Responsibilities included: Developing seasonal PR strategies across all clients. A post shared by Depop (@depop) on Nov 20, 2019 at 4:08am PST. The company has a presence in 147 countries, but aside from its original UK market, its focus is growth in the US, where it has opened up a handful of physical spaces. For our latest Masterclass, we sat down with Oskar Platts-Palmer, Seller Acquisition Manager at Depop along with Lucy & Yak, one of the platforms top sellers. I like Public Relations and Marketing. Oops! Use the button below to view your options and sign up. There are seven key steps to crafting a successful marketing strategy: Build your marketing plan, create your buyer personas, identify your goals, select the tools, review your existing resources, audit and plan media campaigns, and lastly, execute your strategy. Depop is the community-powered fashion marketplace to buy and sell unique fashion, with over 30 million registered users in more than 150 countries. What are the best marketing strategies; and, How these marketing strategies work best. If youre under 25, its like, the coolest way to shop. 2) Post new items as often as you can. Rebecca Heilweil is a reporter at Vox covering emerging technology, artificial intelligence, and the supply chain. It has built out a loyal customer-base of 18 to 26 year olds in the UK and US. Its also important to edit your listings frequently to improve visibility on the platform. What does it sell, who should care, Case says. For their 10+ million users, they boast a consistently hand-curated explore page and are embarking on the brick and mortar retail world. While every person's needs are unique, there are 21 need types that marketers can communicate to: 1) Physical needs. We have also shared easy tips for you to execute these marketing strategies for your business. The Depop app was first tested in the Italian market in the summer of 2012 and the refined version was floated in the UK in 2013. Build high-quality, detailed product data instantly, Check vendor images and compliance to guidelines at scale, Sell Excess Inventory Faster To Maximize Recovery Costs, Drive growth with personalized product recommendations, Increase revisits with personalized marketing content, Provide personalized styling recommendations to increase AOV, Eliminate endless scrolling with personalized sorting, Power accurate & relevant search results every time, Allow shoppers to visualize and style products on relatable models, Build product imagery without elaborate photoshoots, Build thematic product collections with ease, Curate personalized subscription boxes at scale. Her brands celebrity clientele includes Beyonce, Billie Eilish, Millie Bobby Brown, and Kaia Gerber. The companys strong community of fashion lovers has also given birth to many trends and fashion start-ups. Turn these new users into buyers by marketing and community building efforts. #depop pic.twitter.com/FdRH29c37k. Sourced from WARC and The Challenger Project. The company was founded in 2011 and is based in London, United Kingdom. (In)Turning Tables with Excess Inventory solution : How INTURNs helping businesses optimize costs! PICARD A 94 Year Old Legacy Brands Digital Strategy. They talk about themselves, their community. Feeling inspired to take your business to a new audience? But be honest with yourself as to whether youre blending in with the rest of your competitors or if you dont have a defined target audience. They dont talk about click to shop or browsing! We want to show that a t-shirt from the 90s is more than just a piece of fabric, it represents a moment in time which is shaping trends of today and tomorrow, Beckerman points out. Once described as part Instagram, part eBay, Depop has gone on to become a big name in its own right, carving out a niche within fashion recommerce. Depop, a London startup that has built an app for individuals to post and sell (and mainly resell) items to groups of followers by way of its own and third-party social feeds, has closed a Series . The small team helps here: its members have an ideas channel on Slack that allows them to post ideas, articles, GIFs, memes, and anything else to each other and create a central, informal repository. Reposting cool images created by the Depop community is the main social strategy used by Depop's team. The return of direct-to-consumer as a viable model and marketing buzzword has been hogging the column inches recently, but beneath the surface, peer-to-peer, another model as old as time has . The wider fashion industrys adoption of secondhand is the categorys second phase. But just as all 13 Galapagos Islands have a corresponding finch to complement their unique ecosystems, theres no limit to the combinations of interests or issues in people that a brand can niche itself into perfectly serving. It was a clever strategic move because it a) convinced hesitant participants because there was less stigma around children's hand-me-downs and b . Depop drive their own organic growth with a simple but powerful marketing flywheel. Don't forget to subscribe to our Hot in Hollywood newsletter! If youre already on Depop but arent ready to take the leap yet, Oskar also told us about their Level Up Program and Mentorships. This is most likely the symptom of being a generation that grew up in an already very digitally saturated world. Below -2, you're great. How to sell. Items are usually secondhand or homemade. We are now the leading online C2C platform dedicated to secondhand fashion in Europe and are solidifying our mission to make secondhand the first choice.. New York, New York. A strategic objective based on this intensive growth strategy is to continue acquiring more firms to establish a strong market presence. (Looking at @honeylambs on TikTok.). Have your market research data ready. This resulting in an estimated 100% increase in revenue ($230 million to $460 million). By keeping their social strategy team small, Depop is able to capitalize on each and every moment in culture with perfect timing. Heres a quick rundown Depop is a fashion marketplace app that has gained explosive popularity over the last few years for youth 24 and under namely, Gen Z. We track 5000+ brands from more than 20 industries - from all niches and countries. To the uniformed Depop is an app for an online marketplace, like a niche eBay. 3) Optimum health and longevity. While online retailers are seeing some of their advantages stripped away with, Depop has found growth, strengthened community, and continue to add to the brand through a series of collaborations. Rodrigos case in particular is a perfect example of an organic relationship between a business and a celebrity. Depop might also be so appealing to Gen Z because reselling is sustainable consumerism, one of the core values of our generation. Strategy: I offer free shipping on this platform, but otherwise I have no real strategy. It's simple to get started. "To some degree, we have a closer relationship with Gen Z . You may opt-out by. Slightly less so if theyre more eager to see your short story renditions of fairy tales as demonic stuffed animals. All rights reserved. Depop was founded in Milan during 2011 by Simon Beckerman, the co-founder of the culture magazine, PIG, and popular sunglasses brand RetroSuperFuture. Heres how the app drawns millions of young people by word of mouth. Why? The companys commitment to truly understanding data is quite visible in their analytics team that has an anthropologist on board. Jan 2010 - Oct 20144 years 10 months. Opinions expressed by Forbes Contributors are their own. Strategic Partnerships, Over the last seven years, the company has raised over $100 million the latest being series C funding round of $62 million led by General Atlantic in June 2019. And they do it with the help of data and AI. How can you make the most of this new platform? To continue reading this content and gain access to more than 30,000 exclusive pieces of data, research, reports and articles, you need to subscribe. What does that mean exactly for their email marketing strategy?. Amongst their last emails sent, two of them were 'Let's do this' and 'What everyone wants right now'. How retailers are changing their approach to online returns, Arena Flowers on building an operating platform for the new realities of ecommerce. This is why we built this library. In recognizing their interests we can create exciting campaigns and experiences and allow for a dialogue to travel beyond the app. Your . Below 0, you're safe ie. The Depop community even has its own signature fashion trends. The cost of downtime in depop/repop, however, has been a limitation to its use in disease eradication programs. EMEA/USA: +44 (0)20 7970 4322 |email: subs.support@econsultancy.com. Whatever you do, ensure consistent identity it shows youre a professional brand. He also recommended using several photos on a listing instead of just one, which will increase its chance of selling by 20%. They have helped to increase the visibility of these brands and make them more desirable to consumers. To get started, fill out the form. And Anna Sui launched a shop featuring . "We reach Gen Z by representing Gen Z. Vinteds marketing strategy has four key tentpoles. Moving product is probably its lowest priority. They've worked with major brands like Dickies as well as entrepreneurs like . If youre over 25, chances are you dont know what Depop is. Rodrigo and Depop have fan bases that overlap in every regard. Depop has found growth, strengthened community, and continue to add to the brand through a series of collaborations. Now at nearly 20 million users, Depop is widely regarded to be at the forefront of this movement: effortlessly combining community with creativity. 2023 Mad Street Den Inc. All rights reserved. The lower, the best. On top of their amount of links, we break down the kind of links they have. Cause Marketing. A marketing strategy is an overview of how a business or organization will articulate its value proposition to its customers. Now at nearly 20 million users, Depop is widely regarded to be at the forefront of this movement: effortlessly combining community with creativity. Market research is an essential part of marketing and a topic on its own. Depop experienced tremendous growth in the following years, thanks largely to word-of-mouth advertising and social sharing. Depop's 2020 gross merchandise sales (GMS) and revenue were approximately $650 million and $70 million, respectively, each increasing over 100% year-over-year. The report explores how Gen Z's mindset is profoundly changing the conception of . The US experience will provide us a good structure to grow in other markets and explore new formats. The