depop marketing strategy

Olivia Rodrigo, the latest it girl, utilised the site in order to advertise and sell the clothing that was featured in the music videos for her platinum record. He faced no problem in raising funds for building the prototype and hiring the team for that. A publication by and for marketers. 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. 7) Sexual attraction and expression. 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. 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. This resulting in an estimated 100% increase in revenue ($230 million to $460 million). 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. Sell your way. ALL RIGHTS RESERVED Learnings from the brands that stand out. The site has grown exponentially in the past two years from 1.2 million members in 2021 to over 8 million in 2023. Clothes began as a necessity to provide physical safeguards to the body from weather, heat, dust, rain and cold. We display here a overview of Depop email marketing strategy - along with other brands from the Fashion industry. 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.. "It's just like Instagram and eBay together," says Yoann Pavy, head of digital marketing at the startup, "and the kids love it and . 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". 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. By entering your email, you agree to receive marketing emails from Blueprint. Were the generation thats commodified cringe. 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. 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. Depop moved to AWS around two-and-a-half years ago, as it was hitting the limits of its existing Platform-as-a-Service (PaaS) technology. Step 1: Go to signup.depop.com, enter your phone number, and click on Send code. 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. 2023 Copyright and Database Rights owned by Ascential Events (Europe) Limited, Scrum like the cool kids: Depops marketers think like a product team, Persuadables the key audience for green growth, Conversational creators will help luxury brands make gains on TikTok, The new landscape of collaborative purchasing decision-making, How WWF created a cultural asset to pressure Asias governments to regulate plastic pollution, Brand platforms: How to evolve for sustained relevance and growth, The omni-activation route to deeper participation and immediate action, Doing more, saying less: How marketers can target Gen Z, Over half of e-commerce revenue will be from mobile devices this year. Receiving stickers, candy, or a handwritten thank you note with a purchase from a Depop seller is standard. Get paid fast when your item sells. Result oriented marketing professional with over 19 years of experience in leading FMCG and Telecom companies - Gillette, P&G and Vodafone.<br> Rich marketing experience leading big global brands as well as establishing new brands. Policy. Average salary for Depop Influencer Marketing Manager in Burton Latimer, England: [salary]. Thats whats going to unlock creativity within your content across all the channels.. Clothes, being part of the Fashion industry, reflects an individuals culture, personality, and preferences. In addition to the social aspect of the Depop platform, where you often have to message a buyer before making a purchase, personal touches create an experience where youre conducting an exchange with a friend or peer, not a soulless company. Like the content and the commerce that takes place on Depop, Pavys marketing department (which consists of four in-house staff members, plus an agency that helps with influencer and CRM work) has always existed in a socially-enabled space. "To some degree, we have a closer relationship with Gen Z . Depop. The company was founded in 2011 and is based in London, United Kingdom. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy. In fact, we have almost zero concept of shame online. Its also important to edit your listings frequently to improve visibility on the platform. Founded in the U.K. in 2011, Depop lets people buy and sell used clothes through its . So, here are four marketing tactics used by Gen Z Depop entrepreneurs to grab the short attention spans of our emerging demographic. If eligible, sellers can get verified, an account manager and customer service crucial to taking their Depop store to the next step. One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 82 on https://www . 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. Depops social strategy is very reactive. I knew apps were gonna be the thing. The company also expanded its online reach by launching the marketplace app in Australia. Nothing beats showing off your item with a model shot, but the next best thing is a neat flat-lay of your product. Embedding these personas at the heart of their strategy, depop experienced 85% year-on-year sales growth. The landscape. We spoke to Raga about community, collaborations and the future of Depop: What do collaborations offer the Depop community? Launched in Italian startup incubator H-farm by Simon Beckerman, Depop became successful through word of mouth. 6) Emotional relation. Gen Z is the generation pushing toward an even greater intimacy between brand and founder correlation, almost viewing them as a single entity. Earlier this month, they tapped Depop for a . Intriguingly described as the "love child of Instagram and eBay", social shopping app Depop is an online marketplace for used items. Of course, being a super small team or dividing into small units is the only way this can remain viable. You have to do the math yourself, which is annoying. The Depop app utilizes social media as the backbone of its marketing campaigns. "Quantity will give you the quality," he stated. A post shared by Depop (@depop) on Oct 15, 2019 at 10:03am PDT. We ask Mark Williamson from retail media platform CitrusAd. Lewis says: Vinted is clearly generating revenues as such they can use mainstream big rich mediums to bring in new people and get increased penetration.. I cover the intersection of music, dating, style, art, and travel. Depop influencers are selling their own products directly to their followers while cutting out the middleman in the process. Vinted is also a sponsor of British soap Hollyoaks and creates its own content in partnership with the Channel 4 show. According to Depop, it imposes the fee "to keep the app up and running, with . It offers users the ability to private message, the visual appeal of photo feeds and an explore page, as well as social metrics such as likes and followers. Gen Z is sensitive, and we just want to feel connected. When they succeed, we succeed. Depop have launched several programs to support their community of young entrepreneurs, including Top Sellers like Lucy & Yak. 1. Its director of brand marketing, Steve Dool explains that the most crucial element to Depop's brand identity is its community-first mindset. iGirl didnt focus tunnel-vision on simply pushing and selling products. Be part of the community that's transforming fashion one item at a time. It was here their collaboration with Cepada became an experience in addition to sellingher art in-app. Studs, the young DTC brand known for piercing the cool girls of Instagram, started selling earrings via a brand shop on Tuesday. Take up to four photos. Shop now. 