How Generation Z is Revolutionizing Shopping with Depop?
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Are you one of the 35 million people shopping on Depop? If so, congratulations, you have something in common with Bella Hadid!
As second-hand platforms continue to shake up the fashion world, Depop keeps growing and becomes the favorite of the new generation, with 90% of users under 25.
Straddling the line between Instagram and Vinted, Depop positions second-hand shopping as a true way of life.
Vintage is the new hype and Depop is changing the game.
Decoding an online fashion phenomenon.
The Arrival of Depop in Europe: Vintage Finds Its Place
Founded in 2011 in London, Depop, the second-hand shopping app, has gained popularity among Generation Z for its unique blend of vintage fashion, authenticity, and creativity.
The goal of Depop: to build a more sustainable and progressive fashion ecosystem by giving everyone the opportunity to express themselves through their style.
Of course, there are Vinted, Vestiaire Collective, and many others we mentioned in this article, but Depop adds a touch of modernity to the second-hand market.
How does Depop stand out from other apps? Signing up on the platform is like joining a social network. You create your profile with a photo and a short bio. Depop gives users the opportunity to choose clothing styles they like before they start shopping. The most popular styles are streetwear, vintage, and Y2K.
Bella Hadid, often cited for her 2000s looks, shopped on Depop! I’ll let you guess, her favorite style was Y2K.
The Creativity of Sellers is Depop’s Asset!
On Depop, we buy, we sell, but above all we express ourselves!
What also sets Depop apart from other online selling platforms is its social and creative aspect. To sell their clothes, sellers present themselves with a true personal aesthetic. Depop thus becomes a unique digital space that offers the possibility to share one’s style and aesthetic.
As a buyer, you seek to acquire new clothing, but you are primarily drawn to the seller’s style, which you can follow like on a social network.
Yoann Pavy, Digital Marketing Manager at Depop, when discussing the marketing strategy states “that a large part of our content on Instagram is just reposting ‘the coolest shit’ that people can see on Depop.”
Earn Money in an Ethical and Stylish Way!
What could be better than combining money, creativity, and style? Nothing, according to the star sellers of Depop, and they are right!
Since its launch, the platform has allowed young people to create their own vintage clothing businesses or launch new brands.
Independent resellers claim to earn between 1,000 and 3,000 euros per month! An additional income (or even a primary income) that helps improve their standard of living.
The company proudly claims this spirit of entrepreneurship, taking a 10% commission on each sale. The buyer covers the shipping costs. It seems that this model works well for most sellers on Depop.
The Impact of Depop on Sustainability
In just a few years, second-hand shopping has become a global phenomenon. We can be pleased to see that it’s trendy to give clothing a second (or more) life, and we’re happy to say that’s a good thing, as it prevents waste, reduces fast fashion purchases, and reinforces the circularity of products.
In a statement available online, Depop reaffirms its ecological commitment “Since 2021, Depop users have given a second life to 25 million items that already existed and have enabled tens of thousands of people to earn an income from circular fashion.”
The ecological impact is a significant argument for Depop users who, besides wanting to hunt for unique pieces, express their concern about climate change.
Fashion being a highly polluting sector, turning to second-hand is an easy, accessible gesture that has a positive impact on the environment.
Selling on Depop: A Goldmine?
In these times of economic uncertainty, some young people use second-hand shopping as a real business to regain control over their finances. Depop has quickly become the ideal platform, both for resellers hoping to increase their income and for small businesses that find a community of buyers there.
Depop embodies this entrepreneurial spirit that allows young people to make it their primary source of income. Sales via Depop total more than 3.5 billion dollars!
The platform is pleased to offer economic opportunities, but also to help creators promote their brands.
The Spirit of Community and Inclusion
The platform has succeeded in creating a fun space where the spirit of community, progressive values, inclusion, and diversity are celebrated.
Depop has firmly rooted itself in Generation Z culture by embracing its aesthetic codes and values.
It is sometimes difficult to reconcile our shopping desires, our passion for fashion with ecological convictions. Personally, I could never have afforded the luxury clothes I wear quite often without these second-hand apps. Of course, there is still a long way to go for fashion to be truly responsible and fair for all, but if we can participate in buying more eco-friendly while discovering vintage treasures, that’s already a win!
