What is Depop's phone number
Depop: The stars of this social selling app have a turnover of 330,000 euros a year with vintage fashion
Building a fashion empire out of your own bedroom - with this promise, the British second-hand marketplace Depop is trying to win over users. Apparently with success: According to the company, more than ten million users are already registered on Depop. The most successful among them have six to seven-digit follower numbers, generate annual sales in the six-digit range and are now building their own brands. OMR is deeply immersed in the Depop cosmos, has spoken to the German saleswoman with the greatest reach and explains the mechanisms of the platform.
"Myspace famous" is written on a T-shirt in which Isabella McFadden (better known as "Internet Girl") posed on Instagram in January 2016. Anyone who has witnessed the wedding of Myspace and is now scrolling through McFadden's Instagram posts and their second-hand offers in the marketplace app Depop, it may seem as if Myspace has never been gone. McFadden wears and sells second-hand fashion and accessories that might seem familiar to those who still know the emo look from the noughties and who use terms like Suicide Girls, Hot Topic, Gothic and Nu Metal. What was trendy 15, 20 or 25 years ago is currently being washed up again by the retro cycles of the fashion world.
The latest posts on Isabella McFadden's Instagram account
Vintage hustler since her teenage years
The items McFadden sells often come from thrift stores, which are stores that typically sell used goods for charitable purposes. Together with her boyfriend, she searches through entire shops, makes a selection and then at the end again critically selects what she really buys in the furniture department, the young American told Vogue in 2017.
McFadden is 23 years old today; when the fashion she sells today was hot, she was just a kid. She has been buying and selling vintage fashion since she was 17, as she tells us in another interview. She has been running her own YouTube channel as "Internet Girl" since 2012, and in 2015 she first became known under this name through Tumblr and an obscure short film. A few years later, after dropping out of college due to mental illness, she starts selling second-hand fashion on Depop.
"For 150 US dollars I can put together a whole outfit for you"
Even before Instagram had announced that it would integrate a shopping function, Depop was already the “Instagram of shopping”. Users can follow other users, make comments and like articles - but also post and sell offers, buy articles from other users and submit reviews. The app was created in 2011 from a shopping app from the lifestyle magazine PIG (“People in Groove”). Today Depop has more than ten million users according to its own information; An article in New York Magazine this August even mentions 15 million users. The user growth is apparently being driven by the community and retro trends.
Isabella McFadden's instinct for such trends has made her one of the best-known "depop influencers". Today 578,000 people follow her on the platform; It has generated 23,000 sales so far. Apparently, her “bundles” are particularly in demand, as part of which she puts together a complete outfit for buyers - at a price of 150 US dollars. Buyers must tell McFadden what size they are and what style they want. For example, it can be called "90's Grunge meets baddie", "Glam Pixie Nymph", "CEO Goth Freak" or "Y2K Streetwear Weirdo".
This is how "Internet Girl" advertises its bundles on Depop
Now comes Internet Girls own brand
The number of items is limited: According to McFadden, only 20 bundles per week can be purchased through Depop; then the offer is stopped. With the curated outfits, she has apparently built up a considerable reputation. Various other Youtubers have shot unboxing videos of their “bundles”; several of them achieve high five-digit visits.
In the meantime, McFadden is so well known that she is building her own brand under her stage name, under which she has previously sold fashion jewelry - also on her own website. "My income is in the six-figure range," she told New York Magazine in August, without giving any details about the period in which she generated this income. At the Noah Conference in Berlin in November 2018, a manager of the company explained that the Depop top seller had turned over 300,000 in the previous year - without specifying the currency or naming the seller.
79,000 euros profit with second-hand streetwear
In any case, McFadden is not an isolated case. Nikole Edwards from California runs the “Cyberspace Shop” on Depop, in which she sells fashion jewelry and accessories in the Love Parade look at prices between 12 and 40 US dollars. 125,000 users follow her account and she has posted almost 32,000 sales so far. If you calculate with an average sales value of 20 US dollars, Edwards would have turned over 640,000 US dollars so far. And the margin is possibly even more attractive with costume jewelry than with second-hand fashion.
