Depop is one of the fastest-growing secondary markets in the world for vintage clothing and one-of-a-kind finds. But it also has become a bastion for the Gen-Z aesthetic, with one of the strongest communities of artists, creators, activists and designers around.
Challenge: Depop lacks awareness in the US as well as faces a slew of competitive platforms that offer a similar service to Depop but lack the brand’s personality, ethical perspective and youthful spirit.
Approach: For Depop, Kingsland has worked as a strategic partner for all things brand and marketing, especially in the US – the platform’s fastest-growing market. We focused on amping up sustainability messaging as a vintage-focused service, created talking points for C-Suite executives around the importance of Depop’s unique community and emphasized the entrepreneurial spirit implicit in the success of Depop’s top sellers. This including contributing to a brand repositioning with a focus on Entrepreneurship, Sustainability and Self-Expression as resonators for our largely (90%+) Gen-Z audience and the creation of Depop Live – the brand’s first event in the US, with panels from Heron Preston, Internet Girl, Gully Guy Leo and more. Kingsland also participated in the brand’s Texas Expansion strategy, including Megan Thee Stallion’s Depop shop launch.
Categories: Brand Strategy, Launch Strategy, Creative Strategy, Copywriting, Positioning, Corporate Leadership, Influencer, Culture