Depop has grown alongside the explosion of resale fashion. The global secondhand apparel market is projected to reach $367 billion by 2029, and the U.S. secondhand fashion market grew by 14% last year, according to fellow resale platform ThredUp’s latest Resale Report.
Beyond Depop’s core audience of Gen Z, the brand now sees new groups embracing the platform, such as parents buying secondhand clothing for their children, said Birdie.
Yet as circular fashion becomes more popular, Depop wanted to show that it’s “a cultural norm, not just an alternative—resale can be an easy, everyday habit for anyone,” she said.
A fresh tone
That goal meant changing the tone of Depop’s advertising.
“We wanted to move past the educational copy we have historically used in our campaigns, and lean into a more emotive and cinematic way of storytelling,” said Birdie.
That’s where the idea of taste informed the campaign. The new tagline, “Where Taste Recognizes Taste,” is about highlighting the “taste level and human connection” on Depop, Barrett said.
Depop and Uncommon also wanted the ads “to be welcoming,” said the agency’s creative director Katie Dinardo. “There’s a perception among some older millennials who might not think their stuff belongs on Depop, or that people won’t want it.”
As the campaign evolves, Depop will continue to emphasize its community and “spotlight the real people behind the platform: the passionate sellers, buyers, and style twins who find each other through shared aesthetics,” Birdie said.
“Secondhand isn’t only sustainable, it’s also where the most interesting, personalized wardrobes are built through genuine style connections within our wildly diverse and global community,” she added. “It’s one thing making secondhand accessible, but it also needs to be exciting.”
