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This D&AD Brief is for Depop, and wants me to develop a creative solution for a challenge they are having. Depop wants to be reintroduced as a secondhand fashion platform for Gen Z eco-conscious consumers, whilst promoting its overall purpose of making secondhand fashion more accessible and sustainable

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What is Depop's current role in the secondhand fashion industry?

Analyse competitors (Poshmark, Vinted, Ebay, Thredup)

Industry trends that are relevant to the brand and it's campaign

Consumer behaviours and insight

By understanding the challenges that Depop are facing, and pinpointing opportunities to overcome them and differentiate the brand from its competitors, the outcome created will better align with the requirements of the brief to be innovative and professional.

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founded in italy by Simon Beckerman in 2011, with HQ in London now

peer to peer social media style ecommerce shopping platform where people can buy or sell secondhand and vintage fashion - the platform is used for buying and selling secondhand fashion - promotes sustainability

gen z and millennials 16-30 are the main users, value sustainability, individuality and affordable fashion

acquired by Etsy in 2021 for $1.6bn

instagram style feed to make a more social buying experience for platform users

features like likes, comments and DM's

the platform is mainly focused for mobile, making it user friendly for younger and newer generations

gives sellers and small businesses tools to build brand

creativity, self expression and niche curation

encourages circular fashion by reselling pre-owned clothing to reduce waste

aligns with eco conscious shoppers by aligning with sustainability trends

fashion forward customers that want unique, affordable and eco-friendly alternatives to fast fashion

creative, individualistic and tech savvy - fans of thrifting and upcycling

known for bold marketing, showing user stories, social causes and experimental ads

positioned at the overlap of vintage, streetwear and creative fashion trends

seller storytelling to make items more desirable

place for social connection as well as buying clothes

over 30 million active users in 2023

UK, USA, AUS and EUR are top markets

vintage, secondhand, streetwear and unique DIY fashion

strengths:

appeals to gen z being a popular platform for finding affordable and sustainable fashion

its unique social commerce model combines shopping with social interactions of social networking platforms like Instagram and Facebook

taps into growing trends around sustainability and the circular economy

available worldwide which attracts diverse sellers and buyers

social commerce model is a huge advantage over competitors like thredup - this aligns with gen z need for community and interaction

challenges

increasing competition from other platforms like Vinted and the rising growth of charity shop resale

sustainability pressures to make sure the practice aligns with its promise

expanding to new countries whilst keeping its community centred identity

limited tools to help sellers grow and stand out / scale their business with things like analytics or marketing features

seller fees might discourage new or casual users

scaling issues for managing growth whilst keeping the community element strong

Depop's focus on mobile means it misses out on optimising desktop experience where competitors like ebay do well

lack of analytics and promotional tools stops business sellers from being able to scale compared to their competitors like Vinted, who offer 'boosts' for listings to promote it for affordable rates

expanding globally whilst maintaining its community focus is going to be a struggle, and it's something that other competitors avoid like Poshmark, which is a primarily US focused platform

opportunities

expand storytelling and influencer collabs to engage deeper with the audience

keep on targeting Gen Z's values of sustainability and individuality

position itself as a leader in secondhand fashion to counter fast fashion's dominance and bad influence

seller dashboard features and promotional tools to help sellers grow their businesses on Depop

optimise both the mobile and desktop app experience to attract a wider view of their demographic

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Depop Drama: How safe are you and your data? — Fashion Roundtable

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In recent years, Depop has been praised for its contribution to sustainable and circular fashion. It has popularised the quick resale of used clothing, and promoted the act of shopping second-hand. Unfortunately, a rise in instances of hacking and harassment on the app has brought about new concerns

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Competitor analysis is important as this will help to understand how Depop performs in comparison to other platforms in the secondhand resale market.

This will also shed light on opportunities and gaps that Depop can use to their advantage

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Direct competitors: Poshmark, Vinted, ThredUp, eBay

Indirect competitors: Charity Shops (barnardos, cancer research, Oxfam, etc) and fast fashion brands like Shein / Primark (more affordable, and sought after for consumers)

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Social shopping platform centred around the like, comments, following features that social media platforms use - this gives it a unique position in the market

Creative, social powered marketplace that emphasises engagement through collaboration with influencers, personalising user experiences based on what users interact with, and creating a strong presence on social media.

eBay and Vinted focus on transactional socialising on the platform, which limits user interactions between only buyer and sellers

Limited analytics and seller tools make it harder for sellers to scale. eBay provides advanced analytics to give sellers a deeper understanding of their shop's performance

depop charges seller fees, which can put off casual sellers that might opt for fee-free options like Vinted

Competitors like Poshmark bring a fun game-like experience to shopping with their 'posh parties' events, which depop doesn't offer

depop can develop their social engagement features like virtual fashion events or game-based challenges to build stronger communities in their platform users

There is a gap in personalised seller support that depop can use to stand out from competitors

community first approach creates a shopping experience that prioritises high engagement, customer loyalty and organic growth. The focus on sustainability and user-generated content appeals to Gen Z, which sets it apart from competitors.

Depop could improve social interactions, sustainable messaging and the interactive element of platform engagement

Depop currently lacks some kind of structured rewards or incentives, which is a lost opportunity to boost recurring engagement, seller loyalty and motivating buyers with things as simple as points, badges or some kind of small perks.

Social first focus is more engaging overall than its competitors, which encourages UGC, direct interactions, and trend-powered communities to curate this highly personalised and interactive shopping experience that you can't get with its competition.

