Depop’s Brand DNA:

Brand Essence

The Depop app is a “marketplace and a mobile space where you can see what your friends and the people you’re inspired by are liking, buying and selling”, (Depop, 2022).

Brand Values

Depop self proclaims itself as a “community-powered fashion ecosystem” (Depop, 2021). Depop functions on three pillars : Sustainability, Community and Entrepreneurship (Depop, 2021). ‘Community’ pillar ensures buyers and sellers are “inclusive, diverse and accessible”; Depop aim for everyone to feel welcome within their app. ‘Entrepreneurship’ pillar supports those wanting to build a business, thriving on supporting innovation by creating a space where “creators, makers or hustlers can thrive” (Depop, 2021). Finally, ‘Sustainability’ pillar aims to reduce waste and thus environmental impact, and give old clothes a new life, in turn making a positive impact on the fashion industry by using circular fashion (Depop, 2021).

Brand personality

Depops personality is “rejecting the norms, being proudly yourself, going beyond the basic” (DesignStudio, 2020). Depop is seen as a “marketplace for the cool kids” (DesignStudio, 2020). As Depop is a marketplace rather than a shop it doesn’t have one fixed aesthetic however campaigns tend to be personable, inspiring creatives, targeting youth, fun, bright and loud.

Brand In Action

Many micro-influencers , influencers and celebrities have been seen on the app or buying clothes from the app and informing customers of place of purchase, (Sesiguzel, 2021). Celebrities on the app include Lily Allen, Emily Ratajkowski and Olivia Rodrigo, (Sesiguzel, 2021). Rare pieces that consumers are desperate to find when seen online for example; TikTok, are often cited by the user as from Depop, driving up interest and also cultural significance (TikTok, 2022).