Depop’s CMO explains the “four Cs” that underpin the brand’s strategy
How the fashion resale app is making second-hand a first choice
“People come for the clothes and stay for the culture,” says Depop CMO Peter Semple, who heads up the second-hand clothing platform’s global brand and marketing teams. “It feels like a place where you can show up and be yourself.”
In this excerpt from the talk Culture, community, collaboration & commerce / Depop at D&AD Festival, Semple shares insights into the marketplace’s “four Cs.” These are the brand’s fundamental focus on community, culture, collaboration and commerce.
He discusses how, although the brand is driven by youth culture — having grown up alongside Gen Z — with more than 30 million garments available on the website at any given time, Depop isn’t solely aimed at a Gen Z audience. The brand’s platform functions to tap into the message of conscious consumption, drive a meaningful audience affinity, and brings the opportunity for brand advocacy at scale.
Watch more highlights from D&AD Festival talks here.
