Raised on a digital diet, second-hand-savvy Gen Zers have changed the shopping landscape, and Depop influencers are at the heart of this shopping revolution: they’re bringing the currency of clout and cashing in by serving sustainable looks. How can brands get in on the action, too?
Olivia Yallop is a brand strategist and trend analyst specialising in social media, youth culture, and the creator economy. She builds next-gen identities and marketing experiences for clients across the fashion, beauty, and lifestyle industries including Nike, Adidas, Depop, Disney, and Converse. Olivia also lectures at LCF and contributes to research and media covering the social/digital space, including as a regular talking head explaining internet trends on Times Radio. Her first book, Break the Internet, was published in November 2021.
Olivia Davies is the founder of Phussy Couture, a Depop store, which has over 30,000 followers. Alongside Depop, she is a freelance fashion stylist and creative producer.
Steve Dool is the head of brand partnerships at Depop. Prior to joining Depop, he was a brand consultant who specialised in working with fashion and luxury brands.
Mica Anthony is a content writer with a passion for fashion and all things beauty, who has written for the likes of gal-dem and WAVE Magazine. When she’s not trawling social media for her next fashion look, she’s expanding her Depop empire or discovering an emerging music producer.
P2P resale platforms such as Depop have boomed in recent years, but do brands have anything to fear from these digital communities? Canvas8 spoke to Dr. Catherine Armstrong Soule, an assistant professor Western Washington University, to discover how social selling impacts brand perceptions and loyalty.
In a partnership that combines two seemingly conflicting retail concepts, Depop sellers are being hosted at a pop-up in London’s Selfridges department store. As second-hand social commerce gains popularity, luxury outlets and brands are keen to get in on the action.
Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?
As fast fashion begins to fall out of favour due to mounting ethical and environmental concerns, the market for second-hand clothing is surging. But how exactly can buying pre-loved apparel help people live more sustainably? And what other factors are fuelling the resale segment?