Depop could introduce a gamified element to its rewards to deepen engagement with its customer base

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business model- peer-to-peer, secondhand fashion. makes money from seller fees via shipping premium features and ads

Marketing strategies - affordability and simplicity of selling with an easy-to-use platform, emphasising sustainability in its 'buy and sell preloved' slogan

Customer engagement techniques - user-friendly app, no fees in some countries, actively promotes community values

strong sustainable messaging

popular in Europe, with 45 million active users in 2024

Promotes engagement with buyer-to-seller messaging, notifications, and forums in the app

Builds community through its buyer and seller protections, encouraging long-term relationships and growth through prompting shoppers and buyers alike to leave reviews

weaknesses

limited social features in comparison to Depop vinted is mostly a transactional conversation

Vinted has no seller fees, and its shopping transaction design attracts shoppers on a budget, whilst Depop counters this with trend-focused, highly engaged communities adding value through curation, style inspiration and community engagement - this could boost engagement and make it a stronger competitor in the long run

Lacks social-driven discovery, similar to an Instagram Explore page

lacks a loyalty program but keeps users coming back through no seller fees, buyer protection and occasional free boosts

ideas/opportunities

offer zero fees for users in many countries, making it more appealing to budget-conscious shoppers

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business model - social commerce for fashion. Earning 20% fee from all sales and commission

Marketing strategies - community-driven platform encourages users to 'share and shop closers', adds a gamification feature with their virtual 'posh parties'

focuses on community and social selling on the shopping platform

customer engagement techniques - virtual parties, game-like sharing and a strong focus on personal branding for sellers

promotes engagement through social shopping experience with likes, comments and shares on listings, making it more interactive

loyalty features - 'posh ambassador' program to reward users with perks like faster sales and more visibility

builds relationships with its 'posh parties' and strong online presence which encourages consistent user participation'

weaknesses

Higher selling fees might put off casual sellers

idea/opportunity

Depop can implement virtual shopping events to bring more community experiences to the platform

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Business model - managed marketplace for selling secondhand items (consignment - people send in items for the platform to sell). Earnings from processing fees and product resale margins

strong eco-friendly messaging, but the platform is less social and focuses more on bulk shopping

convenient for sellers and adds a strong sustainability focus to their messaging and offers.

Marketing strategies - sustainable messaging 'rescue a wardrobe' targets busy consumers with its simple model

customer engagement techniques - clean-out kits, sustainability reports and promotions for eco-conscious customers

Divert 14 million pounds of clothing from landfills every year (thredup 2023)

promotes engagement by encouraging customers to buy and sell pre-owned clothing through an easy to use, eco-friendly platform

loyalty features - 'thredup rewards' giving discounts and special offers to regular shoppers

builds engagement by focusing on sustainability and secondhand fashion which attracts thrifters / secondhand shoppers and sustainable minded individuals

weaknesses

limited social features

high processing fees

idea/opportunities

use the social features to push more in campaigns by helping customers to 'buy, sell, share' to promote engagement on the platform

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business model - auction and direct sales, depop is more on direct sales and a social shopping approach

marketing strategies - broad appeal for all kinds of products/items. Emphasises reliability and variety in product categories - depop targets younger audiences that are more fashion aware and trendy, aligning more with preowned and vintage fashion with a sustainable undertone.

known for its protection of buyers and sellers alike to enhance loyalty and keep shoppers coming back. Depop has limited protections in comparison but still ensures users are safe through protected payment and moderators.

Customer engagement techniques - loyalty programs like eBay Bucks and personal recommendations to boost repeat purchases. Depop encourages social engagement through social-like features on its platform that mimic social media with like, comments, saves and share features.

weaknesses:

generic platforms, not fashion-focused community and its more of an overwhelming range of products. Depop fashion-centred focus limits appeal for general shoppers. Faced with challenges with fake and counterfeit items and dispute resolutions

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global secondhand market projected growth $64bn by 2024 (Thredup2024)

30% of fashion purchases will be secondhand by 2030 (Thredup 2024)

fast fashion is responsible for 10% of global carbon emissions (UN Environment)

How can Depop get more involved?

highlight depop's commitment to sustainable fashion

enhance user engagement by adding eco-friendly badges for eco-certified sellers or items on the app / curated collections

show the impact of shopping secondhand on the app, and make it personalised to each user, as well as for wider communities. This will appeal to gen z's eco-conscious values and desire to shop more consciously

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business model - non profit, selling donations to fund charity work

marketing - local campaigns promoting their social impact and sustainable practices

customer engagement - community driven projects, in-store events and ethical branding

Affordability - lower cost than high street shops, accessible for people on low income. Set prices on donated goods, cheaper than alternatives from fast fashion and secondhand marketplaces. range of products at accessible price points

Sustainability - encourages circular economy to reduce landfill waste, with minimal impact as most goods are donated and reused. promotes slow fashion and conscious consumerism, aligns with growing demand for sustainable alternatives. campaigns promoting the importance of reducing waste like Oxfam's secondhand september campaign to drive awareness of shopping secondhand

Community Impact - funds raised go to local or regional charity projects like youth support and end of life care. Most charities offer voluntary roles that creates more community invovlement and skill-building opportunities. Hubs for community interaction and shared values. Shoppers give back to causes they care about, which adds purpose to their purchase

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Depop excels with social features compared to other competitors who are little to not social

In terms of areas that Depop can exploit, offering personalised tools for sellers would give them the edge over competitors and build trust to elevate their standing as the go to reselling platform for buyers and sellers alike

They could also push their sustainable messaging even more, to make it more of a central focus which would attract more users that fall into its core demographic of eco conscious gen z shoppers.

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Nike's Modest Clothing Campaigns - Localised

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Nike's Modest Clothing Campaigns - Localised

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locally targeted campaign that focused on the specific needs of that region

still kept their global identity and messaging

Nike modest clothing and sportswear campaigns brought a new product to underrepresented markets like Muslim customers located around the world, but most specifically in the Middle East and Latin America

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Oxfam uses local sharity shops in their community-centred campaigns to connect their audience and their cause, and build awareness in certain markets
promotes buying no new clothes for a month, and encourages sustainable shopping from consumers - aligning with depop's position as a platform for secondhand fashion

cultural shift towards preloved fashion, reducing waste and rethinking shopping habits which depop capitalise on

target affordability in charity shops whilst encouraging people to shop consciously, creating a strong connection to depop's appeal as a budget friendly alternative to fast fashion

sense of collective action and purpose which is something that I want to use in my depop project to drive sustainability, and appeal to socially conscious consumers

social media, storytelling and influencers is the main thing that I want to mimic in my own project here as this is instrumental in the campaign's success

