Seller Stories: How I went full-time as a Depop seller 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. How Depop drove organic growth with a simple marketing flywheel 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. 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. In the age of distraction, building a community of 15 million users organically through word-of-mouth marketing strategy is an impressive feat. Shein has won over Gen Z consumers with its competitive advantages in product prices, fast delivery, influencer marketing strategy, and DTC model. If you're above 0, you'll likely to be categorized as spam. not considered as spam. 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). 9 Types of Marketing Strategies Definition and Examples It provides a long-term vision for overall marketing efforts, often looking many years ahead. Depop and Samsung Galaxy linked up with a team of influencers to set this idea into motion. CEO John Hackett discusses pandemic growth, building a platform that can cope with 150,000 personalised orders in 12 hours on Mothers Day, the acquisition of D2C brand Patch Plants, and current challenges in ecommerce. depop: Understanding Customers - Case Study - Sense Worldwide And it's costing you cost, time, and resources. This resulting in an estimated 100% increase in revenue ($230 million to $460 million). Describe what you're selling. One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 82 on https://www . It means that their email are not headed to the spam folder. Sellers and shoppers also benefit immensely from Depops data and AI-driven algorithms and filtering tools. Since our habits and behaviors are the future, it might be time to start looking at how they could affect you and your business. Personalize eCommerce experiences for every shopper, Reduce and recover abandoned carts with A.I. Ship. 8) Strength of family. Be sure to take a look at the blogs below to become an expert in all things social media marketing and fashion! By clicking "Request a Demo", you agree to our Privacy Policy. It is often the busiest shopping day of the year because it kicks off the holiday season. The Depop Algorithm - How It Works in 2022 - SellerAider 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. To send to more than one recipient, put a comma between email addresses. From peer-to-peer to curbside, charges to education how is the retail industry innovating in returns? Yeah, that. ALL RIGHTS RESERVED Sustainability; Blog; We strive to stay connected to our community and what is relevant to them but also excite them with something new and unexpected. Our community comes first, Oskar proudly told the Masterclass. Online fashion resale marketplace Depop has over 15 million users and the vast majority (90%) of them are under the age of 25! It's tapping into trends that legacy retailers have failed to take notice of - notably concerns around sustainability and the rise of social selling., Depop have also leveraged phenomena that they have in part helped to create. Simply sign in below. Depops social strategy is very reactive. Its first break was in the UK, with vintage clothing stores already experiencing higher . When most US fashion companies were caught off guard by the impact of the Coronavirus pandemic, the Chinese ultra-fast fashion giant Shein was conquering the US market with sustained growth in sales. Marketing Best Practices, A post shared by Depop (@depop) on Nov 20, 2019 at 4:08am PST. Terms & Privacy, Sign-up to the Depop Masterclass Mentorship Program. However, all self-promotion must be done in a self-effacing, borderline self-deprecating, manner. 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. A post shared by Depop (@depop) on Oct 15, 2019 at 10:03am PDT. Depop - Marketing Week 18 Powerful Marketing Strategies That You Should Steal in 2023 - EngageBay Depop sellers keep on top of new trends and aesthetics, while simultaneously influencing their own, kind of like a fashion echo chamber. 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.. What does it sell, who should care, Case says. website are shown as examples of industry practice and are not endorsements by 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. A marketing strategy is a business's game plan for reaching prospective consumers and turning them into customers of their products or services. Here, as it's 18 characters, they're doing good - they even have room to add some characters and their open rate will remain good! For a brand making its Depop debut, Oskar noted product photography as a way to stand out and make sales. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '4e6a29f9-4cfb-43a4-a60b-df687ae1f001', {"useNewLoader":"true","region":"na1"}); Topics: Studs, the young DTC brand known for piercing the cool girls of Instagram, started selling earrings via a brand shop on Tuesday. How the Depop generation thinks | Vogue Business (Looking at @honeylambs on TikTok.). 4 Tactics that gave ASOS the Edge in the Competitive Fashion - Creadits Young people around the world are getting rich selling secondhand and vintage goods on Depop. Depop. Your . We consider that above 12 is good, and below 24 is great. It's good! Depop hiring Senior Market & Audience Researcher in London, England The following image - that illustrates how a media brand, My Little Paris, grew dramatically from one email sent to 50 friends . Any attempt by a person or company to connect on a human level is sure to strike a chord in our sappy hearts. A new oncology care model--key capabilities for success | McKinsey Blueprint COO Rory Jeffries lifts the lid on our product development. Inside Depop's Big Plans for the Future of Fashion Upcycling - Time Depop marketing strategist Yoann Pavvy points out that people tend to trust one another, especially among the younger generation. "To some degree, we have a closer relationship with Gen Z . 