Result. The emergence of the bedroom entrepreneur, and the empowerment of individuals over brands to define whats cool, are heavily entwined with the DNA of the company., But its not all just good timing and zeitgeist surfing, however. These are: evenings between 7 and 10 pm, weekends, payday and student loan drops. With social experience at its heart and machine learning at its core, Depop scores high in the customer engagement department. Case says when marketing pre-loved fairness is the best emotion to lean into. "Quantity will give you the quality," he stated. The average user opens the app several times a day, whilst 'Depopers' collectively message & follow each other upwards of 85 million times a month., With each turn of the wheel the community experience becomes richer for both buyers and sellers. The Global Anti-Social Media Policy is a grand title for a high-stakes marketing decision by British cosmetics brand Lush. The social marketplaces inspiring journey from Roncade to London, Milan, Los Angeles, and New York is the definition of entrepreneurial success achieved through the use of insight-driven customer experiences. It is accessed online or via an app. And sellers on Depop are niching down to very specific aesthetics. Depops social strategy is very reactive. Oversaw public relations department of five employees to ensure profitability and growth. Depop is a global peer-to-peer marketplace where users can buy, sell and discover unique items. Depop, the genre-defying peer-to-peer, social, vintage shopping app uses its small team to sprint its marketing efforts, reacting to the user-generated content that powers the site. The collaborations are an opportunity to conceptualize the trends we see culture and community shaping. E-commerce firm Etsy announced Wednesday that it is buying the secondhand fashion app Depop for $1.62 billion. There was a custom skate ramp in the parking lot and Dickies Girl launched their Depop shop with some fun new merchandise which was available for sale throughout the space, CEO, Maria Raga shared. Social marketplace Depop surpassed 13 million users in June. We process your personal data for these purposes either on the basis of our legitimate interests in order to promote Depop in our publicity and marketing campaigns or with your consent. Theyve worked with major brands like Dickies as well as entrepreneurs like the, Vacation In Hawaii Like A Homeowner With Destination Residences Hawaii, This Ranch In Wyoming Comes With Its Own Air Strip And Guest Lodge, Award-Winning Architect Reimagines The Hotels Of The Future, Five-Star Hotel Chef Shares Tips For Creating A Kitchen Garden At Home, Experience A Five Star Hotel At Home With These Recipes From Red Carnation Hotel Collection, The Travel Trend Of The Future: Luxury Resorts That Grow Their Own Food, Spring Break Vacations For The Whole Family, Airbnb Invites You To Sleep In A Spaceship. Of course, being a super small team or dividing into small units is the only way this can remain viable. Niching is an important tool to break into an oversaturated market. According to Ad Intel, Vinted spent 37m on advertising in 2022. I help older generations navigate the confusing world of Gen Z. Why not have spaces when they can get together?. Feb 14, 2023 - Explore Syd.real's board "Depop", followed by 175 people on Pinterest. To send to more than one recipient, put a comma between email addresses. However, all self-promotion must be done in a self-effacing, borderline self-deprecating, manner. Founded in 2011 by Italian entrepreneur Simon Beckerman and officially launched in London in 2013, Depops GMV since its launch is $500 million with 100% YoY revenue growth. Average salary for Depop Influencer Marketing Manager in Burton Latimer, England: [salary]. While online retailers are seeing some of their advantages stripped away with this weeks Supreme Courtrulingallowing states to collect taxes on consumers online purchases, Depop is moving forward with their plan for a space in New York following opening one in Los Angeles. The following image - that illustrates how a media brand, My Little Paris, grew dramatically from one email sent to 50 friends . While talking about the need for physical meet-up spaces, Raga explained, We realized we had a lot of events and a very active community who were already doing multiple meetups. Depop is all about customer experience and resonates with their lifestyle over being a mere application. Be sure to take a look at the blogs below to become an expert in all things social media marketing and fashion! The idea was to do a creative place, where we could feature all the cool and up-and-coming brands that we used to feature in the magazine. The platform UX is very Instagram-esque. Nothing beats showing off your item with a model shot, but the next best thing is a neat flat-lay of your product. The social shopping app is mindful of how to use data in the decision-making process. Ship. Photos are the heartbeat of Depop, Oskar told us, its a great way to show off your brand identity. Their mission was to become a social network-esque marketplace where users could see what their friends and the people they were inspired by are liking, buying, and selling. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '4e6a29f9-4cfb-43a4-a60b-df687ae1f001', {"useNewLoader":"true","region":"na1"}); Topics: Recently, Depop partnered up with Adidas to give 40 Depop sellers the opportunity to customize their pair of Stan Smith Primegreen shoes with proceeds going to the charity of each creators choosing. Theres still a lot to come, and youll be hearing more of Depop. It is often the busiest shopping day of the year because it kicks off the holiday season. When they directed customers back to their online stores via QR codes, they saw an average increase of 77% in sales. Describe what you're selling. The platform is very similar to other online marketplaces like eBay, Facebook Marketplace, Mercari, or Poshmark. Here are eight brands that have collaborated with Depop to creatively reach young shoppers as they're shopping secondhand: Papa John's. Food brands have been making their own merch to connect with young consumers for quite some time, and Papa John's has put their own spin on the marketing trend. As young as 13-year-olds are selling clothes on the resale marketplace and some are making a six-figure income. Amid retail media FOMO, how can the smaller players compete? "If you really put the content out there, if you are listening to what people are telling you as a result . Gen Z is sensitive, and we just want to feel connected. From limited edition pieces to vintage pieces, from pre-loved fresh designs to one-of-a-kind niche designs, Depops smartly-curated interface delivers unparalleled customer experience. At the R-VUE conference held in London in November 2019, the companys CTO Remo Gettini asserted, We use data for our business decisions but ultimately, the usage of data has to manifest into reaching the lifestyle of our customers. (Watch Remo Gettini talk at the R-VUE London conference here). Why Etsy dropped $1.6 billion on Depop. By selling on Depop you're keeping items in the circular economy and helping reduce fashion waste. 1K followers 500+ connections. From my experience, when a seller adds a small touch like this, it makes a huge impact on the loyalty Ill show toward their shop in the future. Looks at the growth of youth marketplace Depop described as a combination of Instagram and eBay. Dont wait for your audience to come to you go to your audience. The major benefit of this is that Im much less likely to think critically of a business I feel personally connected to. 4 min. We consider that above 12 is good, and below 24 is great. Understanding this process of acquisition also allows Depop to identify inefficiencies in the cycle, and rectify them accordingly., The result is a high organic growth company thats getting a digital native generation hooked on thrifting., This article was based on a Blueprint podcast interview with Depop founder Simon Beckerman featured in ep #13 of our Work In Progress podcast series.. Even more striking is Depop's deep penetration within one particular demographic - 90% of its 18 million users are under 25. Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry). Sell your way. Personalize eCommerce experiences for every shopper, Reduce and recover abandoned carts with A.I. Closed mouths dont get fed, Ask and you shall receive is pretty much what Gen Z lives by. Depop has a very young audience that aims most of its attention on social apps like Instagram, Snapchat, Youtube, and TikTok. Settle down for this weeks stats, which includes topics like customer service, ad spend, and brand engagement. He added, Being the geek I was and having studied art school industrial design, I decided to try designing an app myself. List and promote your items strategically. Many apparel companies have mastered marketing techniques to garner the attention of the public and grow as a brand. The G2 Summer Report is here: Vue.ai receives seven badges. Case study 1: From University to Career. , their score can be considered under average. On the same day, high-fashion brand Rodarte announced its own presence on the platform. Depop is the natural extension of the magazine and sunglasses businesses. You're probably not developing and launching a product into the marketplace without market research or at least you shouldn't be. Step 3: Fill out the basic details and then click on Next. Sellers will promote their store by targeting their desired markets private messages. Encourage them to share that content outside of the platform to attract new users. Depops rule of thumb when it comes to social strategy is that if a decision has to move through three or more people, there are too many people involved. It's not that good, they're at a level where it could impact their email deliverability.Does it means they're in the spam folder every time?No. They run rampant, unchecked, in Gen Zs online spaces. There are now over 21 million depop users, with 80% of users coming from the target Gen Z market. For the event, she did a set design that attendees were able to shoot photos in. They also celebrated Go Skate Day with the Dickies Girls. Running low of gift ideas? Why does this matter?Well, for open rates. Los Angeles Depop store on Sunset Boulevard. We sold 36,000 items through them, they recalled, it was the perfect platform to sell clothes and create a community the community was already there., Although Depop started out as an app, Oskar told us that significant brand growth is often the result of on and offline activations used together. Depop Limited operates a social marketplace that allows