PROJECT RESEARCH | MOLLY HANDS by Molly Hands

THE NEW ECONOMY OF SECOND-HAND FASHION: IS DEPOP THE INNOVATIVE PLATFORM MILLENNIALS REQUIRE TO FULFILL THEIR CONSUMER NEEDS?

MOLLY HANDS W15021726 DE0929 PROJECT RESEARCH BA (HONS) FASHION COMMUNICATION NORTHUMBRIA UNIVERSITY

C CONTENTS

1: INTRODUCTION 3: METHODOLOGY CHAPTER 1 DEPOP THE HISTORY: 5

CHAPTER 2 THE NEW CONSUMER THE MILLENNIAL: 7

CHAPTER 3 TREND RESEARCH

THE RISE OF SECOND-HAND FASHION: 9 THE RETURN OF THE â&#x20AC;&#x2DC;90s: 11

CHAPTER 4 ATTRACTING MILLENNIALS

INFLUENCERS & SOCIAL MEDIA: 13 COLLABORATION & UNDERSTANDING MILLENNIALS: 15

CHAPTER 5 E-COMMERCE CASE STUDIES

THRED UP: ANNUAL RESALE REPORT 2017: 17 DEPOP: INTERVIEWING SUCCESSFUL DEPOP SELLERS: 19

21: CONCLUSION 23: REFERENCES 27: IMAGE REFERENCES 28: BIBLIOGRAPHY

INTRODUCTION

“It’s a generation that consumes media in a completely different way, it’s a lot less likely to buy an item because a brand tells it so”. Maria Raga, Chief Executive of Depop. (Retail Gazette, 2017)

The prevalent Millennial generation is shortly approaching their prime spending years. Their extensive contribution to the world population provides the capability to reshape the economy. Their new consumer habits and innovative demands, require modification to the approach of purchasing and vending. With the momentous shift in behaviour and lifestyle, companies are compelled to assess and alter their method of business to satisfy and entice the new consumer. Millennials have grown in a period of rapid adjustment as a consequence to the economic recession, which has provided them with demands and expectations that are immensely diverse from previous generations. Recent in-depth research and new discoveries, have risen major concerns which have persuaded Millennials to consume differently to Generation X and Baby Boomers. Most prominent are the financial straits and environmental threats Millennials are subject to; which ultimately, engenders different desired attributes towards their products (Kestenbaum, 2017). The need to consume ecofriendly, affordable and trend driven products, has created a new economy of second-hand fashion, and simultaneously, a new curiosity for charity and vintage stores. Despite that, the turnaround for want and receive has to be prompt, and for a generation unacquainted with patience, consecutively searching through vast amount of clothes is an inconvenience. Depop has recognised the potential in developing an app targeted towards Millennial consumption by designing a creative mobile market place to buy and sell products which are predominantly second-hand (Google Play, 2017). They understand the fundamentals to attract a youthful generation stimulated by creativity, bargains and the importance of contributing to environmental welfare. This report aims to analyse and evaluate whether Depop is the innovative platform Millennials require to fulfill their consumer needs, and the potential influence on the future of retail.

METHODOLOGY

Both primary and secondary research have been conducted to produce an in-depth and detailed study regarding the new economy of second-hand fashion. Both research methods aim to provide an evaluation of the report question; is Depop the innovative platform Millennials require to fulfill their consumer needs? The research project has been ethnical and no participant has been exposed to harm. All persons and data have been treated with respect and a DSEC ethical approval form (See Appendix 1.1) and consent forms have been completed (See Appendix 2.2 and 3.2). Primary research involves interviews with two successful Depop users; Nedusayshi and Fiercepetite (See Appendix 2.1 and 3.1). The interview discussed their approach and opinions towards Depop. Additional primary research was undertaken through an online survey (See Appendix 4.1), discussing second-hand clothing, Depop and â&#x20AC;&#x2DC;90s brands. All results were analysed once a 100 anonymous responses were received from a combination of genders, ages and occupations. Secondary research involves the exploration of books covering the subjects of second-hand and sustainable fashion, and consumer habits. Additionally, online journals, articles and reports specifically covering Depop, Millennials, second-hand fashion and current trends were explored.

