Summary SWOT

Strengths Weaknesses Opportunities Threats

• Appeals to target audience of Gen Z

• Demonstrates Depop’s three pillars

• Shows ability to co-ordinate brand projects

• Taps into youth culture trends and communities

• Identifies areas for impacting brand growth

• Uses non-traditional channels

• Shows a passion for working with diverse audiences

• May be seen as in-genuine to use gender fluidity on an advert

• Depop cannot ensure quality of garments from users that they promote

• Although as large majority of Gen Z 62% do agree with flexible gender roles (Herh, 2021), 48% do not, which might decrease usage of the app from those with said views

• Can branch out to do pop-ups in different cities, potentially using Depop users items who are from said city to promote community

• Could create a collaboration with a nonbinary influencer to widen demographic and show sincerity in campaign

• Could start a designer validity check where certain large users of the marketplace are able to have their designer goods verified by Depop employees

Conclusion

By the use of the important topic of gender fluidity within fashion and subversive basics trend, both highly relevant to Gen Z, I have created a shoot concept that is both emotive and visually interesting. I believe have showcased my skills in relation to the brief and job requirements, in line with Depop’s brand values of entrepreneurship, sustainability and community.

• Threat of competitors e.g. vinted, Lyst, due to Gen Z moving towards a more designer market.

• Fast fashion websites such as Shein, PLT and Asos may offer easier ways to find items that consumer is looking for, for a cheaper price

• No constant physical store, might be hard for an older generation to use if they wanted to purchase something