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How fashion resale site Depop tapped into the minds of Gen Z

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Just about every company and brand wants to understand how Gen Z operates. But few are as tapped into this generation as Depop, the social shopping app that launched in 2011 and has since grown to 30 million users, 90% of whom are under the age of 26.

They use Depop, which Fast Company recognized as one of this year’s Most Innovative Companies in Retail, to buy and sell vintage fashion, second-hand streetwear, and one-of-a-kind items; to connect with one another; and to spot and participate in emerging fashion trends. Depop’s robust community caught the attention of e-commerce giant Etsy, which acquired Depop over the summer for $1.6 billion.

On this week’s Most Innovative Companies podcast, Depop CEO Maria Raga, who joined the company in 2014, talks about how to build a social commerce community that captures the hearts and minds of younger users.

It starts with having a strong sense of purpose. “We didn’t build this platform necessarily for Gen Z,” Raga says. “We basically have a set of values that........

© Fast Company

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