KEY INFO

over 600,000 people took the pledge in 2019 when the campaign launched

in 2022, 50k people shared the Secondhandseptember hashtag on social media

if the uk population took part, the carbon emissions saving would be the same as the amount of fuel needed to fly a plane around the world 900 times.

diverts 14,000 tonnes of clothing from landfill each year, the same as 47 million items

encourage reduce, reuse, recycle clothing to reduce landfill impact and fashions cardbon footprint

promotes sustainable habits like buying, selling, borrowing and donating clothes

relatable messaging to shift beliefs on shopping secondhand to combat the impulse to shop with fast fashion brands

advocating for sustainable fashion practices which would align with Gen Z and Millennial consumers

collaborations can increase mainstream appeal

both platforms use social media to drive awareness but depop focuses on user driven shopping whilst oxfam shows its mission

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How can Depop take inspiration from this? (Case studies) 

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How can Depop take inspiration from this? (Case studies) 

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cater campaigns and promotions to specific areas, and really drill down into the trends of that local area, and if there are ethnicities in that region that are not being represented

this will improve diversity too!

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Looking at different industry trends and forecasts would offer clarity in aligning Depop's brand strategy to meet current and future market demands. This would also be beneficial in identifying areas for growth and innovation, which is a key part of the brief

At the moment, Depop does align with sustainability trends by promoting shopping secondhand but it lacks eco-certification to boost credibility and communicate this commitment clearly to its platform users.

Vinted emphasises its commitment to sustainability with its 'buy preloved' slogan which is popular among gen z. poshmark's game-like 'posh parties' shopping live events are a key differentiator in that no competitors offer this feature.

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Secondhand apparel global market value from 2021-2028 (Statista)

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Secondhand apparel global market value from 2021-2028 (Statista)

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shows the trajectory of growth in the secondhand market for the next 5 years according to Statista

$64bn by 2024

$85bn by 2028

driven by more consumer interest in sustainability, affordability and shopping for unique fashion pieces

younger shoppers are leading this shift by shopping secondhand instead of buying new

aligns with Depop values of eco-consciousness and affordability

as the market expands, Depop is positioned to earn from this growth - focusing on social selling, engaging its community and promoting sustainable fashion makes it a star player in meeting that rising demand in the market

growth of market also meets Depop's mission in reducing fashion waste and promoting a circular economy, where clothing is recycled and reused rather than being put in the bin and sent to landfill

projected growth of the industry shows a huge shift in sustainable and affordable fashion that will bring with it opportunities for other brands to lead the sustainable fashion movement.

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How Depop can exploit this market growth

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How Depop can exploit this market growth

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give sellers and businesses more visibility tools to earn more market share ahead of this coming change

social shopping hybrids is key for Depop to be able to keep its position as an industry leader by improving its community features and possibly introducing some kind of a gamified experience to the platform.

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Emissions made during creating and distributing clothes (ethical consumer)

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Emissions made during creating and distributing clothes (ethical consumer)

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fabric production is the biggest contributor which creates over 60% of total emissions

transporting goods adds a noticeable amount but is smaller in comparison, showing the environmental impact of global supply chains

end of-life stage (waste and disposal) plays a role, which shows the importance of circular fashion in reducing the amount of waste that goes to landfill

HOW THE SECONDHAND MARKET REDUCES CARBON

bypasses energy-intensive fabric production and transport stages

by shopping secondhand, people contribute to lowering the emissions and preventing additional planetary costs from new production

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Carbon savings of secondhand vs fast fashion

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Carbon savings of secondhand vs fast fashion

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fast fashion culminates 10% of global carbon emissions

buying secondhand clothing can save 2.1kg of carbon emissions per item compared to buying new

increasing popularity of secondhand fashion is helping to reduce the carbon footprint of clothing consumption

Sustainable fashion choices have the potential to significantly lower the overall impact of the fashion industry

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Sustainable versus fast fashion - forecast of fast fashion versus sustainable clothing growth 2020-2025.png

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circular fashion and sustainability

reducing waste

promoting reuse and upcycling

prefer platforms that are eco-conscious

Gen Z + Millennials

thrifting and secondhand clothing is popular with younger shoppers

people want unique, vintage and affordable pieces over fast fashion wear once and throw-away approach

social media and e-commerce hybrid experience

Instagram style features for shopping

creating community-driven shopping experiences

game-like features

resale market projected to grow to $77bn by 2025

62% of Gen Z prefer buying sustainable products

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location-based treasure hunts in the app offering exclusive product releases at 'stash spots'

Exclusivity and urgency with limited availability at each spot

Works seamlessly inside the SNKRS app, enhancing user experience through ease of use

users share experiences building community with sneaker enthusiasts

depop could take a similar approach targeting a broader fashion audience with a treasure hunt for a range of items in the fashion category

both campaigns leverage their apps for engagement, but depop needs to work in similar features to its platform

both campaigns create urgency through limited item availability but depop may offer more variety

depop hunt could promote more interaction by getting users involved in a shared fashion discovery

scavenger hunts drive high engagement by offering rewards tied to discovery, fostering excitement, and increasing time spent on the platform

creates memorable experiences, strengthens brand loyalty and increase repeat purchases

interactive and fun nature of scavenger hunts encourages users to share their findings on social media, expanding reach

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Sends push notifications for exclusive releases that you can only find in certain locations

Users can reserve limited-edition sneakers through the app, ensuring a seamless purchasing experience

Geo-targeting technology ensures fair access to releases and prevents bots

app creates a sense of community by offering exclusive access to sneaker enthusiasts, aka 'sneakerheads'

Both campaigns engage fashion enthusiasts but confirmed focuses on sneakers, and depop targets a broader fashion audience

Confirmed uses a standalone app, but depop would need to implement similar features into the platform for it to see similar results

Both campaigns create urgency through limited stock, and depop's treasure hunt could give more varied product placement with a wider focus in its inventory (ie, not just trainers)

confirmed builds community via exclusive product access, whilst depop involve users in shared fashion discovery

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Depop Past Campaigns (College ambassador program)

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Depop Past Campaigns (College ambassador program)

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Focus on uni students and engage young people who are passionate about sustainable fashion