(DEPOP LOGO, 2017)

CHAPTER 1

DEPOP

THE HISTORY

“The idea was to attract a whole new generation of young people who could not only use the site to buy and sell in a modern way, but also have fun in discovering what is cool in fashion and design”. Simon Beckerman, Depop Founder. (Financial Times, 2017)

Often described as part Instagram, part eBay, Depop is a mobile app that allows a user to buy, sell and discover an assortment of predominantly, second-hand fashion pieces and occasionally miscellaneous objects. It is explained as an amalgamation of eBay’s entrepreneurial machinations and Instagram’s compulsive social interconnectivity (Financial Times, 2017). Developed in 2011, Simon Beckerman, a creative entrepreneur from Milan, desired to design a social, mobile marketplace to creatively connect with friends. A successful launch in 2012, led to Depop headquarters in Shoreditch, London. Over six years, the company has built a connection with dynamic countries and now has teams in London, New York and Milan (Depop, 2017). Their ultimate mission is to make commerce both effortless and enjoyable (Depop, 2017). Depop is a digital platform, home to Millennial trendsetters and reputable creatives with various interests. Palmer and Clark (2005, p.10) state that second-hand clothing demands greater interpretation and creativity, be it by the seller or the consumer. Hence, the free app has captivated 8 million creative individuals who are in pursuit of their favourite brands, rare vintage items and/or to make some money (Depop, 2017). Young creative entrepreneurs have débuted by the virtue of Depop and set high inventiveness standards (Financial Times, 2017). Imaginative imagery is one motive why creatives favor this app over eBay and compare resemblances to Instagram. They have fundamentally combined the positive factors of two existing businesses and developed a platform that aims to reflect the new consumer.

(WILD DAZE SHOP, 2017)

CHAPTER 2

THE NEW CONSUMER

THE MILLENNIAL

Recent research (McKinsey and Company, 2017) states the global economy, particularly the fashion industry; are conscious of a significant movement in consumption as a consequence to the Millennial generation. According to Asch and Wolfe (2001, p.22), “Consumer purchases are highly influenced by a range of factors including cultural, social, personal, and psychological”. Sustainability is one fundamental concern that Millennials are influenced by. Due to mistakes of past generations that were initially unidentified errors, Millennials have had to compel and adapt to the changing environment, whilst brands have had to recognise the urge for sustainable innovation. Brands influence is crucial according to Rinaldi and Testa (2014, p.116), they believe “Fashion amplifies, identifies and influences the masses. It has the potential to stimulate significant change by inspiring millions of consumers to choose and lead a more sustainable lifestyle”. This is currently in action as core operations for product-design and the manufacturing process are becoming more refined through the elimination of any unnecessary stages (McKinsey and Company, 2017). Essentially, in the hope to rejuvenate the environment; but more so, to seize the opportunity and attract the attentive generation of consumers (Saussier, 2017). Digital influence is incorporated in the majority of Millennial’s lives, subsequently, creating an immense shift in consumer behaviour. Social media and the internet has abolished the ability to be patient as everything is now conveniently accessible through one device. Consequently, creating a threat to retail stores as online shopping is now preferred over a brick and mortar experience (Kestenbaum, 2017). The urgency to purchase instantaneously is predisposed through the method of see now, buy now (Hyland, 2017), an action young consumers often implement as a result of influencers. Research has discovered (Deloitte, 2017), 47% of Millennials purchase decisions are subject to social media posts, in comparison to 19% across Generation X and Baby Boomers. These statistics reflect the powerful impact social media has over Millennial consumer habits.

