An online fashion reseller, Depop launched a new multi-channel campaign on September 2 to highlight the growing importance of shopping for secondhand clothes, as per a report by Marketing Dive.
Titled, ‘Where Taste Recognizes Taste,’ the campaign features a 60-second commercial that introduces the concept of a ‘Depopelganger’ - two people from different walks of life who are brought together by their shared fashion sense. The campaign was created in collaboration with Uncommon Creative Studio.
This campaign is set to run across various platforms, including out-of-home (OOH) advertising, streaming radio on Spotify and SiriusXM, connected TV (CTV) services like Disney, Amazon, Roku, Netflix, and YouTube TV, as well as paid social media on TikTok, Meta, and Pinterest. With the growth of secondhand apparel market, the campaign aims to boost Depop’s US0 business, following other marketing initiatives launched this summer.
Founded in 2011, Depop has 43.5 million registered users. In 2021, it became a wholly-owned subsidiary of Etsy, while continuing to operate as a standalone company. The brand reported $249.6 million in general merchandise sales in the second quarter, a 35.3 per cent increase Y-o-Y, and saw a 54 per cent growth in the US during the same period.
Other brands are also capitalizing on the secondhand fashion trend. American Eagle partnered with ThredUp in 2023 to launch an online resale shop, and Heinz even collaborated with ThredUp on a fashion collection of thrifted clothes with ketchup stains.
