Dive Brief:

• Online fashion reseller Depop today (Sept. 2) launched a multichannel campaign that spotlights the emotional connection tied to secondhand shopping, according to details shared with Marketing Dive. 
• “Where Taste Recognizes Taste” includes a 60-second spot that introduces the idea of a “Depopelganger,” or two people who are worlds apart but brought together by their shared fashion sense. The campaign was made with Uncommon Creative Studio.
• The effort will span out-of-home, streaming radio, connected TV and paid social. As the secondhand apparel market continues to grow, the campaign is meant to support Depop’s U.S. business, an objective it has supported with other marketing this summer. 

Dive Insight:

Depop is shining a spotlight on the emotional connection tied to its platform with “Where Tastes Recognizes Taste,” a campaign that focuses on the thrill of feeling “seen” when someone appreciates a seller's style by purchasing their fashions. The effort is meant to support the company’s growth in the U.S. at a time when the secondhand apparel market in the region continues to expand, expected to reach $74 billion by 2029, according to ThredUp data.

“When someone buys your item on Depop, they’re doing more than shopping — they’re validating your taste,” said Sonia Biddle, Depop’s interim chief product officer and marketing leader, in release details. “This campaign is about celebrating that human connection when someone sees your listing and thinks, ‘That’s the one for me.’”

Key to the effort is a 60-second spot that begins with a person standing in a red sweater that begins to unravel as a thread is pulled by an unknown source. After a lengthy pursuit, one that includes dodging oncoming traffic and being dragged through a water fountain, the person is connected with another individual — their “Depopelganger” — who is now wearing the same sweater, as a tagline appears that reads, “someone on Depop really wants your style.” 

The campaign will span OOH, Spotify and SiriusXM, CTV including Disney, Amazon, Roku, Netflix and YouTube TV and paid social across TikTok, Meta and Pinterest. Beyond its latest effort, Depop launched “Depopamine” in the UK, a campaign meant to tap into the thrill of finding a hidden gem. In June, the brand also launched a OOH campaign in New York City celebrating secondhand fashion under the banner “New York is on Depop,” an effort also strategized to support its growth in the U.S.

Depop was founded in 2011 and has 43.5 million registered users, per release details. The brand became a wholly owned subsidiary of global marketplace Etsy in 2021 and operates as a standalone company. Depop reported $249.6 million of general merchandise sales in the second quarter, up 35.3% year-over-year, according to an earnings statement. The brand also reported 54% year-over-year growth in the U.S. during the period.

Other brands have sought to tap into the current hype surrounding secondhand fashion, including American Eagle, which teamed with ThredUp to launch an online resale shop for vintage and secondhand garments in 2023. Heinz also teamed with ThredUp for a fashion collection of thrifted clothes embellished with ketchup stains.