequently to improve visibility on the platform. According to some recent studies, approximately more than 90% of the customers say that they would purchase from those companies and businesses that support their social cause like; breast . 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. Yoann Pavy Explains How Depop Is Using Social Media To Reach - AList Depop has a very young audience that aims most of its attention on social apps like Instagram, Snapchat, Youtube, and TikTok. After realizing that Depop needed a selling function, Beckerman re-envisioned the app as a global marketplace a mobile space [] . Instead of a secondhand buyer being seen as a scrimper and saver, theyve now become a savvy shopper, Lewis says. Gen Z is sensitive, and we just want to feel connected. How did Depop get a cult following of 15 million active users? #depop pic.twitter.com/FdRH29c37k. Whatever you're into, find the item and the seller for you on Depop. Settle down for this weeks stats, which includes topics like customer service, ad spend, and brand engagement. In 2007, the brothers started their sunglasses company Retrosuperfuture, which is now run independently by Daniel Beckerman. 3) Optimum health and longevity. The biggest brands in the secondhand category are evolving their marketing strategies as the sector becomes increasingly competitive. We use Spam Assassin, the main platform used by email providers to score spam. 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 Online fashion resale marketplace Depop has over 15 million users and the vast majority (90%) of them are under the age of 25! In the age of distraction, building a community of 15 million users organically through word-of-mouth marketing strategy is an impressive feat. Today, well review Beam Lost Checkout Journey. 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? Sign-up to the Depop Masterclass Mentorship Program. <br> Strong functional competency from insight to execution and across brand and innovation. The landscape. Performance Marketing Manager at Depop London, England, United Kingdom. On here, you can list items and post them at peak listing times. Being between 0 and 5 means that it could happen though. Depop - Marketing Week Vinteds marketing strategy has four key tentpoles. 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. 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 . To break through the noise and get attention, Gen Z had to start getting creative. In addition, it also fits the current narrative of fashion that favours a sustainable wardrobe along with a redefined sense of ownership. 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.. New York, New York. This gave us the opportunity to educate our community and showcase what they can aspire to be in the vintage world. Nano or micro influencing feels like second nature to Gen Z. On Wednesday, the shopping site Etsy . Top Depop sellers are even making six-figure incomes and building social media careers off of their success. One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 82 on https://www . Remember the 1,000 True Fans theory? Strategic Partnerships, "It's just like Instagram and eBay together," says Yoann Pavy, head of digital marketing at the startup, "and the kids love it and . Beckerman worked on the app design for a couple of months before deciding to build a business around this idea. Depop is popular among Gen Z shoppers. From a brand perspective it's a strong starting point for us in terms of consistency, but also in terms of differentiation, he says. A hit among the Gen Z audience, Depop isthe perfect example of a brand successfully utilizing social media marketing. digitGaps report on Depop Limited delivers a detailed in-depth and comprehensive insights of the company, its history, corporate strategy . Were the generation thats commodified cringe. Depop should know. The social shopping app is mindful of how to use data in the decision-making process. 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. Depop - buy, sell, discover unique fashion And they do it with the help of data and AI. Step 2: Enter the 6-digit code sent by Depop to your phone number. That is why the most successful campaigns are known for their use of celebrity endorsements, creative visuals, and catchy slogans. Sourced from WARC and The Challenger Project. Depop typically uses UGC from its users in its marketing from its TV campaigns to out of home and digital. It means that their email are not headed to the spam folder. Turn these new users into buyers by marketing and community building efforts. The above images and any images within this The Global Anti-Social Media Policy is a grand title for a high-stakes marketing decision by British cosmetics brand Lush. 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. The lower, the best. What does that mean exactly for their email marketing strategy?. Depop has 696K Instagram followers, 154.4K Twitter followers, 69,640 Facebook followers and on TikTok has an audience of 62.5K, with 531.3K likes. Radical positioning, content & community won billion dollar DTC darling Glossier its first fans. Four marketing lessons we can learn from the success of Depop 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. The idea was to do a creative place, where we could feature all the cool and up-and-coming brands that we used to feature in the magazine. To get started, fill out the form. TV, BVOD and online video are a core part of Vinteds media strategy with digital performance and influencers also in the mix. 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. Repeat. The free app enables consumers to easily sell items by taking a square format image, adding a description with hashtags and setting a price. It is often the busiest shopping day of the year because it kicks off the holiday season. With social experience at its heart and machine learning at its core, Depop scores high in the customer engagement department. Encourage them to share that content outside of the platform to attract new users. Each user curates a collection straight out of their own wardrobe. They run rampant, unchecked, in Gen Zs online spaces. 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. 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 has primarily powered Depops rise in the resale industry and also helped them gain investors attention. The platform UX is very Instagram-esque. Think Y2K cowgirl, goth hippie earth faerie, e-girl, cottagecore milkmaid, and countless other deviations. In May of this year, they launched the IRL to their URL with their version of a brick and mortar on Sunset Boulevard in Los Angeles which actually appears much more like an experiential marketing activation rather than a traditional retail space because it is not just a place for shopping. 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.