(THE RECONSTRUCTED TRACKSUITS, 2017)

Moreover, the new consumer is one with financial straits and an awareness of the economic recession. A Student Loan Hero survey (Josuweit, 2017) revealed too much debt, incapability to afford rent and the strain of budgeting are the top three money worries Millennials face. Considerately, Depop aims to provide consumers from a variety of incomes, the opportunity to shop the most inspiring and unique pieces (Depop Story, 2017). This is accomplished by supplying Millennials the resources to make an income selling unwanted clothes and the opportunity to follow trends at a discounted price. The amalgamation of the ability to search instantly for a specific desired item, plus the benefits of buying and selling second-hand clothing for both the environment and the consumer, elucidates why there is a new found interest for Depop amongst Millennials. According to Palmer and Clark (2005, p.197), “Vintage is regularly featured within the pages of the leading fashion and lifestyle magazines and is promoted as a sign of individuality and connoisseurship”. Similarly, high profile coverage from sources such as; Grazia and Stylist magazine, influencers including blogger, Song of style and model, Emily Ratajkowski, has contributed towards the achievement of 8 million Depop users (Dynamo, 2017). Essentially, the same powerful influence over Millennials attained from social media posts, also appeared to have the same response on Depop. Overall, the perpetual growth and acknowledgment of Depop, has ultimately allowed additional new consumers to discover a marketplace designed with them in consideration.

CHAPTER 3

TREND RESEARCH

THE RISE OF SECOND-HAND FASHION

According to statistics (The Guardian, 2017), Veganism has risen by 350% in the UK in the last decade, of which 42% are aged 15-34. These statistics demonstrate that Millennials are the generation that encourage and advocate sustainability the most. This is not only exhibited in their food intake, but also their consumption of clothing. In a current wasteful society of consumerism and fast fashion, many Millennials’ views towards second-hand clothing are shifting. This is represented in the 8% growth per year that second-hand stores are gaining (Kestenbaum, 2017). Palmer and Clark (2005, p.201), suggest that this growth in second hand clothing is a consequence of “a desire to create familiarity, or felicity, in a world that is rapidly changing and increasingly impersonal”. According to an article in Forbes, women aged 18-24 and over 65 are most probable to purchase used clothing; with the intention to save money, yet, the younger consumers are 25% more motivated through environmental consciousness (Kestenbaum, 2017). An online survey further emphasises the importance of budgeting for Millennials, it indicates that 33% aged 19-25, and 29% aged 26-35, purchase second-hand clothing to save money (See Appendix 4.2). Additionally, prior to purchasing something new, woman aged 18-24 consider the resale value (Kestenbaum, 2017). This innovative approach of consumerism has progressed from the ability to sell unwanted clothes on platforms such as Depop. Frequently, prosperous Depop accounts build their stock through second-hand stores and online resale sites. In doing so, the seller regularly receives a substantial profit. The twenty-year rule, is a recurring movement in fashion history. This rule conveys that trends pieces now will be admired again in 20 years’ time (Stenta, 2016). Fashion designer’s designs are repeatedly inspired by past trend pieces and are modernised or interpreted to suit their current clientele. Due to the reinforcing of past designs, Millennials have the opportunity to potentially discover a trend piece at a fraction of the price via charity stores. Hence, there has been an upsurge in second-hand fashion.

[

MILLENNIALS ARE MOTIVED BY ENVIRONMENTAL CONSCIOUSNESS TO PURCHASE SECOND-HAND. (Kestenbaum, 2017)

[

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GROWTH PER YEAR FOR SECOND-HAND STORES (Kestenbaum, 2017)

]

(KAPPA TRACKSUITS ARE BACK, 2017)

