Virtual fleamarket Depop aims to be fashion’s ‘most diverse and progressive home’, but its users are still grappling with the industry’s oldest issue
Capturing the attention of the discerning late millennial and Gen Z crowd is a marketer’s dream. It’s a dream that Depop – a platform for buying and selling secondhand and homemade clothes – is fast realising.
The UK-based virtual fleamarket launched in Australia just over a year ago, and now estimates around one quarter of Australians between the ages of 15 and 29 have signed up. That’s more than 1 million young people drawn to their message of environmentally-friendly fashion, wrapped in an achingly cool influencer aesthetic.
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