Depop’s Hybrid Store Doubles as Brand Comms HQ
Depop, a British reselling platform inspired by social media, has opened its first mixed-purpose retail format in Los Angeles.
Courting Gen Z’s entrepreneurial mindset (75% of users are under 24), the hybrid space encompasses a store, pop-up space, and a photo studio for rent. Workshops invite people to gather, learn and socialise.
Additionally, the hub is home to Depop’s marketing office and acts as the brand’s headquarters for social media content production. Everything going on in store is repurposed into aspiring content by an on-site brand communications team.
Located in LA’s hip Silverlake district, the brightly coloured 1,000 sq ft space sells a rotating curated display of the platform’s most-coveted items from popular local sellers – with a pop-up space showcasing items from top individual vendors. The store features a seating area and a studio, available to book for free via Depop’s app, where skilled staff help users take professional-style photographs of merchandise for their microsites on the platform.
Consumers are invited to take part in free workshops hosted on site such as How to Style Fashion and Lifestyle Photos and How to Build a Brand.
Depop plans to open further physical locations – including in New York later this spring, and in London and Milan next year.
To read more on the lucrative $20bn resale market – which is forecasted to reach $41bn by 2022 (ThredUp, 2018), see Destination Teen: Targeting Youth and Sneakerheads Unboxed. See also Brand Spaces 2018/19.