CHAPTER 3

TREND RESEARCH

THE RETURN OF THE ‘90s

The modern culture is progressing and developing faster than ever before, yet the twenty-year rule is still withstanding some truth (Stenta, 2016). Approximately, twenty years later, fashion that was considered as stylish in the ‘90s is trending again, in street fashion and high-end luxury stores (Brewer, 2017). Urban ‘90s sportswear is at the forefront of this returned decade, therefore an immense selection of ‘90s athleisure is being featured ubiquitously, predominantly on Instagram and Depop. Both platforms are powered by Millennials, who consequently, are the driving generation for this current trend (Brewer, 2017). Sportswear brands such as Fila, Champion and Kappa are everywhere from runway to street. Gosha Rubchinskiy, Vetements and OFF-WHITE are collaborating with the era’s most significant sportswear brands for their personal mainline collections (Dhillon, 2017). The reawakening of popular ‘90s sportswear is shifting the trends in fashion, through revitalised yet retro product availability. According to research (Telegraph, 2016), the new attitude regarding informal fashion has formed a generational change. Previously, wearing sportswear to none exercise related occasions was considered unflattering. Now, perception has altered and wearing Fila and Champion reveals your consciousness of fashion trends. The increasing consumption of sportswear has created an athleisure boom. According to the latest figures from GlobalData (Wightman-stone, 2017), the UK sportswear market is expected to grow by 8%, equating to 2.5 billion pounds by the end of 2017. In contrast, the general clothing market is predicted to expand by 2.1% (Wightman-stone, 2017). This has largely been incited through sportswear brands returning and revamping to meet the needs of the current new consumer, whilst understanding the potency of social media advertisement.

“Sportswear as casual wear was popular in the Nineties and died down again, but now people are wearing it because it fits in with their busy lives”. Sam Dover, Mintel. (Telegraph, 2016)

CHAPTER 4

ATTRACTING MILLENNIALS

INFLUENCERS & SOCIAL MEDIA

Celebrities and influencers hold a vast influence and role in current culture and consumption patterns. Their persuasive opinions and diverse style choices, enable them to create attention, integrity and other intangible reimbursements to a specific brand in the approach that advertising cannot (Euro Monitor, 2014). As a result of the impact social media has in today’s consumer behaviour, the celebrity and influencer power over consumers is at its greatest. The majority of brands exploit celebrity and influencer power to its full potential, in the hope to create an emotional bond with the consumer (Mansoor, 2017). Ultimately, social media connects trends with sale incentives and thus increase sales. The UK Sports Market Report for 2017 to 2022 (Wightman-stone, 2017) acknowledges that the current athleisure trend has been a vital contributor to the extension of sportswear in the UK. It states that consumer demand follows high profile attention via Instagram influencers. Essentially, the genesis of the reappearance and exposure of ‘90s athleisure is predominately stimulated through social media posts and celebrity influence on an impressionable new consumer generation.

“We engage with them (influencers) to create a partnership that allows us to connect with their followers and engage us into a relationship that will allow us to work together. We acquire notoriety through their follow base, but we also allow them to build their own follow base in our platform”.

In addition, the key driver for an efficacious brand performance is the ability to grasp the opportunity when its available, and evidently, feature their products in the right place at the right time. This is successfully accomplished through social media sponsored posts, most often via Instagram. Furthermore, partnering with the right retailers can immensely effect the brand’s success and encourage or prolong the fashion trend (Hodson, 2017). Even in a congested market, the ‘90s trend has yet to fade from relevance and one reason is due to high street brands involvement. Urban Outfitters and Topshop/Topman are both retail stores that supply their own label and additional related brands. According to consulting firm A.T. Kearney, athleisure sale is estimated to double by 2020 (A.T. Kearney, 2017). Expectedly, this will encourage retailers to continue to promote the undeviating craze. In particular, urban outfitters is most definitely working on the premise that athleisure is continual for the foreseeable future. They have partnered up with Champion and ultimately, combined the purveyors of all things Millennial with a current prevalent sportswear brand (Morris, 2017).