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. Its backers see a bright future for the company. I help older generations navigate the confusing world of Gen Z. Whatever your vibe we'll share our pro tips to help you get there. I knew apps were gonna be the thing. Use the button below to view your options and sign up. 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. 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. Below 0, you're safe ie. Get paid fast when your item sells. Being between 0 and 5 means that it could happen though. 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. 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. The G2 Summer Report is here: Vue.ai receives seven badges. , , their score can be considered excellent!Kudos to the team . Policy. "With our PaaS provider, we were facing several challenges, such as scalability limits, lack of flexibility in how we scale our applications, and constraints in the way solutions are built due to a fully managed, but limited, set of available capabilities . Items are usually secondhand or homemade. Not many websites were selling these brands at the time, Beckerman shared. This is most likely the symptom of being a generation that grew up in an already very digitally saturated world. Vinted is also a sponsor of British soap Hollyoaks and creates its own content in partnership with the Channel 4 show. The reason Depop works so well is that there is a large amount of trust between the seller and the buyer. 7 Steps to Create a Complete Marketing Strategy in 2023 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. The Depop community is chock full of diverse and stylized users. In recent years the app has grown its revenue by 100% YoY, predominantly driven by the organic expansion of its user base. Here's one good reason - usuallyy, subject lines that long are not shown entirely on email clients on desktop or mobile. Most teens and young adults are amateurs just looking to make room in their closets for quick cash, while others have turned their Depop hustle into a for-profit business. The idea to promote organic growth worked and celebrities like Kanye West, Virgil Abloh, Katy Perry and Rihanna were photographed wearing Retrosuperfutures sunglasses. How to Create a Marketing Strategy in 5 Steps (with Examples) Detailing Depop-Repop Cleanup Strategies. Lush is quitting social media. The start of a trend? Until eventually, she became a viral success. If we take a look at their Ecommerce Marketing Stack, the main Email Marketing software (or ESP) they're using seems to be Braze (a customer engagement platform of which the main use case is multichannel marketing - they allow to manage cross-channel campaigns easily, much better than other platforms). PICARD A 94 Year Old Legacy Brands Digital Strategy. Aint nobody got time to be humble. Depop - Start Selling So when a Zoomer wants to start a business, the clearest first step is to develop their personal brand. Rodrigo and Depop have fan bases that overlap in every regard. If eligible, sellers can get verified, an account manager and customer service crucial to taking their Depop store to the next step. Sell a few items or build your empire. Below -2, you're great. Sam tells us about how he made the change and moved his business up. To get started, fill out the form. Saturated markets cause brands to innovate and reinvent themselves in order to stay relevant and top-of-mind. Marketing Strategy: this article explains the Marketing Strategy in a practical way. They inspire and educate our community. The company takes this concept and runs with it, by targeting most of its promotion on these sites. They also celebrated Go Skate Day with the Dickies Girls. Its also important to edit your listings frequently to improve visibility on the platform. 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.. In addition to the social aspect of the Depop platform, where you often have to message a buyer before making a purchase, personal touches create an experience where youre conducting an exchange with a friend or peer, not a soulless company. After realizing that Depop needed a selling function, Beckerman re-envisioned the app as a global marketplace a mobile space [] characters, which is rare - but it means that they have actually more space to express themselves and share their brand values. Depops success proves that the resale industry has a strong growth trajectory, the correct use of data can transform businesses and the younger generation is changing the rules of the fashion industry rapidly. What started as a teen from Manitoba thrifting and reselling on Depop from her bedroom, turned into close to a million followers across all social media platforms, modeling gigs, consulting for big fashion brands, a move to LA, and a full-time career as a fashion mogul. Highlighting these individuals has worked well for Depops marketing campaigns. Why does this matter?Well, for open rates. studio, network or celebrity. Depop influencers are selling their own products directly to their followers while cutting out the middleman in the process. The site has grown exponentially in the past two years from 1.2 million members in 2021 to over 8 million in 2023. Just the right amount of characters you want for your own brand! Another brand working hand in hand with Depop recently is Samsung Galaxy. However, a score below -2 would be considered even better. I think we need to not overthink too much, Pavy said. Industries worldwide continue to saturate with globalization and economic and population growth, making it more and