Ambassadors promote buying and selling secondhand on depop, encouraging peers to move away from fast fashion brands

Act as representatives of depop, using their platforms to showcase sustainable fashion and depop's marketplace

receive perks and rewards like commissions from sales, and grow their network of users

Fosters sense of community by connecting like-minded students interested in entrepreneurship, sustainability and fashion

curated content, styling tips and depop listings on platforms like Instagram and TikTok, targeting a broad and engaged audience of peers

raises awareness to help students realise the environmental and economic benefits of secondhand fashion

builds a peer to peer movement around sustainable fashion and positions Depop as the go-to platform for eco-conscious shopping

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Points and rewards - purchases, sharing, social media engagement

Challenges and competitions- offer prizes for the best performance or achievements

Leaderboards - rankings of the top users, fosters healthy competition and motivates people to engage more with the brand

Badges and achievements - for completing tasks, milestones or unlocking new levels

Users progress through levels based on engagement, with each level offering new perks or rewards to maintain effort in the long term

quests and scavenger hunts - location-based series of tasks or quests to unlock rewards or exclusive access

personalisation - based on behaviours or preferences to individual users, making the experience more engaging

HOW CAN THIS BE DONE?

mobile apps

social media platforms

e-commerce selling platforms

websites and social learning platforms

loyalty programs

BENEFITS

enhance engagement

increase loyalty

customer acquisition

data collection

social sharing

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earn stars with purchase

rise in loyalty tiers

personalised rewards

exclusive offers

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complete lessons and challenges

earn points, badges and streaks

fosters ongoing engagement

aids learning progression

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Regenerative business ecosystems

restore and replenish resources rather than just keeping them

recycling and reusing materials to reduce waste

local production and consumption to reduce impact on the environment whilst building ties in the community

The Great Restructure

rethinking traditional supply chains and workflows to address challenges globally, like climate change and economic inequality

remote and hybrid shifts in work models that are becoming the norm

ethical and transparent business practices to build trust with consumers again

Strategies for creating emotionally reasonant products

consumers want products that align with their personal values like sustainability, inclusivity and wellness

emotional storytelling in branding to create deeper connections with customers, improving brand loyalty

develop nostalgic products and experiences for self expression - this would be something that appeals to gen z and millennials

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Depop can focus on nostalgic marketing and gamified challenges to get the edge over the competition

Integrate tech and AI to offer high tech features and experiences like virtual try-ons

nostalgic fashion cultural shift from 90's and 2000's fashion revival

consumers want more transparency about brands' sustainability claims and promises

adapt to local consumers (local community) as well as more broadly in new markets (nations and countries)

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Understanding consumers is vital to tailor solutions to their pain points in a way that meets their needs and preferences. This also helps to flag behaviours, motivations and challenges in different customer groups

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Gen Z 16-25

Younger Millennials 26-30

value sustainability, affordability and individuality

budget-conscious and eco conscious

aspiring creatives

KEY STATS

72% of gen z prefer to buy secondhand for its sustainable benefits (thredup)

gen z more likely to shop secondhand due to affordability and eco-consciousness

71% of millennials are willing to pay more for eco-friendly products (Nielsen)

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PERSONA 1 - THE SUSTAINABILITY SEEKER

age: 21

Occupation: Uni student

Motivation: Reducing carbon footprint through secondhand shopping

Behaviours

secondhand, upcycled or vintage clothing

follows eco-friendly brands and influencers on social media

engages with brands that prioritise sustainability

prefers eco conscious brands

shares sustainable purchases on social media

Needs: transparent environmental practices and storytelling

PERSONA 2 - THE TRENDSETTER

Age: 19

Occupation: Aspiring fashion designer

Motivation: values self expression and building unique identity through style, uses social media to express themselves

Behaviours:

buys one of a kind items and custom pieces

sells their own curated clothing or DIY designs on Depop

Uses Depop to connect with people who share the same values

Pain points

limited visibility for their curated shops, which hinders growth on Depop compared to using ebay which gives sellers broader search tools

Needs:

community driven features, shop visibility as a seller, and tools to drive creativity

PERSONA 3: THE SOCIAL SHOPPER

Age: 22

Occupation: Recent uni graduate, entry level professional

Motivation: Wants an engaging, community focused shopping experience, and affordable fashion that aligns with minimalist values

Behaviours

Takes part in Depop's challenges, events and social campaigns

Shares their finds from Depop on social media

Values the ability to interact with sellers and follow their favourite shops

uses Depop for both selling and buying

Needs: Social interaction features, easy sharing and events that give them a sense of belonging, that they are in the right place

PERSONA 4: THE BUDGET-CONSCIOUS MINIMALIST

Age: 23

Occupation: Freelance creative

Motivation: Finding affordable but stylish pieces that align with their values of minimalism and mindfulness

Behaviours

declutters wardrobe regularly and sells unwanted pieces on Depop

Quality over quantity

Uses Depop to buy secondhand items instead of adding to fast fashion

Pain points

They would find depop's seller fees and competitive pricing challenging to Vinted's no-fee options and affordable pricing

Needs:

easy selling process

curated browsing tailored to their needs and habits

transparency on product quality

Gen Z in general prioritise sustainability and individuality, making Depop appealing because it focuses on secondhand and unique fashion. But overcrowding makes it hard for customers to find niche items which causes frustration, and often results in them going to competitors

To address this, Depop can strengthen its storytelling which will satisfy Gen Z's values for authenticity and self-expression to satisfy customers and make them come back again to boost retention in the long-term.

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SUSTAINABILITY

Reflects gen z environmental consciousness and need for ethical consumption

SELF EXPRESSION

aligns with gen z focus on individuality and creative freedom

COMMUNITY

matches Depop community emphasis on interaction and shared values

AFFORDABILITY

Appeals to gen z financial realities whilst still addressing their need for style

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WANTS

unique and affordable pieces

transparency about sustainable practices

easy browsing and personal recommendations

seller tools to help them stand out

seamless selling and low fees

ability to connect with buyers and build personal brands

CHALLENGES

Overcrowded marketplace

hard to find niche items

limited visibility

competitive pricing pressures

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How to Start a Second-Hand Store Successfully - zipsale

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Want to know how to start a second-hand store and use the best-selling software? Follow these steps and make sales.