(CHAMPION X URBAN OUTFITTERS, 2017)

Maria Raga, Chief Executive of Depop. (Cloud Moves TV, 2016)

CHAPTER 4

ATTRACTING MILLENNIALS

COLLABORATION & UNDERSTANDING MILLENNIALS

Controversially, the discovery of a more affordable alternative, Depop, has made the limited edition range unappealing to Millennials. Priced at £55-£65 (Urban Outfitters, 2017), it is approximately 50% more expensive than the average Champion hoodies sold on Depop. This also transmits for Urban Outfitters mid-price urban renewal vintage range, a collection of predominantly ‘90s second-hand clothing sourced from flea markets and other vintage sources. An online survey revealed that 50% of Millennials aged 19-25 purchase ‘90s brands and modern athleisure from second-hand outlets such as charity stores and Depop. Whereas, 63% purchase via high street stores like Urban Outfitters (See Appendix 4.2). This elucidates that there is still a demand for retail stores among Millennials, however, second-hand outlets are rapidly gaining more appreciation from the younger generation. This potentially could be a contributor to Urban Outfitters decline in sales. From May 2017 to July 2017, Urban Outfitters has experienced a 4.9% drop in like-for-like sales, generating the most drastic deterioration in seven years for Urban Outfitters (Stevens, 2017).

(DEPOP EXPLORE PAGE, 2017)

The decline in competition, provided Depop the opportunity to expand and enlighten potential users and consumers on their purpose and brand ethos. In July 2017, Depop launched an Instagram account and a month later uploaded their first YouTube content, the first of a Depop series “Here I am”. It entails interviews of their favourite sellers to educate their viewers on the inspiring creatives they are involved with, and in return, potentially attract captivated sellers and consumers (Depop Here I Am, 2017). Using Millennial based platforms to endorse their app, entices the target audience to discover a cheaper alternative to stores such as Urban Outfitters, in the hope to fulfill their Millennial needs.

Depop’s explore page, in essence their shop front, is another technique used to entice potential consumers to search and consume on their app. Retail stores appoint a visual merchandiser to style and put emphasis on specific pieces, which primarily portrays the existing trends at the time. Depop’s approach is consistent to retail, therefore currently, ‘90s athleisure is prominent on the explore page. In addition to trends, Depop attends to what the community desires and accomplishes this through examining the top searches and following creative influencers and magazines. Their in-depth research then corresponds with what is featured (Pendrill-Adam, 2016). However, one drawback to the explore page, it that it is not tailored to each individual customer. An alternative approach could be to use algorithms and customer search history to determine specifically the customer’s style. Lastly, Depop has acknowledged the way Millennials communicate, that being through direct messages, likes, comments and followers. Essentially, Depop have implemented equivalent features from successful social media platforms, particularly Instagram and applied them towards their own app (Satenstein, 2016). Depop understands that a large proportion of Millennials crave digital gratification, therefore this has been a central influence in attracting the Millennial generation to download and become a part of the Depop community.

CHAPTER 5

E-COMMERCE CASE STUDIES

THRED UP: ANNUAL RESALE REPORT 2017

The combination of the new consumer, the rise of second-hand fashion and the return of the ‘90s has fundamentally made Depop a convenient platform for Millennials to consume. Previously, eBay was the foremost online auction site that enabled consumer-to-consumer sales for primarily secondhand goods (Hom, 2013). However, according to an article in Forbes, eBay has partially withdrawn from second-hand products and presently, over 80% of items purchased on eBay are now brand new (Kestenbaum, 2017). This is reinforced by the results of an online survey, whereby, 18% of respondents purchase second-hand pieces via eBay, in contrast to, Depop at 27%, charity stores at 46% and vintage stores at 38% (See Appendix 4.1). In essence, eBay are ceding their discovered market to other secondhand marketplaces such as Depop. Hence, Depop has taken the opportunity to adapt and develop a second-hand marketplace that attracts and caters to the younger generation.

RESULTS FROM, “WHERE DO YOU GO TO BUY SECOND-HAND / VINTAGE PIECES?”

