Why Depop Needs To Lead The Conversation On Sustainable Fashion
The conversation around sustainable fashion is doing the rounds like a hot potato. In just a few weeks, at least twenty articles have been published on the nation’s fast fashion habits, and it’s not just the likes of Live Kindly and Peta who are shouting about it. From London’s daily chuck-away newspaper the Evening Standard to CEO-staple Forbes, and even the conservative-leaning Telegraph - all have been churning out editorial about the importance of our retail purchases, showing that sustainable fashion is not exclusive to one political ideology or sub-culture, but that it is a far-reaching concern that has sparked an interest in people across the political spectrum.
This should come as no real surprise considering the wider cultural movements concerning sustainable living that are increasingly gaining traction. In 2019, sustainable living dominated Pinterest’s top 100 trends, with “zero-waste travel” coming up high in the travel section as well as an interest in healthy and sustainable food with alternative ingredients. Additionally, it is one of the key trends that emerged from a 2019 study of global citizens by global money transfer company, OFX. What’s more, almost daily we encounter a political figure, celebrity, influencer or corporation weighing in on the debate on social channels. At each turn people are encouraged to spare the pocket and recycle, reuse and repair their existing belongings
rather than binning them and making new purchases. Some businesses have even built their entire brand strategy around sustainability and have seen huge successes as a result of embracing these cultural trends.
Sandqvist is a great example of a small company that has grown exponentially by taking advantage of shifts in cultural norms. They have tapped into our growing conscientiousness whilst simultaneously showing that aesthetics do not need to be compromised. After all, giving the planet a helping hand whilst looking good is an easy sell, and you need not look too far before you spot one of these on-trend leather-strapped, organic-cotton beauties.
However, it is not just eco-conscious start-ups who are capitalising on recent behavioural shifts; H&M, one of the world’s largest multinational clothing companies, has altered its vision and strategy and now aims to lead the change towards a more renewable fashion industry. In 2018, the company won a number of awards and was recognised in the Dow Jones Sustainability Index with the highest score in their Environmental Reporting category. The adoption of the sustainability mantra by both emerging and established brands shows the global concern and collective burden shared by all in society, regardless of influence or stature.
This highlights the sheer power of the sustainability conversation. Concern for the environment is perhaps the most unifying of all human truths – and it is gaining momentum with a younger generation who have the confidence to act on their beliefs.
Depop has credibility with youth audiences. Your proposition is authentic, community minded and creates tiny micro moments of positive change. We believe there is a huge opportunity to take a lead role in the sustainability conversation. You cannot outspend, but you can out-agitate. And we believe young people – cash strapped, environmentally concerned and ideologically demoralised – are ready to listen.
So, how might you grow your brand?
Here are three fast ideas that can be actioned through media and partnerships:
Tell your story with a rallying cry (and drive awareness and consideration) - You could partner with a single media owner, such as Spotify, Bauer or Channel 4 to double down on your core audience and inspire them think more sustainably about their Christmas shopping. Last minute investment into a single media partner often yields significant media value, and we can help you access media inventory that would normally be off limits.
Build your distribution network and physical availability - If we think more broadly about sustainable ecosystems, the Highstreet and local communities are desperately in need of your voice. We could take the Depop proposition offline and help drive much needed footfall back to the Highstreet. We could partner with established retailers like Topshop and Urban Outfitters - popular amongst your core audience – to set up in-store concessions and create a different kind of customer experience, whilst bringing second hand to the high street in a more curated way and amplify through local media partners.
Open a new market - following the success of other online retailers such as ASOS, The Outnet, Kidly, and Shop Direct - Depop could launch their own recycled clothing range, with a portion profits being invested into relevant charitable causes. We could help engage the right influencers to co-create a range of product with you and drive meaningful reach through social channels.
Deniz Karaman Strategic Thought Leadership for Depop at dentsu X (2019).