more difficult to stand out and offer a USP. While every person's needs are unique, there are 21 need types that marketers can communicate to: 1) Physical needs. Greater flexibility also means becoming less precious about ideas like branding (not across all advertising, but in a social content situation). Sell Products Better And Improve Engagement With A.I. Your marketing strategy should promote entrepreneurial values where possible. The Top Female Social Media Influencers of the Moment, Come with HB to Social Media Marketing World, Why Social Media Engagement is Important for a Brand's Social Influencer, What Brands Can Learn from Fashion's Biggest Event, Privacy Depop's adspend is a fraction of Vinted's at around 500k in 2022, according to Ad Intel. The Depop guide to Gen-Z marketing. Marketing strategy of Depop The app has been used to market the signature designs of well-known celebrities such as Lilly Allen and Emily Ratajowski, amongst others. The more, the better, as it helps to increase the domain rating. We strive to stay connected to our community and what is relevant to them but also excite them with something new and unexpected, Raga stated when asked about the relevance of these collaborations and its place in the Depop community. E-commerce firm Etsy announced Wednesday that it is buying the secondhand fashion app Depop for $1.62 billion. 9 Depop ideas in 2023 | social media strategy instagram, depop Now at nearly 20 million users, Depop is widely regarded to be at the forefront of this movement: effortlessly combining community with creativity. @avenuevintage is an Australian Top Seller who has gone from selling secondhand as a hobby during university to working full-time as a Depop seller. 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. He added, Being the geek I was and having studied art school industrial design, I decided to try designing an app myself. 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. Oftentimes, by looking at what the community is doing and what they're interested in, that's how some of our brand and marketing campaigns come together or come to life, Dool says. 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. 110 Lomita Street El Segundo, CA 90245 - Warehousing + Deliveries, 305 Ave G, Redondo Beach, CA 90277 - Headquarters, Copyright 2016 Hollywood Branded Inc. | All Rights Reserved |. Performance Marketing Manager at Depop London, England, United Kingdom. Four marketing lessons we can learn from the success of Depop In the late 90s, along with his brother Daniel, he started a publication company that published PIG Mag an independent fashion design, music and lifestyle magazine. Send colleagues a link to this content. Consumer behavior on a mass level has shifted in favor of more circular behavior and eventually more responsible consumption habits, Blanchard says. How to sell. 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. Now due to the trends, they can tell us a great deal about a person's background, social status, style and mood.. At the same time, they want to reduce waste. Having founded a magazine back in 1998, PIG (People in Groove), which spoke to this community, Beckerman created Depop to let its readers buy the items in the title. Millennials were the generation that fell in love with a strong founder story (Steve Jobs, anyone?). 2023 Mad Street Den Inc. All rights reserved. A post shared by Depop (@depop) on Dec 5, 2019 at 4:00am PST. For instance, The Depop Market featured 50 sellers who were able to connect with their audience IRL. Nano or micro influencing feels like second nature to Gen Z. The idea was to present all the greatest and rare finds of the Internet, be it technology they discovered or new designs in fashion and distribute it in the form of physical copies. They want authenticity and to set their own trends. Reposting cool images created by the Depop community is the main social strategy used by Depops team. This electronic file is for the personal use of authorised users based at the subscribing company's office location. Alongside the rise of Gen-Z, a new generation of community-focused, digitally-native brands have emerged. University of Portsmouth. The collaborations are an opportunity to conceptualize the trends we see culture and community shaping. 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%. We have also shared easy tips for you to execute these marketing strategies for your business. In the age of distraction, building a community of 15 million users organically through word-of-mouth marketing strategy is an impressive feat. Social marketplace Depop surpassed 13 million users in June. Remember the 1,000 True Fans theory? Depop Redefines Social Media Marketing - Hollywood Branded This decision makes perfect sense, due to the heavily Gen Z audience on the app. Social peer-to-peer marketplace: Depop - Ellen MacArthur Foundation More and more creatives are considering Depop as a legitimate career path, so there are also avenues into the platform for first-timers, as well as small businesses who want to expand onto the platform. Amid retail media FOMO, how can the smaller players compete? In recognizing their interests we can create exciting campaigns and experiences and allow for a dialogue to travel beyond the app. 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. Rodrigos case in particular is a perfect example of an organic relationship between a business and a celebrity. We publish marketing inspiration, case studies, career advice, tutorials, industry news, and more. A hit among the Gen Z audience, Depop isthe perfect example of a brand successfully utilizing social media marketing. 