The market for merchandising second-hand clothing is continuously growing and adapting for the new consumer. Thred Up is an additional second-hand online store based in the United States that has recognised a demand in the market. It claims to be the most commodious way to shop and sell highquality second-hand clothes (Thred Up, 2017). Contrary to Depop, Thred Up supplies the seller with a free “Clean Out Kit”, that effectively requires you to dispatch your second-hand clothes to Thred Up, and in return, you receive a donation tax receipt (Thred Up, 2017). Although, less time consuming than Depop, sellers do not have the power to control the price of their items and potentially receive less than anticipated. Nonetheless, the same principal applies to both Depop and Thred Up; to the sell and buy second-hand clothing. Thred Up’s philosophy concerning second-hand clothing determines that Millennials and women over 65 share the same outlook despite being two diverse generations. The reason being, as they grew up through economic recessions that formed more mindful consumers (Thred Up Report, 2017, p.2). According to research, (Thred Up Report, 2017, p.2), Millennials are 30% probable to consume second-hand goods, whilst women over 65 are 32%. However, Generation X and Baby Boomers are significantly lower. A consequence to the support of second-hand clothing from two dominant generations is considerably altering the views towards purchasing pre-owned items from negative to positive. Supplementary research (Thred Up Report, 2017, p.5) has determined that resale is thriving while retail is worsening. Subsequently, resale disruptors are expanding 20 times faster than the broader retail market. One element is due to resale, which satisfies discount appetite; this is a crucial influence to a woman’s consumption habits. 94% of women state they infrequently purchase clothing at full price, whilst 40% state they would not purchase from a store without discounts being obtainable. These statistics further reinforce why Depop has become so popular among Millennials in the 5 years they have been launched.

(SEE APPENDIX 4.1)

“WE ARE TRANSFORMING THE WAY PEOPLE THINK ABOUT SECONDHAND, AND WE HAVE THE CAPACITY AND THE ENERGY AND THE VISION TO MAKE THAT A PART OF PEOPLE’S LIVES FOR 20, 30, 50 YEARS”. James Reinhart, Co-Founder and CEO of Thred Up. (Thred Up, 2017)

(@NEDUSAYSHI, 2017)

CHAPTER 5

E-COMMERCE CASE STUDIES

DEPOP: INTERVIEWING SUCCESSFUL DEPOP SELLERS To gain an insight of the success of Depop and the influence it is generating, an interview was conducted with two successful Depop users; Nedusayshi and Fiercepetite (See Appendix 2.1 and 3.1). Both in which sell second-hand clothing and accessories in a creative style, in the hope to attract the attention of potential buyers. Nedusayshi, with a following of 10 thousand, states, “I have developed a theme for my Depop page in a similar way I would for a business Instagram account to help make my page consistent and appealing, ultimately leading to more interest and sales” (See Appendix 2.1). According to an article in Forbes, Nedusayshi’s statement supports one of the eight marketing strategies used to attract modern Millennials. That being to use their creative brains to your advantage and resemble a brand that represents innovation and inventiveness (Forbes Coaches Council, 2017). Research (Depop Tips, 2017) has shown that the most successful Depop users execute this well on their page and display their products in a clear and interesting way, just as an experience brand would intend to do. Both Nedusayshi and Fiercepetite curate pieces that are a combination of current trends and own personal style. As modern Millennials are the social trendsetters and influencers that structure the direction of style, it is crucial that Depop sellers reflect the current trends in their stock. By implementing this, it achieves more digital footfall on their page. Furthermore, the use of popular hashtags allows potential consumers the opportunity to specifically search for an item. This also is a contributor to page views and a large factor in their success. An additional factor to success is customer satisfaction which is often achieved through personalised customer service. Depop provides the perfect platform to demonstrate personalised customer experience and a human touch. Being constantly surrounded by digital interaction has ultimately, left Millennials yearning for human interaction, which can be accomplished on a digital device (Medium, 2016). The direct message feature on Depop enables a strong buyer-seller relationship that develops into customer loyalty. Fiercepetite, with a following of 8 thousand states, “I have a few loyal buyers who I offer promotional discounts to when they return. I take pride in wrapping my items before shipping and stay in contact with the buyer after the purchase” (See Appendix 3.1). Likewise, Nedusayshi says, “I just do everything I can to help make a buyer feel comfortable. I’ve just remained consistent, and let people know they matter” (See Appendix 2.1). The unrealistic expectations social media promotes has evidently made Millennials crave trust and honesty in their consumer brands. “Having the option to buy second hand and vintage items from the many sources available, allows buyers the opportunity to buy unique, sold out and limited edition pieces that most brick and mortar stores just can’t provide”, explains Nedusayshi (See Appendix, 2.1). This statement is reinforced by an online survey, whereby, 57% of respondents purchase second-hand clothing for style and unique aesthetics (See Appendix 4.1). A main element to why Depop is extremely successful in this present day, is their capacity to provide unique trend pieces for the new consumer which can be discovered conveniently. Furthermore, Depop’s 8 million potential stores offer the consumer a significant amount of variety, ultimately, enhancing their choice options and their shopping experience.