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Depop needs to strengthen its community features to solidify buyer to seller relationships

address concerns and sustainability transparency

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Visual research makes it easier to understand the design and branding choices of Depop and competitors. This will signpost successful visual elements that engage consumers and make the user experience better

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How can Depop use trends like 'forever young adult' to use nostalgia to drive behaviour and encouage connections via cultural reasonance?

tap into gen z love for nostalgia by promoting retro and vintage items from the 90's and noughties (2000's). These periods are culturally significant and reasonate with this target audience as lots of them were born then or were really young / lived through

create collections based on past decades like 90's fashion edits to evoke memories and build emotional connection with consumers

influencers can share personal stories about why they love certain nostalgic items to build emotional connection even further

encourage people to post their throwback pictures of their favourite vintage finds with a branded hashtag to connect products to pivotal trends or moments in the past

put a spin on key events lke fashion week, but centre it to nostalgia so it could be called throwback fashion week where people could recreate iconic fashion week looks from years ago and share them online with an already interested fashion community to increase relevance and boost emotional connection

collectible aspect to trends or product drops centred around with something that gen z aligns or associates with 'growing up', like limited edition merch from childhood favourite movies or tv shows

position nostalgic fashion as a sustainable way to reconnect with past trends without adding to fast fashion - appeals to gen z value of environmental responsibility and cultural connectionst

show how fashion and culture from past eras can be revived through shopping sustainably offering an emotional connection and an eco friendly shopping approach

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gen z are influenced and nostalgia

90's and 2000's - crop tops, baggy jeans and branded / logo shirts

create curated 'edits' or collections around certain key moments in pop culture, like from certain movies, festivals or iconic celebrity looks

use storytelling to build emotional connection, which is great for nostalgia-centred projects too!

encourage sellers to share stories behind the items to build buyer to seller connection

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Circular economy and sustainable fashion

keeping products in use for as long as possible, getting the most value from them and keeping their materials at the end of their life cycle

upcycling, resale and recycling to reduce waste and promote sustainability

How are competitors using eco friendly practices

eBay - resale of secondhand goods to extend life and reduce waste. sustainable messaging and initiatives to encourage buying and selling used items

thredup - 'clean out' program where you can send in clothes to be resold. promoting environmental benefits of circular fashion which spotlights their impact on reducing the waste that ends up in landfill

vinted - platform for secondhand clothing, offering buyers and sellers a means to recycle and reuse clothes whilst promoting the environmental benefits of shopping secondhand. Role is emphasised in their 'secondhand september' campaign

poshmark - encourages users to buy and sell used clothing, pushing community engagement. 'poshmark for the planet' program to raise awareness about sustainable fashion practices

How can Depop lead / differentiate here?

create more visible and clear communication about sustainability. Could make a certification for shops that meet certain eco friendly standards to build trust and educate users about the impact of their purchases

highlight eco conscious sellers and products on Depop like locally sourced or upcycled sellers. Could add an eco-friendly section for users to discover sustainable options more easily

create a 'take back' program where people can take back old or unwanted clothing to be reused, upcycled or recycled. reduces waste and boosts depop as a leader in circular fashion

promote upcycling in campaigns by showing how users can turn their old clothes into trendy items

partner with sustainable brands or eco-centred influencers to promote responsible fashion

educate users on the impact of fast fashion and how buying secondhand can contribute to reducing waste. offer resources on sustainable shopping or host pop ups in key areas to engage community in making better and more sustainable choices

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Social Media

Depop thrives on a social media style interaction with its design mimicing Instagram. People can like, comment, follow and share sellers and items creating a community centred fashion

work with influencers to create curated collections, BTS content or styling tips for gen z

UGC can be done by encouraging users to share their own depop purchases, finds and upcycled projects on social media

Depop Rewind or Secondhand challenges could make sustainable fashion viral fulfilling gen z's desire for cultural relevance

Gamification

fashion challenges where people take part by making outfits based on a theme, competing for rewards or recognition

earn points or rewards for buying, selling or engaging with content. incentivises interaction on the platform to boost overall engagement

limited edition fashion items or virtual badges for users to showcase encouraging them to take part in community focused challenges

show off top sellers and influencers, adding friendly competition and encouraging users to get more involved to reap the same or similar benefits and credit

AI

Depop can use AI to recommend similar items based on what you've bought previously based on search history and current trends

use a chatbot to be a built in stylist, to give advice and help find and create outfits or new ways to wear existing pieces to enhance the shopping experience

AI can help recognise and find items from photos and search the Depop app for similar items making the app easier to use, and adds a tech savvy feature

like the spotify wrapped campaign at the end of each year, depop could provide their users with sustainability focused insights in a fun and highly shareable way to encourage participation and sharing on social media to involve their family and friends / more people

(in enhancing depop brand engagement)

Gaps in competitor tech that Depop can exploit

competitors are broad and generic product focused, and don't offer much personalisation for the user experience. Depop could use AI to give personal recommendations

ebay and vinted have limited social features and are mainly focused between buyer and seller if there is a transaction involved (buying directly from them). Depop's deeper social feature is something they can push as there are very few others that provide this

Thredup and Vinted promote sustainability but they don't fully use AI to provide users with detailed insights into the carbon footprint or sustainability of certain items. Depop can one up this by offering more transparency on environmental impact of buying secondhand

ebay and poshmark dont have engaging game-like features that Depop do, like the challenges or rewards if you're an active user. Depop can lead in the space by creating a more interactive experience that encourages more people to get involved and interact with the brand's platform (Depop)

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DEPOP

social shopping experience

community and ecommerce

bold visuals appeals to Gen Z

personalised feed and user design

social media style feed makes it different from other resale platforms

newsfeed and following features aren't used as much

room for improvement to make features more relevant

POSHMARK

gamification and community events - boost engagement

social feel similar to Depop

User interface is less intuitive than Depop

prioritises fashion curation rather tahn social shopping

VINTED

affordability and simplicity in user design

easy browsing, minimal clutter

lacks community features and interaction that Depop is great at

EBAY

transactional platform

used for wholesale / selling in bulk

efficient user design

User design is not visually engaging or community centred

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this is the brand guide from the competition resources folder

minimalist logo

bright and bold colours to appeal to younger audience

Instagram-style feed for easy browsing and social features

design in the branding and Instagram-style design creates an engaging user experience on the platform

mobile app is easy to use with clear sections and headings like favourites

Search filters add customisation to find specific items

following features and shareability makes the brand more of a social commerce platform rather than a purely transactional conversation direct buyer to seller.

branding shows depop as a creative, eco-friendly fashion brand

Is there an over-reliance on existing features to enhance their sustainable messaging? Could they go beyond just adding eco-friendly icons for sellers?

