Depop, the UK-based fashion marketplace app with a cult Gen-Z following, has launched its first dedicated marketing campaign in Texas. As a part of its on-going expansion across the U.S., Texas represents Depop’s third-largest market behind New York and Los Angeles. The campaign, shot by long-time collaborator Amanda Adams, features nine hand-picked Depop sellers from Austin, Dallas, and Houston who embody the creative, diverse, and entrepreneurial spirit celebrated by the app’s 15 million users globally.
“We think of our brand and identity as an open platform to showcase our community’s breadth of aesthetics, taste, and creativity,” said Peter Semple, chief marketing officer at Depop. “Our communities in Texas bring a fresh perspective and hustle to Depop – their commitment to thrift and design culture is a natural fit for us. We’re excited to celebrate these true hometown heroes and use our influence to help our Texan base to build their businesses.”
The campaign spotlights the musicians, business owners, LGBTQIA+ advocates, students, and Gen-Z personalities who comprise Depop’s budding Texas community. Featured sellers include Drew, 27, who with his wife runs one of Houston’s most popular vintage stores, frequented by Travis Scott and his roster of Cactus Jack artists, while University of Houston senior Olivia, 20, has been a Depop user since 2017 and runs her Depop full-time, specializing in vintage and designer clothing inspired by her obsession with fashion history. Erica, 27, has been on Depop since 2015 and runs her shop as a full-time job in Austin.
Depop’s campaign will be imagined through local out-of-home ad placements in Austin, Dallas, and Houston including billboards, wildposting, and bus wraps as well as digital media, starting this month. The campaign was formed around a much larger effort to introduce Depop in the Lone Star State and support local sellers through key cultural events already established across Texas including Houston’s Dated Faded Worn convention this past September and Austin’s bi-annual market event at Laissez Fair in late October.
With retail spaces in New York and Los Angeles, Depop continues to see strong organic growth in the U.S. which is projected to become its largest market. With two physical retail stores in New York and Los Angeles, Depop is among the top 25 most popular shopping apps in the U.S. by daily active users and expects to grow its community of U.S. users to 15 million in the next three years.