“IT HAS BLURRED THE LINES BETWEEN SALE AND INSPIRATION, AND HELPED MAKE WHAT HAS SIMPLY BEEN A CLICK > BUY > RECEIVE TRANSACTION INTO A CONVERSATION”. Chinedu Okafor, account holder of Nedusayshi. (See Appendix 2.1)

CONCLUSION THE FUTURE OF THE INDUSTRY

In summarising all research, it can be concluded that Depop is the innovative platform Millennials require to fulfill their consumer needs. Due to the specific tailoring whilst developing the app, they have fundamentally created a commerce platform primarily to cater for the new consumer, Millennials. Their encouragement for creativity is exhibited in their own personal Depop and Instagram account, reflecting both their brand ethos and the level of inventiveness they yearn for their app. Their consideration towards Millennials outlook on the environment and the appreciation that Millennials have financial straits, have all been applied to create a beneficial app for both the consumer and environment. They have recognised that Millennials are a generation of digital influence, so there is no necessity to go beyond the digital domain. From all the above, Depop has succeeded at amassing a loyal user base of Millennials, an achievement that retailers aspire to attain. The modernised platform has acknowledged the importance of discovering on-trend, unique secondhand pieces for Millennials. They utilise this knowledge to its full potential through the convenient explore page. This ultimately, transforms the time consuming act of searching through charity stores into a single page, whereby all the finest, unique pieces are easily accessible through one device. This is an exceedingly beneficial factor for a generation that is unable to be patient, as a result of the instantaneous nature of social media and the ability to sustain anything through one device. In addition, Depop has established the best approach to entice Millennials. They are an impressionable generation that are frequently motivated by influencers and digital gratification through likes and followers. In essence, Depop has developed a marketplace coalescing the principles of eBay with the stimulus of Instagram, and made starting a business uncomplicated and rewarding. All things considered, Depop has contributed in forming young entrepreneurs and giving them the resources to self-assuredly approach their financial issues with environmental consciousness. All the while having the ability to follow trends, whilst displaying and appreciating creativity and innovation. The success of Depop has profoundly influenced the way Millennials view second-hand clothing. Although there has been a shift, many Millennials still consume new clothing from both e-commerce and brick and mortar stores. However, with the likes of Urban Outfitters declining and online marketplaces exceeding, slowly retail stores may be futile to the younger generation. The combination of the digital age, the rise of second-hand fashion and the new consumer needs, may drastically impact the future of the industry to further become more digitalised.

FINAL WORD COUNT: 4128

(DEPOP LOGO, 2017)

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MOLLY HANDS W15021726 DE0929 PROJECT RESEARCH BA (HONS) FASHION COMMUNICATION NORTHUMBRIA UNIVERSITY