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Depop

A vibrant value-hacking marketplace that allows clothing resale businesses to be built from bedrooms.

25
/40
Community:

Values

Sustainable fashion upcyclers + Gen Z side hustlers

With a focus on circularity and equity, Depop is a fashion marketplace app where members of Gen Z come together to sell and buy unique items to make fashion more inclusive, diverse, and kinder for the planet.

Identity

8
/10

Depop has built a fashion platform centered on sustainability, fluidity of self-expression, and empathy—all values Gen Z deeply identifies with. It’s a platform where the younger generation, especially Black and queer youths, finds a fuller expression that oozes between race, gender, sexuality, culture, and language, as expressed through fashion and style.

Sources:  Time + Vogue Business + Depop x Bain & Company

Social Capital

6
/10

Tapping into the side-hustle culture, Depop and social media, allow Gen Z to grow their business in a non-traditional way. Influencers are creating a new brand currency that Depop describes as “clout” or a social stock market, a combination of followers, brand power, social credentials, and status that travel across platforms, including Instagram and TikTok even IRL.

Oneness

7
/10

Interconnection and “repopping” are the heartbeat of Depop. By design, the platform is one big community of micro-communities with members inspiring each other in their styles and values. Depop has launched a Sustainability Incubator Program to support growth and social solidarity, which curates a wealth of resources in their Depop Seller Handbook, a B-school to help members master the business fundamentals and grow their businesses.

Source: Reddit

Mobilization

4
/10

Depop members mobilize through micro-communities, with members more likely to support each other instead of a larger cause. (They’re already engaged in the larger cause of sustainability.) One of the best examples of this small-scale phenomenon is Tik Tok influencer Emma Rogue, who opened an IRL shop in NYC named after her Depop account, attracting 400 followers and lines around a city block on launch day.

By the numbers

$70M USD

in revenue in 2020

$1.625B USD

Depop acquisition by Etsy

30M+

registered users

‍10th

most visited shopping site among Gen Z in the US

See the other top brands of 2021

2021
#
9
Depop
A vibrant value-hacking marketplace that allows clothing resale businesses to be built from bedrooms.
25
/
40
2021
#
9
Depop
A vibrant value-hacking marketplace that allows clothing resale businesses to be built from bedrooms.
25
/
40
2021
#
9
Depop
25
/
40
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