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simple design, clean user design making it easy to use

soft colours that appeal to a wider audience

minimalist approach

prioritises ease of use over interaction

minimalistic design makes for simple browsing and platform use

lacks social connection that Depop has, outside of buyer to seller communication during a sale

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community interaction with virtual parties and shared wardrbes

bright colours that feel inviting and warm to boost community engagement

virtual 'posh parties' to enhance shopping experience

depop could take inspiration from poshmark's use of warmer tones to boost its visual appeal

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Poshmark Vector Logo - Download Free SVG

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Download Poshmark vector logo in SVG format. Poshmark brand information: official colors, year founded, country: United States. High quality vector logo.

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does the job, and straightforward to prioritise product listings

neutral colour palette with the odd bright accent colour

user friendly app layout, focusing on its simple design and sustainable approach

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community engagement

depop and poshmark use visuals to create a personalised community feel - this is reinforced with highlighting top sellers and curating collections

sustainable messaging

earth tones and natural images to communicate sustainability

nostalgia

retro and vintage imagery to attract gen z who reasonate with fashion from 90's and early 2000's

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Improving social aspects like enhancing newsfeeds and profiles to promote fashion discovery and peer-to-peer connections would make Depop more engaging

Streamline navigation to make the platform more user friendly, by working on UX/UI pain points. A cleaner layout would make it easier to buy and find items to keep Depop as an easy-to-use platform

Offer rewards and points for interactions with the platform for tasks like following sellers and other users, leaving reviews on purchases they've made and shared their experiences online - makes Depop more interactive and fun, as Poshmark does

Make the platform more interactive and gamified with badges and virtual fashion events, this would drive buzz and encourage user participation - highly shareable on social media

AI Integration can make Depop more personalised and increase user browsing times. Getting it to suggest unique items to push the platform's internal engagement even more

AR to improve the shopping experience and increase engagement, creating a memorable brand experience that none of their competitors has done yet

more of a focus on sustainability in the design of the app, like sustainable icons or tags to signpost users to eco-friendly items clearer

Highlight eco-conscious fashion and items with clear messaging, and clickable tags/categories to help users to easily find shops or products under a designated section

Exploit nostalgia and personalised fashion stories to create deeper connections with users. Campaigns that connect retro fashion to personal identity

add sustainability badges or icons for eco-friendly sellers and products to highlight depop's commitment to sustainable values

introduce gamified design like rewards or badges to make the platform a more engaging and interactive experience for its users

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embrace local trends and cultural influences - local streetwear and traditional garments specific to regions whilst still keeping the global depop identity

partner with local influencers, designers and sellers to promote unique pieces in their area on a global platform

run targeted ads and marketing tactics to promote regional events, holidays and moments like local festivals like Glastonbury festival or London Fashion Week to celebrate specific regions and their cultures

tailor content to diffeerent languages in a certain area, as well as their customs, shopping preferences and making sure users feel understood on a cultural level

local depop meetups where users can meet in person, exchange ideas and connect over shared interests. This could be for a brand-aligned activity, or clothing swap events for example

local groups or communities in the app where users can share local trends, exchange tips and discuss items that are in their local area

tailor payment methods to each region, like in the UK offer credit, debit and Paypal but in America they could offer Cashapp, and other methods of payment that are popular in a specific area

affordable shipping for local delivery to make buying and selling easier

use analytics to understand what is popular in certain areas making sure that the recommended products and featured items are relevant and based on their location

ai powered recommendations in light of local trends, seasonal needs and the weather to further customise the feed

align local campaigns with sustainability goals of that region - focus on eco friendly fashion in areas with higher concern for sustainability, whilst promoting circular fashion and reducing waste in emerging markets

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Brand analysis:

depop positioning as a social commerce platform is unique and is what has made it popular among gen z consumers

excels in community features and instahram style feeds

the platform has limited seller tools and intense competition from similar platforms

Competitor analysis:

vinted and poshmark are affordable, simple and engage community, but lack the visual appeal and social interaction features that Depop has

Thredup and Ebay are more transactional and simple in user experience but they don't have the same social commerce intagration that depop is widely known for

Industry trends:

secondhand fashion growing rapidly, driven by increasing consumer interest in sustainability

gen z and millennials are driving the growth, and are looking to find unique, affordable and eco-friendly fashion options

social commerce and gamification are becoming more sought after for engaging younger audiences

Consumer insights:

core consumers value affordable, sustainable and unique fashion

consumers want easy to use platforms that offer personalised experiences and opportunities to express their own styles and identities

community focused models reasonate with consumers, but by improving visibility and support for sellers Depop can strengthen its market position even further.

