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

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

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

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

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

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

• 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.

• 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

• 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

• 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)
    

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

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

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.

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

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.

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)

• 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

• 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?

• 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

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

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

• "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?

• 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

• longevity - 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

• longevity - 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

• longevity - 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.

• 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

• 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.

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?

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.

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

pans down to the box on the floor

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

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

✅ 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