users to buy and sell items using its Website or the Depop application, which is available for download on user mobile device. An overwhelming 90 per cent of its active users are under the age of 25. . The latest news, articles, and resources related to ecommerce growth marketing, sent to your inbox monthly. To break through the noise and get attention, Gen Z had to start getting creative. Join over 25k retailers and get the latest news, ideas and updates about AI in retail. Simon Case, director of Chromatic Brands, has helped to launch the secondhand app Onro. In the age of distraction, building a community of 15 million users organically through word-of-mouth marketing strategy is an impressive feat. All rights reserved. Most people find self-promotion very annoying, but Gen Z understands its a necessary evil in order for themselves and other everyday people to grow their brand or business. Today, oncology is one of the world's fastest-moving therapeutic areas (TAs); as the largest single TA, it is expected to represent 26 percent of pharmaceutical sales by 2022, 1 with 107 new drug approvals in 2018 alone. Errors and omissions accepted. The company focused on building a great product & designs and relied on unconventional marketing strategies to increase brand awareness instead of spending money on paid promotions. Marketing Best Practices, This gave us the opportunity to educate our community and showcase what they can aspire to be in the vintage world. 2) Self-sufficiency. He explains that in a market dominated by generalists like eBay and Facebook Marketplace, Vinted and Depop have been smart in identifying a niche and just going out for it.. digitGaps report on Depop Limited delivers a detailed in-depth and comprehensive insights of the company, its history, corporate strategy . characters, they're above the limit and should consider to shorten their subject line. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '5400bab7-c3aa-44f3-b898-4190bcaecddf', {"useNewLoader":"true","region":"na1"}); Depop has launched the careers of several young creators and has even acted as the starting point for many of these users to grow their other platforms. That's it, you've completed the first step! . The above images and any images within this Think Y2K cowgirl, goth hippie earth faerie, e-girl, cottagecore milkmaid, and countless other deviations. Founded in 2011 by Simon Beckerman, an Italian three-time entrepreneur, Depop arose from the observation that while peer-to-peer marketplaces existed successfully, they weremissing two important future ingredients: they werent optimised for mobile and they werent talking to the cool kids that went to vintage shops and spent their money onfashion, not just clothes. This is a BETA experience. Maybe this has something to do with the fact that, statistically, Gen Z is the loneliest generation. These buyers expressed a desire to buy items from sellers they trusted would have looked after them and delivery was a second element not served by the Gumtrees of the world. A publication by and for marketers. Raga: We are building a global business. Faced with the classic chicken-and-egg problem, the company shifted its focus onto children's clothing a year later. One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 82 on https://www . Depop aims to use the $62 million funds not only for physical and digital expansion but also to grow its engineering and data science teams. Also, a point regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. Step 2: Enter the 6-digit code sent by Depop to your phone number. The collaborations are an opportunity to conceptualize the trends we see culture and community shaping. 8) Strength of family. One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 82 on https://www.depop.com/. Blueprint COO Rory Jeffries lifts the lid on our product development. In 2007, the brothers started their sunglasses company Retrosuperfuture, which is now run independently by Daniel Beckerman. Establishing a trusted secondhand clothing cycle allows brands to own every step of the consumer journey, from purchase to re-sell and re-purchase, Gallagher concludes. They inspire and educate our community. It means that their email are not headed to the spam folder. This campaign highlights different ways that Depop users can utilize their Samsung Galaxy phones to become fashion stars. Aint nobody got time to be humble. This was the time when social media and influencers werent as big as they are now. Marketplace giant Etsy has plans to acquire Depop in the third quarter of 2021 . Its backers see a bright future for the company. The cost of living crisis and consumer desire for sustainable shopping has created the conditions for secondhand to grow, but clever marketing has normalized secondhand shopping allowing it to thrive. Gen Z favourite Depop is spawning a generation of bedroom entrepreneurs. Strategy. Demonstrating how the app can be incorporated into our everyday lives, is the third element to its strategy Blanchard explains, and then finally marketing that normalizes buying secondhand in general. Focusing on the attempt to get pro photos for your profile, Samsung Galaxys high-tech camera is a no-brainer. The app allows for an intimate buying experience that is very rewarding in each and every step. I think we need to not overthink too much, Pavy said.