In collaboration with Breon Dorman & Morgan Living

Depop is an online marketplace where fashion enthusiasts can buy and sell second-hand clothing, accessories, and shoes. It's a space for discovering unique, niche styles and connecting with like-minded sellers who share your fashion tastes. Beyond just clothing, Depop lets you curate your own personal closet by following sellers whose finds match your style, creating a one-of-a-kind collection of pieces that tell your story.

THE PROBLEM

What started as a community for sharing and selling unique styles and second-hand clothing has now become dominated by mass resellers, stripping away the magic. The platform that once celebrated individual fashion curators and artists now feels overrun by those more focused on profit than the spirit of creativity and discovery.

THE AUDIENCE

Thrifters aged 18-26 that have an avid love for second-hand shopping and want a way to do it at home. They are environmentally conscious and care about their wallets, the planet, and how their style is shown to others.

Shopping online is very different than thrifting in person, but these are open minded thrifters who wish to find alternatives to the in store thrifting experience but still want that “personal” touch that thrifting gives them.

Nee, VCU Student

“I like knowing that it has a story behind it or someone didn’t need it anymore, so being able to put it in my closet and being able to give it to someone else is nice”

Liv, VCU Student

(on the wallet she found from a thrift store) “I found a picture of like this family that was black/white and it was really old but it was really cool. I don’t know it’s just a cool story to tell.”

Naomi, Buffalo Exchange Thrifter

“I love when I find a cute pair of jeans that are like broken into.”

THE KEY INSIGHTS

Thrifting is all about getting better quality for a lower price. It’s an opportunity to find well-made pieces that last longer without breaking the bank. It’s also a way to bond with others. Whether you’re hunting for gems with friends or sharing your unique finds with fellow thrifting enthusiasts. And, unlike fast fashion, thrifting avoids cheap materials and mass-produced items. Instead, it’s about curating a wardrobe with more sustainable, thoughtful pieces that stand the test of time.

THE STRATEGY

Become the hub for people to find clothing with a purpose.

We can provide a platform where people are more comfortable sharing the stories from the clothes they are selling, and create a sort of community for avid thrifters

THE APPROACH

What started as a community for sharing and selling unique styles and second-hand clothing has now become dominated by mass resellers, stripping away the magic. The platform that once celebrated individual fashion curators and artists now feels overrun by those more focused on profit than the spirit of creativity and discovery.

1

Show genuine effort into becoming a safe space

Partner with eco-conscious and style-focused influencers to promote purposeful shopping.
Localized Activations: have pop up shops to educate people on sustainable shopping and upcycling.

2

Shine a spotlight on special sellers

User Stories Campaign: Depop Diaries: Showcase unique sellers actively trying to show their artistic abilities.

3

Flag Resellers

Interactive Shopping Features
Purpose Tracker: Introduce an on-site or app feature showing buyers the impact of their purchases—like items saved from landfills or the number of local sellers supported.