Visual Research:

bold, creative visuals and instagram style feed are signature of the brand

Vinted and Thredup offer simpler functional designs but lack engagement and community feel that Depop has

Depop can improve sustainable messaging and gamified experiences to enhance user engagement

TAKEAWAYS

focus on enhancing seller tools to support and help small businesses to stand out on the platform

use visual storytelling and engagement to stay ahead of its competitors

focusing on sustainability, personalised experiences and social shopping will strengthen its market position

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Key Brief Requirements - D&AD NEW BLOOD 2025 (DEPOP)

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Key Brief Requirements - D&AD NEW BLOOD 2025 (DEPOP)

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Key Requirements:

"Make Depop the talk of the town" - excitement, relevant, inspirational platform for circular fashion

target audience 18-34 year olds in the UK - already understand and take part in circular fashion, covers both buyers and sellers looking to earn and reinvest in fashion

focusing on community and differentiation, and needs to be disruptive and unexpected

low budget campaign, with innovative ideas instead of relying on expensive advertising

appeal to a broad style range - styles, people and partners

CRITERIA

presentation video no longer than 2 minutes, or no more than 8 JPEG slides to showcase solution.

present your solution and your creative process, make sure you feature audience insights from your research

campaign needs to drive word of mouth and encourages discussion around Depop. Use new calls to action to support idea

CONSIDERATIONS

is the idea innovative, bold and unexpected?

does the campaign speak to Depop's community and audience values?

can it be executed on a low budget with a challenger mentality?

does it encourage word of mouth discussion and active user participation?

are the idea and its implementation clearly presented and explained?

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treasure hunt - encouraging users to discover hidden secondhand pieces

depop x street art - collaborate with street artists to create unique upcycled pieces

capsule wardrobe challenge - promote secondhand fashion in a creative way, fro everyday use

reinventing workplace fashion - curated collections to redefine professional style sustainably

time machine - interactive feature highlighting vintage trends

fashion festival - pop up festivals celebrating Depop sellers and secondhand culture

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TREASURE HUNT

resources required: needs tech integration for the virtual maps, clues and physical set-up for city-based hunts

execution: can be launched in the app and social media, might need coordination with local sellers and events for in-person aspects

scaling: can be expanded to many cities or entirely virtual for global participation

uniqueness: gamified engagement is uncommon in secondhand fashion, with high uniqueness

creative potential: endless possibilities for themed hunts and storytelling

does it align with the brief? yes. promotes sustainability, innovation and community-driven engagement

is it relevant to the target audience? yes, it ties in with Gen Z love of game-like experiences and social sharing

will it drive sales/engagement? yes, it encourages users to explore Depop and find new sellers

longevit y - could work as a recurring campaign or seasonal event but might lose its novelty over time

STREET ART

resources required: need partnerships with artists and simple marketing for workshops and social campaigns

execution: easy to run online and in pop-up events

scaling: can be expanded globally featuring local artists in different cities

uniqueness: creative but similar collaborations with artists have been done before

creative potential: artists could create unique designs and inspire UGC

does it align with the brief? yes, sustainable and creative expression

is it relevant to the target audience? yes, appeals to Gen Z's interest boldly and uniquely and creativity

will it drive sales/engagement? may create buzz, but the impact on sales in the long run depends on the execution

longevit y - could evolve with new artists collaborations

CAPSULE WARDROBE

resources required: mostly user-driven with minimal tech and marketing needs

execution: can be run solely through social campaigns using in-app features

scaling: global participation is possible with Depop's user base

uniqueness: fashion challenges are common but can be made unique with a Depop-specific twist

creative potential: relies on user creativity but could use weekly themes or influencer-led examples

does it align with the brief? yes, promotes sustainability and creativity through practical fashion solutions

is it relevant to the target audience? yes, fits in with Gen Z's love of challenges, sustainability and sharing outfits online

will it drive sales/engagement? yes, encourages users to buy secondhand items and engage with the Depop community

longevit y - can be a recurring event with new challenges

WORKPLACE FASHION

resources required: curating collections and styling posts require minimal resources

execution: easy to execute through Depop's existing platform and social media

scaling: could target different professional industries or hybrid work styles

uniqueness: workplace fashion is a common theme, but it is underexplored in secondhand fashion

creative potential: limited scope for innovation beyond curating and styling

does it align with the brief? addresses sustainability but the concept isn't bold or innovative

is it relevant to the target audience? Gen Z professionals might find it interesting but the theme isn't universal

will it drive sales/engagement? might drive purchases for workwear collections but lacks excitement

longevity - feels like a one-off campaign rather than a long-term strategy

TIME MACHINE

resources required: need app filters, curated collections and themed marketing

execution: tech development is needed, but this is easy to market

scaling: can be expanded with new decades and themes over time

uniqueness: interactive fashion history is a rare concept in secondhand fashion

creative potential: lots of room for creative in-app features, like live events and content creation

does it align with the brief? taps into sustainability, nostalgia and innovation

is it relevant to the target audience? Gen Z loves nostalgia and decade-based trends

will it drive sales/engagement? Encourages users to explore collections and share decade-themed looks

longevity - this can evolve with new content

FASHION FESTIVAL

resources required: coordination needed for pop-ups, workshops, live shopping and music

execution: logistically complex but is doable with the right planning

scaling: can expand to virtual components but physical pop-ups take a lot of resources and effort

uniqueness: fashion events are common but combining sustainability with live music and workshops stands out

creative potential: lots of room for immersive storytelling, collaborations and engaging content

does it align with the brief? highlights sustainability, creativity and depop's community values

is it relevant to the target audience? appeals to Gen Z's love of events, social sharing and sustainable fashion

will it drive sales/engagement? encourages shopping and builds a sense of community

longevity - works well as a one-time or annual event.

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Strengths:

interactive fashion history is not used in secondhand fashion, making it highly innovative

encourages exploration of decade-themed collections to share looks, that will drive sales and engagement

huge potential for themed app filters, live events and content centred around nostalgia and fashion trends

strong potential for evolution over time if you add new decades, themes and collaborations

combines sustainability, innovation and community engagement in a bold and fun way

Challenges:

needs tech development for adding app filters and themed features but this can be marketed effectively once it is added in.

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Final contenders: Time Machine - Style through the decades

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Final contenders: Time Machine - Style through the decades

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Strengths:

aligns with Gen Z love of gamified experiences, this is rare in secondhand fashion

strong engagement and sales potential

hits key requirements for sustainability, innovation and community-driven engagement

endless storytelling opportunities for themed hunts

can expand across cities, or globally if virtual

Challenges:

needs more tech use and physical setup for city-based hunts, needs more resources and logistical planning

can work better as a recurring or seasonal campaign due to limited longevity

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IDEA: TREASURE HUNT

A gamified scavenger hunt that encourages users to solve clues to find hidden secondhand treasures online (inside the app) and offline (in major cities)

Promotes sustainable fashion, builds community and engages Gen Z through fun and interactive storytelling.