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. Depop was founded in Milan during 2011 by Simon Beckerman, the co-founder of the culture magazine, PIG, and popular sunglasses brand RetroSuperFuture. Raga: We are building a global business. However, a score below -2 would be considered even better. Its like a shop window on your phone.. . 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). 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. It is often the busiest shopping day of the year because it kicks off the holiday season. Because its a great example with many different best practices you can pick and implement yourself. This will be done through numerous initiatives like Depop spaces, student ambassadors but also new features which will improve discovery, helping creators, curators, buyers and sellers. On Wednesday, the shopping site Etsy . Generation Z, which spans consumers aged 7 to 25, will make up 40 per cent of the luxury market by 2035, according to consultancy Bain & Company, which has collaborated with Depop on the report. Most teens and young adults are amateurs just looking to make room in their closets for quick cash, while others have turned their Depop hustle into a for-profit business. Depop. By clicking "Request a Demo", you agree to our Privacy Policy. Theyve worked with major brands like Dickies as well as entrepreneurs like the New York vintage shop owner, Procell, and L.A.-based textile artist, Uzumaki Cepeda. Greater flexibility also means becoming less precious about ideas like branding (not across all advertising, but in a social content situation). With Gen Z's buying power topping $140 billion, were clearly making our unique mark on the global economy and not only as consumers but as entrepreneurs and trailblazers of a globalized, digital economy. And sellers on Depop are niching down to very specific aesthetics. That's it, you've completed the first step! Depop might also be so appealing to Gen Z because reselling is sustainable consumerism, one of the core values of our generation. Cause Marketing. Generally, a marketing strategy outlines business goals, target market, buyer personas, competitors, and value for customers. Depop should know. For their 10+ million users, they boast a consistently hand-curated explore page and are embarking on the brick and mortar retail world. Simon Case, director of Chromatic Brands, has helped to launch the secondhand app Onro. If youre over 25, chances are you dont know what Depop is. 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 . not considered as spam. Focusing on the attempt to get pro photos for your profile, Samsung Galaxys high-tech camera is a no-brainer. And from my observations, were much less likely to think critically of CTAs and self-promotions. 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. There are seven key steps to crafting a successful marketing strategy: Build your marketing plan, create your buyer personas, identify your goals, select the tools, review your existing resources, audit and plan media campaigns, and lastly, execute your strategy. 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). Depop has a different brand strategy from Vinted. Can't get enough of pop culture and entertainment marketing? Depop uses the data to create the customer experience. 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.. Theres still a lot to come, and youll be hearing more of Depop. 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. Weve put together a bundle perfect for your Capricorn best friend. Errors and omissions accepted. The total number of domain who have a link to . website. In June 2019, the London-based startup closed a series C round that brought in $62 million of funding (it has not disclosed its valuation). In the early 90s, he dabbled in music and graphic designing. 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. So, what has contributed to its success, and what does this tell us? Closed mouths dont get fed, Ask and you shall receive is pretty much what Gen Z lives by. Many brands who are branching out on Depop can feel a bit daunted when using an app, but Oskar announced that they have just released an online function to list their items. To the uniformed Depop is an app for an online marketplace, like a niche eBay. This newsletter will break down all of the biggest news in entertainment and in marketing. Product Development. This is a BETA experience. 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. Each user curates a collection straight out of their own wardrobe. Step 4: Click on Create Account. Theyve worked with major brands like Dickies as well as entrepreneurs like the, Vacation In Hawaii Like A Homeowner With Destination Residences Hawaii, This Ranch In Wyoming Comes With Its Own Air Strip And Guest Lodge, Award-Winning Architect Reimagines The Hotels Of The Future, Five-Star Hotel Chef Shares Tips For Creating A Kitchen Garden At Home, Experience A Five Star Hotel At Home With These Recipes From Red Carnation Hotel Collection, The Travel Trend Of The Future: Luxury Resorts That Grow Their Own Food, Spring Break Vacations For The Whole Family, Airbnb Invites You To Sleep In A Spaceship. PICARD A 94 Year Old Legacy Brands Digital Strategy. Fashion, Join Over 30,000+ Marketers Who Read Our Blog. Each user curates a collection straight out of their own wardrobe. Make sure your keywords are relevant to drive traffic, whilst also considering the buyer and how you should communicate with them. Be sure to take a look at the blogs below to become an expert in all things social media marketing and fashion! Amid retail media FOMO, how can the smaller players compete? 