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.. , their score can be considered pretty good! Carnyx Group Ltd 2022 | The Drum is a Registered Trademark and property of Carnyx Group Limited. The company also expanded its online reach by launching the marketplace app in Australia. All rights reserved including database rights. Repeat. This newsletter will break down all of the biggest news in entertainment and in marketing. Online marketplace Etsy on Wednesday announced its $1.625 billion (1.2 billion) acquisition of UK-based fashion resale app Depop, as it looks to expand its . A marketing strategy is an overview of how a business or organization will articulate its value proposition to its customers. #depop pic.twitter.com/FdRH29c37k. " I have been collecting and selling vintage and secondhand clothing for most of my life. Why does this matter?Well, for open rates as well - and especially to avoid the Promotions tab and to be less categorized as spam. The biggest brands in the secondhand category are evolving their marketing strategies as the sector becomes increasingly competitive. Weve learned that in order to stand out amid the noise of a post iPhone world fortune favors the bold. 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. Depop is essentially the epitome of Gen Z consumerism. Neha Ahuja - Director, Head Of Marketing - Spotify | LinkedIn How the Chinese Fast Fashion Brand Shein is Conquering the It's crucial to build your marketing strategy on data, not assumptions. How Does Depop Make Money? The Depop Business Model In A Nutshell Alex Gallagher who is chief strategy officer at Unidays says: A pre-loved offering is fast becoming a necessity for brands and one of the best moves retailers can make this year. Reposting cool images created by the Depop community is the main social strategy used by Depop's team. How Vinted and Depop are stepping up as ad spend from 'pre-loved 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. 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. Intelligent Replenishments &Cross-Selling. In recent years the app has grown its revenue by 100% YoY, predominantly driven by the organic expansion of its user base. Gen Z has perfected the art of begging for attention. It is accessed online or via an app. Get access to support from the Depop Team, promotional perks and a program towards becoming one of the platforms Top Sellers. A survey from Unidays 27 million student members revealed 75% of Gen Zs are shopping secondhand and 37% are reselling their clothes. Clothes began as a necessity to provide physical safeguards to the body from weather, heat, dust, rain and cold. What is popular today may not be popular tomorrow, so companies have to be prepared to change with the times. The landscape. He faced no problem in raising funds for building the prototype and hiring the team for that. 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 collaborations are an opportunity to conceptualize the trends we see culture and community shaping. SEO rankings are in the top 100, across all countries.The more, the better, as it leads to a more important organic traffic. The first fee is what the company refers to as the Depop fee, which is equal to 10 percent. Rebecca Heilweil is a reporter at Vox covering emerging technology, artificial intelligence, and the supply chain. Like the content and the commerce that takes place on Depop, Pavys marketing department (which consists of four in-house staff members, plus an agency that helps with influencer and CRM work) has always existed in a socially-enabled space. Channels that deliver scalability, measurability, and efficiency are prioritized at Vinted, Blanchard says. The US experience will provide us a good structure to grow in other markets and explore new formats. The platform now boasts more than 21 million users. 1K followers 500+ connections. Depop - Peter Fisk Clothes, being part of the Fashion industry, reflects an individuals culture, personality, and preferences. By selling on Depop you're keeping items in the circular economy and helping reduce fashion waste. 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. Etsy is buying fashion resale app Depop for $1.62 billion - CNBC Crew, Neiman Marcus, Lord & Taylor and J.C. Penney . Take the virality of posting a video to Tiktok of yourself dancing, or simply a frog in some sort of random context. As time went by, this idea of creating a digital replica of the magazine transformed into an e-commerce market designed as a social network platform. Its director of brand marketing, Steve Dool explains that the most crucial element to Depops brand identity is its community-first mindset. Since our habits and behaviors are the future, it might be time to start looking at how they could affect you and your business. As young as 13-year-olds are selling clothes on the resale marketplace and some are making a six-figure income. Home Depot's Generic Strategy, Intensive Growth Strategies Take up to four photos. Nearly, 140,000 items are listed on the app every single day and 19 million products are up for grabs at the moment! Retail media is now a core function at the big players like Walmart, but how can smaller retailers compete in a fragmented retail media landscape? Strategic Partnerships, The latest news, articles, and resources related to ecommerce growth marketing, sent to your inbox monthly. EMEA/USA: +44 (0)20 7970 4322 |email: subs.support@econsultancy.com. On Wednesday, the shopping site Etsy . The report explores how Gen Z's mindset is profoundly changing the conception of . 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). 2) Post new items as often as you can. 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. Of course, being a super small team or dividing into small units is the only way this can remain viable.