depop marketing strategy depop marketing strategy

Since our habits and behaviors are the future, it might be time to start looking at how they could affect you and your business. The Depop community is chock full of diverse and stylized users. Saturated markets cause brands to innovate and reinvent themselves in order to stay relevant and top-of-mind. Because its a great example with many different best practices you can pick and implement yourself. 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's just like Instagram and eBay together," says Yoann Pavy, head of digital marketing at the startup, "and the kids love it and . That's it, you've completed the first step! Depop US top seller Sydny Boney. The major benefit of this is that Im much less likely to think critically of a business I feel personally connected to. By keeping their social strategy team small, Depop is able to capitalize on each and every moment in culture with perfect timing. It's simple to get started. The latest news, articles, and resources related to ecommerce growth marketing, sent to your inbox monthly. While every person's needs are unique, there are 21 need types that marketers can communicate to: 1) Physical needs. And it's costing you cost, time, and resources. Focusing on the attempt to get pro photos for your profile, Samsung Galaxys high-tech camera is a no-brainer. 2023 Copyright and Database Rights owned by Ascential Events (Europe) Limited, Scrum like the cool kids: Depops marketers think like a product team, Persuadables the key audience for green growth, Conversational creators will help luxury brands make gains on TikTok, The new landscape of collaborative purchasing decision-making, How WWF created a cultural asset to pressure Asias governments to regulate plastic pollution, Brand platforms: How to evolve for sustained relevance and growth, The omni-activation route to deeper participation and immediate action, Doing more, saying less: How marketers can target Gen Z, Over half of e-commerce revenue will be from mobile devices this year. Take A Stand Feb 14, 2023 - Explore Syd.real's board "Depop", followed by 175 people on Pinterest. Aug 25, 2020. 3) Optimum health and longevity. . In the UK, where the company is based, of people aged 15 to 24 are registered with the app., Impressive stuff, but whats driving this growth? That is why the most successful campaigns are known for their use of celebrity endorsements, creative visuals, and catchy slogans. Videos Masterclass Events. Get paid fast when your item sells. A survey from Unidays 27 million student members revealed 75% of Gen Zs are shopping secondhand and 37% are reselling their clothes. Even more striking is Depops deep penetration within one particular demographic - 90% of its 18 million users are under 25. Los Angeles Depop store on Sunset Boulevard. Depop is the natural extension of the magazine and sunglasses businesses. This electronic file is for the personal use of authorised users based at the subscribing company's office location. Nor is niching to the level of creating your own niche going to be particularly helpful to most brands. 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.. 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. By pushing Depops audience to the forefront, this trust is strengthened. Depop is set up to meet these changing demands. More buyers attract more sellers, and the cycle continues., This kind of growth is self sustaining and much stickier. Sell your way. It has built out a loyal customer-base of 18 to 26 year olds in the UK and US. I was trying to find out a new revenue stream for the magazine So I started designing a marketplace. The companys strong community of fashion lovers has also given birth to many trends and fashion start-ups. All rights reserved. On the same day, high-fashion brand Rodarte announced its own presence on the platform. 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. They are creatives who arent afraid of pushing boundaries, open-minded entrepreneurs. Case says when marketing pre-loved fairness is the best emotion to lean into. However, a score below -2 would be considered even better. Depop. Any attempt by a person or company to connect on a human level is sure to strike a chord in our sappy hearts. Marketing Strategy: this article explains the Marketing Strategy in a practical way. Depop might also be so appealing to Gen Z because reselling is sustainable consumerism, one of the core values of our generation. Depop is essentially the epitome of Gen Z consumerism. TV, BVOD and online video are a core part of Vinteds media strategy with digital performance and influencers also in the mix. As young as 13-year-olds are selling clothes on the resale marketplace and some are making a six-figure income. Make sure your keywords are relevant to drive traffic, whilst also considering the buyer and how you should communicate with them. The reigning Depop queen is undoubtedly Internet Girl. Vinteds marketing strategy has four key tentpoles. They run rampant, unchecked, in Gen Zs online spaces. For their 10+ million users, they boast a consistently hand-curated explore page and are embarking on the brick and mortar retail world. Young people around the world are getting rich selling secondhand and vintage goods on Depop. 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. Depop has 696K Instagram followers, 154.4K Twitter followers, 69,640 Facebook followers and on TikTok has an audience of 62.5K, with 531.3K likes. So far, the best approach is to frequently list new items, whether you do a few new items items . Well, as stated, it's good!Any score below 0 generally means that the email will not be categorized as spam, especially the ones below -2 - it's a great score, one you want to keep because it helps a lot the deliverability of your emails! The company also expanded its online reach by launching the marketplace app in Australia. Weve learned that in order to stand out amid the noise of a post iPhone world fortune favors the bold. I really dislike the lack of transparency Depop gives you on what you make after fees and paying for shipping. Turn these new users into buyers by marketing and community building efforts. The landscape. A post shared by Depop (@depop) on Nov 20, 2019 at 4:08am