TAGLINE IDEAS

"Play, discover, repeat"

"Find it, love it, wear it"

"Game on, fashion's calling"

"Follow the clues, find your fit"

USER JOURNEY

Users sign up on the app/website and receive instructions, along with the first clue. The clues can take people to certain categories, sellers or trending collections in the app. For the offline clues, participants would be taken to physical locations like a pop-up shop, sustainable partner stores or landmarks, where they would unlock prizes (discounts, merchandise, badges, or limited edition items) as they solve these clues. Sellers that are involved in the hunt would gain visibility and engagement.

KEY FEATURES

Virtual interactive map or a 'treasure trail' in the app, highlighting progress and nearby locations for offline events

Themed hunts for further engagement, and changing it up to keep users engaged

social integration can include shareable moments like unlocking a treasure, with branded hashtags

HOW IT WOULD WORK

technical development - developers would be needed to create the app features like maps, clues and progress tracking

partnerships - work with local sellers for offline hunts, collaborate with influencers or artists for the storytelling aspect

marketing - social media buzz with teasers and posts from UGC creators and influencers. Focus on TikTok and Instagram reels to reach target consumers, and encourage people to post about it to create more UGC

start small in one city, or having a virtual-only launch

expand globally based on user interest, with seasonal or themed events

add new things to it over time, like limited edition prizes, collaborations or exclusive collaborations with highly desired sellers or fashion designers among Gen Z

VISUALISATION (to come later)

app design for what the hunt page would look like

show an example of a clue, and how someone would solve it

highlight a treasure and show how it is revealed

HOW IT FITS WITH THE BRIEF

fosters connections between buyers, sellers and people in the Depop community

focuses on promoting secondhand fashion and supporting local sellers

gamification, storytelling and themed elements that make the hunt stand out

ASPECTS TO INCLUDE IN BRANDED DOCUMENT

clear idea

visuals

how this benefits Depop

how will you measure success?

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depop fashion treasure hunt in real life, race against others for one of a kind pieces. clues in app that lead you to a physical clue in the city like london or edinburgh, and then gets you exclusive entry to a final event

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user journey map of the depop treasure hunt experience

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how the campaign would appear in Depop (map, notifications, rewards)

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the qr code links to the mock instagram account @depoptreasurehunt , but in practice, it would be a selection of products that are involved in the hunt that would be randomly assigned to these QR code stickers, posters, flyers, etc that are put in real world locations.

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Hyperlapse of the depop logo against a range of different textures and patterns of clothing or street textures (not sure which yet, ill be shooting both variations to test this out to then merge the logo in with the logo on the clue card to transition into shot 2. This will be done with a sticker I've printed of the depop logo

if for whatever reason this doesnt look good enough, or if i scrap it ill do a digital version of the logo against the standalone clips anyways.

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Shots 2 and 3

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Front facing to model reading the clue card, stood against the side of the forum with the stone wall against the backdrop for contrast against the jacket she's gonna be wearing

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Potentially having an intentionally shaky POV shot of me and the model running up the street, me on one side then the model running to find the clue which is at the record shop at the end of the street in the picture above.

havent quite decided if the shot is going to be a shaky one of my running behind the model just getting her legs and shoes in the shot, or if we're doing it from across the road filming her running from a distance

The point of this shot is to bring an element of speed / energy to it to build excitement and suspense, the thrill of the hunt

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Standalone shot of the box outside the record shop on the front patio. central field shot of the shop front, box in the middle of the three windows to the right of the shop face. starts as a full front shot of the shop but from side angle to avoid reflections in the window on camera

pans down to the box on the floor

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the model and myself (hands only) grabbing the box

a few alternate endings here: one where she grabs it first, one where i grab it first and one where we both grab it at the same time but gently tap hands on the side of the box

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cuts to the end card for the app, this is just a draft version I rustled up in Premiere Pro

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Copy of Smartphone Instagram Mockup Templates

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Copy of Smartphone Instagram Mockup Templates-2

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What UGC posts and influencer engagement would look like

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✅ Depop the talk of the town - create buzz and excitement, a sense of exclusivity and get people talking about it with their friends online

✅ Word-of-mouth marketing - highly interactive and shareable, naturally getting more visibility

✅ Encourages participation - people would engage with the hunt through collaboration, social sharing and friendly competition

✅ Low cost, high impact - uses existing app features, needing minimal development and generates organic reach through user-generated content

✅ Appeals to target audience 18-34 - Gamified discovery-driven shopping appeals to Gen Z and millennial preferences

✅ Sustainable focus - reinforces mission by rewarding users for secondhand shopping and educating them about circular fashion

✅ Differentiates from competitors - unlike eBay, Vinted or Poshmark, this campaign adds fun and playfulness to secondhand shopping

Social media-ready content for short-form platforms like Instagram Reels, TikTok, etc, which has a mass user base

Creates a sense of achievement and gives people bragging rights

FOMO for exclusive drops and limited-time prizes in the hunt

Influencer and community involvement driving engagement

UGC potential with customers posting and generating more organic traction online for the campaign

USER-GENERATED ENGAGEMENT

sellers or independent brands could drop their clues, making involvement more personal

photo and video challenges enabling people to record their hunts, show their finds and share experiences

Gamify rewards like discounts or depop shoutouts from official accounts will keep people engaged

real-time feed of the top hunters, location reveals or mystery clues to keep users coming back and checking in

Feature handmade, vintage, or thrifted exclusives to boost seller engagement and product discovery on the platform and in real life.

EXPANSION

Seasonal or themed hunts like fashion week, earth day, Halloween, etc... to celebrate and spotlight relevant environmental and cultural periods

partner with charity shops to push the narrative for shopping secondhand/circular fashion

user-hosted hunts from top sellers or well-known influencers on the platform to boost peer-to-peer engagement

Future updates could create augmented reality hunts similar to how Pokemon Go works, where users 'scan' locations or solve interactive fashion puzzles from their phone

Expand into physical pop-ups in the real world to link online engagement with IRL events