Why do Gen Z love Depop?

At We are Family, we are always interested in understanding what products and services are ‘hot right now’ for different audiences. We’ve identified Depop as a platform which Gen Z are particularly engaged in and we wanted to know a bit more about why that is. Not only do we have statistical facts such as the fact that 90% of active Depop users are younger than 26 to support our claims, but we also spoke to a few avid Depop users who told us a bit more about why this generation might be so fascinated by the retail/social media hybrid app.

Six reasons why Gen Z love Depop:

58% of Gen Z want to own their own business and Depop definitely provides a platform to begin that journey. It’s not unusual for sellers to build a big following on Depop and turn their page into a full functioning online shop and brand. For example, Bella McFadden (24) became the first Depop seller to make £1M through selling old clothes. Even if users don’t become this successful, their Depop provides a bit of a ‘side hustle’, allowing them to explore an entrepreneurial endeavor whilst also making a few more pennies to foster their lifestyle!
The rise of the influencer isn’t anything new, but depop capitalises on the popularity of engaging with someone relatable and personal. Buying from an influencer who has a unique style and tone of voice is more appealing for Gen Z than a big brand whose voice might have become bland or homogenised by what they think the majority of society want to hear and buy from
At its conception, buyers on depop could find their vintage desires for cheap prices. Recently however there has been talk about the ‘gentrification of depop’, where certain products have a resale value much higher than their RRP. Demand has meant that for some, much sought after items, the prices have soared (which many users are willing to pay!!), however don’t worry too much, there are still bargains to be found if you
It’s uniqueness and originality is also captivating. One-off pieces that contribute to creative outfits, feed Gen Z’s desire to stand out from the crowd. It’s exciting to know that if you find something you like, the chances of someone else having it are very slim! There has been a shift to owning your own bespoke style and being unique from your peers - Depop offers a wealth of fashion choices that the high street just can’t match up to
The vast majority of Gen Z shoppers prefer to buy sustainable brands, and they are willing to spend 10 percent more on sustainable products than other age cohorts.The focus of Depop heavily lies with reusing and upcycling pre-loved clothes, and with fashion as a whole contributing to 10% of global carbon emissions - for Gen Z an attainable solution is using Depop
With Gen Z consumers expecting brands to be transparent and sustainable, shopping at more ethically focused stores that align better with their morals is actually becoming a fashion statement in its own right. Gen Z have reacted badly to stories about PLT, Boohoo and Shein all mass producing their clothes in majorly polluting factories in China as well as various scandals about unlawful treatment of employees. Depop’s small and local reseller approach helps Gen Z obtain the fashion they want in a way that feels more in line with their ethics and morals

As with many success stories, Depop's rise to glory is not the result of a single thing, it is the conflation of many trends and unique circumstances coming together. In particular, Gen Z’s desire for a more morally aligned retail option combined with their lives being lived out (for better or worse) via social media meant Depop was perfectly poised to welcome this highly lucrative shopping cohort.