DEPOP PEER-TO-PEER FASHION

Depop is a London-founded peer-to-peer fashion marketplace that has become one of the most influential platforms for secondhand clothing among Generation Z consumers. Launched in 2011 and acquired by Etsy in 2021 for $1.6 billion, the platform has over 30 million registered users in 150 countries. Depop's design innovation lies in its social media-inspired interface: seller profiles function like Instagram feeds, with curated aesthetics, followers, and likes. This social layer transforms secondhand shopping from a budget necessity into a creative, aspirational activity. The platform's peer testimonial system — where buyers rate sellers and share styled photos of purchased items — builds trust and normalises pre-owned fashion. Research by ThredUp credits platforms like Depop with shifting Gen Z attitudes: 62% of Gen Z shoppers now look for secondhand items before buying new. Depop demonstrates how UX design choices can fundamentally reshape cultural attitudes toward product reuse.