PST. Originally a social network where PIG's readers could buy items featured in the magazine. Raga: There is not one single process but the ideal partner must share our ethos and values. The US experience will provide us a good structure to grow in other markets and explore new formats. Greater flexibility also means becoming less precious about ideas like branding (not across all advertising, but in a social content situation). And by doing . Depop is a peer-to-peer shopping app founded by Simon Beckerman in 2011 at the Italian technological incubator and start-up center H-FARM. Gen Z favourite Depop is spawning a generation of bedroom entrepreneurs. Oops! Depop sellers keep on top of new trends and aesthetics, while simultaneously influencing their own, kind of like a fashion echo chamber. Nano or micro influencing feels like second nature to Gen Z. 2. This isnt to say the delicate nuance between goth faerie and vintage cyberpunk is relevant to anyone other than a youth selling clothing on Depop. Listen to article Depop and Samsung Galaxy linked up with a team of influencers to set this idea into motion. Slightly less so if theyre more eager to see your short story renditions of fairy tales as demonic stuffed animals. Top Depop sellers are even making six-figure incomes and building social media careers off of their success. @depop sellers like @yellabambi and @noahcyrus are donating part of their sales to charity for #GivingTuesday https://t.co/HwPadY8Efh, POPSUGAR UK (@POPSUGARUK) December 3, 2019. 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. 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 help older generations navigate the confusing world of Gen Z. 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). Launched in Italian startup incubator H-farm by Simon Beckerman, Depop became successful through word of mouth. 2 The space is also highly competitive: 35 percent of the industry preclinical pipeline is now in oncology (Exhibit 1), and all top ten players have a . Insider spoke to some of the app's top sellers to find out . Closed mouths dont get fed, Ask and you shall receive is pretty much what Gen Z lives by. Get the hottest trends in eCommerce retention delivered straight to your inbox every month, including high level industry reports, the latest news, podcasts with top founders, strategy teardowns and SMS 'how to' guides. Below is a list of some common marketing strategies with examples: 1. Business to business (B2B) Business-to-business (B2B) marketing targets businesses that sell to other businesses. Aint nobody got time to be humble. For their 10+ million users, they boast a consistently hand-curated explore page and are embarking on the brick and mortar retail world. Telling your brands story is a great way to get visitors engaged. We use cookies to ensure you get the best experience on our website. Through its young users and the way they engage with them, Depop has been able to set itself apart from the competition. Intelligent Replenishments &Cross-Selling. Enter: Depop, a social e-commerce app that allows users to buy and sell clothing. 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. 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. 6) Emotional relation. Start building sticky customers today with: Get the hottest trends in eCommerce retention in your inbox every month. 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. Strategy: I offer free shipping on this platform, but otherwise I have no real strategy. The following image - that illustrates how a media brand, My Little Paris, grew dramatically from one email sent to 50 friends . Therefore, it comes as no surprise that its 15 million users include celebrities like models Emily Ratajkowski & Chiara Ferragni, Game of Thrones-actress Maisie Williams, singer Lily Allen, and queen of burlesque Dita Von Teese. 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. characters, which is rare - but it means that they have actually more space to express themselves and share their brand values. The platform is very similar to other online marketplaces like eBay, Facebook Marketplace, Mercari, or Poshmark. Receiving stickers, candy, or a handwritten thank you note with a purchase from a Depop seller is standard. But anyway you can engage your audience that feels more personal or one-on-one is the same thing in essence. domain, through the analysis of their backlinks profile compared to others websites, where 100 is the highest score you could achieve. . Depop drive their own organic growth with a simple but powerful marketing flywheel. As digital natives, weve never known a life without branding ourselves online in an aestheticized fashion. Depops founder, Beckerman, has always been passionate about art and design. Data is about that, he added. 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. The wide world of social media is constantly changing and growing, and in order to stay successful as marketers, it is vital that we stay in the know with any and all new changes in the industry. Crew, Neiman Marcus, Lord & Taylor and J.C. Penney . This could mean asking your audiences input on your work, hosting lives, sharing UGC, Q&As, and regularly communicating your gratitude. Looks at the growth of youth marketplace Depop described as a combination of Instagram and eBay. Why does this matter?Well, for open rates. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '1cfa53cb-649d-4809-8e36-3c410cd55f16', {"useNewLoader":"true","region":"na1"}); Depop is not afraid to partner up with other brands. 2) Post new items as often as you can. Take up to four photos. Take the virality of posting a video to Tiktok of yourself dancing, or simply a frog in some sort of random context. Jones isnt alone. Depop uses the data to create the customer experience. Courtesy Image. Ship. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy. If youre under 25, its like, the coolest way to shop. We publish marketing inspiration, case studies, career advice, tutorials, industry news, and more. One company that has been particularly adept at digital marketing is ASOS - a London-based clothing company that sells multiple apparel lines that targets customers in the 16-30 age range.. ASOS has no brick and mortar retail stores, and they depend on e-commerce for all of . From peer-to-peer to curbside, charges to education how is the retail industry innovating in returns? I like Public Relations and Marketing. Have your market research data ready. But Depops unique offer has been to create a commercial venue for a community. For a brand making its Depop debut, Oskar noted product photography as a way to stand out and make sales. Online fashion resale marketplace Depop has over 15 million users and the vast majority (90%) of them are under the age of 25! Amongst their last emails sent, two of them were 'Let's do this' and 'What everyone wants right now'. Its just like Instagram and eBay together, says Yoann Pavy, head of digital marketing at the startup, and the kids love it and come back every day. (For more, read WARCs in-depth report: Scrum like the cool kids: Depops marketers think like a product team). Create, assess, and manage catalog text & visual content with A.I. Theres still a lot to come, and youll be hearing more of Depop. To get started, fill out the form. All rights reserved including database rights. One way to do this is by listing new products on your depop shop. Sam tells us about how he made the change and moved his business up. The plan is to continue growing the community and building a structure to support them along the way. Additionally, word-of-mouth marketing is a marketing channel that includes viral marketing, as well as buzz marketing, which uses the dynamic of your network in order to spread the word about a product or a service. iGirl didnt focus tunnel-vision on simply pushing and selling products. Social marketplace Depop surpassed 13 million users in June. Raga: They inspire and educate our community. Encourage them to share that content outside of the platform to attract new users. "Quantity will give you the quality," he stated. Just the right amount of characters you want for your own brand! And this monetization strategy works to their advantage and even prompts users from other platforms to switch. Depop is essentially the epitome of Gen Z consumerism. The apps main demographic is a creative audience of 15 to 25-year-olds, so consider what kind of photography will get them interested in your product dont be afraid to get imaginative. Depop has found growth, strengthened community, and continue to add to the brand through a series of collaborations. It's good! 1K followers 500+ connections. There are many different brands and styles of clothing available, so companies have to work hard to stand out from the crowd.The fashion industry is also affected by changes in fashion. What does that mean exactly for their email marketing strategy?. Consumer behavior on a mass level has shifted in favor of more circular behavior and eventually more responsible consumption habits, Blanchard says. Oversaw public relations department of five employees to ensure profitability and growth. Depop should know. Depop influencers are selling their own products directly to their followers while cutting out the middleman in the process. Its a market where we grew mostly organically and got a lot of traction - in 2017 weve experienced a 130% revenue growth in the US alone. Moving product is probably its lowest priority. It's the name of a new pledge by the brand to stop posting on four major platforms - Facebook, Instagram, Tiktok and Snapchat - in a move that is sure to be closely scrutinised by marketers throughout the cosmetics . The free app enables consumers to easily sell items by taking a square format image, adding a description with hashtags and setting a price. Carnyx Group Ltd 2022 | The Drum is a Registered Trademark and property of Carnyx Group Limited. Depops social strategy is very reactive. Result oriented marketing professional with over 19 years of experience in leading FMCG and Telecom companies - Gillette, P&G and Vodafone.<br> Rich marketing experience leading big global brands as well as establishing new brands. To the uniformed Depop is an app for an online marketplace, like a niche eBay. Depops Instagram in particular highlights some rising creators such as artist Stefani Colvin, Tiktoker Noah Millz, and more. personalization, Increase catalog coverage, conversions, and AOV online. The fashion-based content is what keeps Depop members coming back to the site and Pavy has a clear view on how to create that content. Join over 25k retailers and get the latest news, ideas and updates about AI in retail. You have an edge if you can cross-promote your Depop page with an existing Instagram, Pinterest, or Tiktok following. Many apparel companies have mastered marketing techniques to garner the attention of the public and grow as a brand. Lewis says: Vinted is clearly generating revenues as such they can use mainstream big rich mediums to bring in new people and get increased penetration.. They talk about themselves, their community. Heres how the app drawns millions of young people by word of mouth. Copyright 2023 Centaur Media plc and / or its subsidiaries and licensors. Yoann Pavy, head of Digital Marketing for Depop tells us how the all-conquering peer-to-peer fashion network is leveraging social media to engage with an increasingly fragmented Generation Z audience.. If eligible, sellers can get verified, an account manager and customer service crucial to taking their Depop store to the next step. Maybe this has something to do with the fact that, statistically, Gen Z is the loneliest generation. (In)Turning Tables with Excess Inventory solution : How INTURNs helping businesses optimize costs! In todays competitive markets, we believe that benchmarking is key, as it allows you to deploy your marketing efforts more efficiently. The Depop community is chock full of diverse and stylized users. List and promote your items strategically. My role at the Frasers Group was to create and implement the full digital strategy for the Lifestyle and Fashion fascias of the Group; Flannels, House of Fraser, Jack . Why Etsy dropped $1.6 billion on Depop. The report explores how Gen Z's mindset is profoundly changing the conception of . Product Development. Customers and entrepreneurs listed on the platform describe it as a modern day blend of a thrift store, an online marketplace and an Instagram-like shoppable social platform.