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. He gave Masterclass attendees a few insider tips to execute the best product photography. Faced with the classic chicken-and-egg problem, the company shifted its focus onto children's clothing a year later. On here, you can list items and post them at peak listing times. #depop pic.twitter.com/FdRH29c37k. An overview of online shopping revenue by device in the United Kingdom between 2013 and 2018. A post shared by Depop (@depop) on Dec 5, 2019 at 4:00am PST. And Anna Sui launched a shop featuring . They are pioneers in what they choose to do. Amongst their last emails sent, two of them were 'Let's do this' and 'What everyone wants right now'. Sell Products Better And Improve Engagement With A.I. Influencer Marketing 101, The lower, the best. studio, network or celebrity. Depop is set up to meet these changing demands. 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.. Case study 1: From University to Career. Making the decision to depopulate and repopulate a herd is a . Depop has a very young audience that aims most of its attention on social apps like Instagram, Snapchat, Youtube, and TikTok. Sydny Sky. If you send in-app messages or comments, or provide item descriptions, we may access, store and review these: . You can see this manifest in the attempted cancellation of an entire multinational tech company due to the reputation of its founder, Jeff Bezos. Millennials were the generation that fell in love with a strong founder story (Steve Jobs, anyone?). , their score can be considered under average. TV, BVOD and online video are a core part of Vinteds media strategy with digital performance and influencers also in the mix. Having founded a magazine back in 1998, PIG (People in Groove), which spoke to this community, Beckerman created Depop to let its readers buy the items in the title. 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. So far, the best approach is to frequently list new items, whether you do a few new items items . This was the time when social media and influencers werent as big as they are now. Yeah, that. 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. You have to be careful about leaning on the ethical message because it doesnt sell so part of the key positioning should be fairness, he says. Marketing Strategy: this article explains the Marketing Strategy in a practical way. Simply sign in below. Marketing strategy of Depop The app has been used to market the signature designs of well-known celebrities such as Lilly Allen and Emily Ratajowski, amongst others. Through its pop-up shop events across the globe, the buyers and sellers community get an opportunity to experience Depop in person. 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. The companys expansion into physical retail also speaks the language that young consumers can relate to. 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. Depop's 2020 gross merchandise sales (GMS) and revenue were approximately $650 million and $70 million, respectively, each increasing over 100% year-over-year. Upon its launch in 2011, Depop reached one million users in . Depop is the community-powered fashion marketplace to buy and sell unique fashion, with over 30 million registered users in more than 150 countries. 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 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. He added, Being the geek I was and having studied art school industrial design, I decided to try designing an app myself. Young people around the world are getting rich selling secondhand and vintage goods on Depop. And it's costing you cost, time, and resources. Whatever your vibe we'll share our pro tips to help you get there. The collaborations are an opportunity to conceptualize the trends we see culture and community shaping. Gen Z has perfected the art of begging for attention. And they do it with the help of data and AI. The collection is composed of unique pieces meant to be sported together. United Kingdom. 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. 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. Tianah Jones, a 25-year old entrepreneur from London started her sunglasses business from Depop. Thought leadership and a strong founder story is what resonates with Gen Z, and inspires us to convert. 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. This was the end of 2010; Instagram had just come out This is how Depop came out. Learn More. Depop is a website and mobile app available in over 150 countries with over 26 million active users. The next generation of young people want an experience the fashion industry is struggling to provide. Rodrigo and Depop have fan bases that overlap in every regard. Depop has found growth, strengthened community, and continue to add to the brand through a series of collaborations. They have helped to increase the visibility of these brands and make them more desirable to consumers. This has primarily powered Depops rise in the resale industry and also helped them gain investors attention. See more ideas about social media strategy instagram, depop, marketing strategy social media. Step 2: Enter the 6-digit code sent by Depop to your phone number. Nearly, 140,000 items are listed on the app every single day and 19 million products are up for grabs at the moment! Depop US top seller Sydny Boney. While every person's needs are unique, there are 21 need types that marketers can communicate to: 1) Physical needs. It means that their email are not headed to the spam folder. Introduction. 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. We want you to bring your brand to life! Depop is the natural extension of the magazine and sunglasses businesses. Also, a point regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. We strive to stay connected to our community and what is relevant to them but also excite them with something new and unexpected, Raga stated when asked about the relevance of these collaborations and its place in the Depop community. From only six subscriptions it soon began churning 30,000 subscriptions every month. (Looking at @honeylambs on TikTok.). 2. 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. Marketplace giant Etsy has plans to acquire Depop in the third quarter of 2021 . The Depop community even has its own signature fashion trends.

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