Business Problem:

Brand Share—We want people looking for unique, secondhand, and vintage items to come to Depop first.

Consumer Narrative:

Wild Wanda, queer 21-year-old, living in Bristol, England.

She is studying fashion at the University of Bristol.
She loves loud, fun colors and patterns but is nervous to express them through her clothing and personality.
She works a job that requires her to wear a boring uniform.
She loves to try new things and wants to experiment more with her fashion.
She works at her university dining hall to help pay for school and her fashion addiction.

What People Are Saying:

“What you wear can inform passersby of your type of employment, as well as your ambitions, emotions and spending habits… Clinical psychologist Dr. Jennifer Baumgartner literally wrote the book on this phenomenon, which she calls the ‘psychology of dress.’ In ‘You Are What You Wear: What Your Clothes Reveal About You,’ she explains not only how psychology determines our clothing choices, but how to overcome key psychological issues your wardrobe might be bringing to light in your everyday life, or even at work.”

"The worst clothing is the kind that tries to undo, ignore or hide where or who you are, or the kind that shows you didn't pay attention to your body/age/situation ... Any clothes that prohibit you from doing your job well send the wrong message."

— Forbes, What Your Clothes Say About You (2012).

Truth & Tension:

Truth: It’s hard to find ways to express myself.

Tension: I want to experiment with fashion but don’t know where to start.

Mini-Manifesto:

Self-expression shouldn’t feel out of reach—but sometimes it’s hard to know where to start. That’s where Depop comes in. We make it easy to experiment with fashion and discover the one piece that transforms your style from ordinary to unforgettable. Whether it’s a bold jacket, quirky accessory, or vintage treasure, Depop helps you find what makes you pop. Because your style should be as unique as you are—and sometimes all it takes is that one standout piece to let your personality shine.