British student Oliver Purnell runs “Oliver’s Archive” in Bristol and sells second-hand items from streetwear labels such as Supreme and Palace as well as established luxury brands on Depop. 81,000 users follow him, and Depop counts 2,100 sales for his account. In June 2018, the then 19-year-old told Vice that in the previous year he had earned 294,000 pounds sterling (around 330,000 euros at the current rate) in sales and 70,000 pounds (around 79,000 euros) profit through Depop.
Chiara Ferragni holds shares in Depop
In addition to such “native Depop influencers”, numerous celebrities also sell on the platform: the US Youtuber Tana Mongeau (who was apparently not entirely reliable when sending the articles at the beginning), the US musician Madison Beer and the one from “Game of Thrones” “Well-known British actress Maisie Williams, who says she donates her proceeds from sales to charities. The Italian super influencer Chiara Ferragni was Depop's first official “ambassador”, has accumulated 1.8 million followers on the platform and, according to Depop founder Simon Beckerman, also owns shares in the company.
In addition to such top dogs, there are a number of smaller sellers in the app who turn over four-digit amounts per month: The British Thidarat Kaha, for example, who, according to the Guardian, has around 6,000 British pounds a month with 44,000 followers. Apparently the platform has already attracted the first dropshippers who order new goods in China after a purchase and have them sent directly to the buyer from there. The dealers have to cede ten percent of the sales price of the respective article to Depop as a fee; Then there is another 2.5 percent fee for the commercial use of the PayPal payment service.
There is still room for improvement in Germany
In Germany, depop is apparently not yet that widespread. The Berlin app analytics tool Priori Data estimates that the app has only been downloaded 244,000 times across operating systems in this country. In comparison, the second-hand platform Kleiderkreisel (internationally active under the name “Vinted”) is significantly more successful in Germany with (according to Priori-Data estimates) 6.7 million downloads. Unlike Depop, however, Kleiderkreisel is more geared towards private sales. According to the Kleiderkreisel GTC, commercial providers must obtain the company's consent in order to be able to be active on the platform.
With 15,000 followers, Paula Louise Lange from Berlin is possibly the German saleswoman with the greatest reach on Depop. The 25-year-old sells on the platform under the name "louisenkind"; mostly costume jewelry, but also a few second-hand items of clothing. She currently cannot make a living from that, as she explains to OMR on the phone. 192 sales have been recorded since she registered on the platform in June 2018.
The Follow / Unfollow method is also blooming on Depop
A Depop saleswoman who follows 86,000 users (edited screenshot)
Tips from the Depop forum on Reddit would have helped drive their follower growth, explains Lange. Anyone who browses the Depop “subreddit” will come across tips that social media savvy people may also be familiar with from other platforms: for example, to follow as many users as possible. "I only follow users who I can see that they like things like the way I sell them," says the Berliner. As a corresponding Google search shows, similar to Instagram, there are already bots for Depop that automatically follow other users for the retailers. Their prices range from $ 15 a month to £ 75 a year.
Because the sellers can see who has viewed their items, some depop sellers also try to win customers via direct messages: “A lot of people write to the users who have viewed their items but have not bought anything, like 'Why did you You haven't bought anything? 'But I find that annoying, ”said Lange.
The international competition is great
Another "growth hack": changing the location of the posted item. "Then the articles will also be shown to other users who do not necessarily come from Germany," said Lange. “I explicitly write in the item description and in my account bio that I am sending from Berlin. With this method I got a few more sales. "
Whether Lange will be able to reach more customers from Germany in the future will depend on how well Depop will be able to prevail over Kleiderkreisel. Internationally, Depop not only has to assert itself against clothing spinning top operator Vinted, but also against such partially highly financed competitors as Poshmark, Thredup, StockX, Grailed and (because of the announced shopping function) possibly even Instagram. They are all fighting for shares in the global resell market. Thredup predicts that the market will double to more than 50 billion US dollars in volume within the next five years.
Holtzbrinck believes in Depop
However, the makers of Depop are not exposed to the competition "defenseless": In three financing rounds so far, the company has raised a total of 105.6 million US dollars; the last round in June 2019 was worth $ 62 million. One of the first investors was the investment arm of the German publishing house Holtzbrinck. Nothing is known about the company valuation. But it would be very astonishing if it weren't for well over half a billion US dollars.
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