Samsung Galaxy today announced a new partnership with popular fashion resell platform Depop. The union aims to help sellers on the peer-to-peer social app optimize their impact among Gen Z users looking to enhance their unique looks and sell more effectively. Supported by a joint ad campaign, the new partnership also seeks to capitalize on the growing ‘side hustle’ trend among younger consumers who are looking to make extra cash by selling their clothes and accessories online.
What the deal entails
● Samsung Galaxy and peer-to-peer marketplace and resell site Depop have teamed up to “bring new life to video on the platform” with What To Flex. This new space within the Depop app enables sellers and creators to “show off individual style centered around seasonal and cultural moments,” per a Samsung statement.
● The new collaboration is targeted at Gen Z users in particular, who account for more than 90% of Depop’s user base.
● What To Flex is a promoted feature housed on the “Explore” page of Depop.
● Depop suggests that various Samsung Galaxy models could offer unique value-adds to sellers on the app, saying in a statement: “The Galaxy S21 Ultra makes your outfits shine with pro-grade video; the Galaxy Z Fold2 gives you flexibility to up your side-hustle; the Galaxy Z Flip helps you take hands-free photos and videos.”
● In conjunction with the launch, Samsung and Depop have released a joint ad campaign created by R/GA, a New York-based marketing, brand and customer experience consultancy.
Why it matters
● Depop is among the most popular mobile commerce sites among young people. Increasingly, Gen Zers and millenials are turning to resell platforms like Depop to make some extra cash by selling their used clothes and accessories.
● Etsy acquired Depop earlier this month for a reported $1.6 billion.
● The Samsung-Depop deal could benefit the brand’s image among young consumers and engage them in new, relevant ways. Research by Flurry Analytics indicates that a large portion — some 32% of all Gen Z smartphone users use an iPhone, compared to just 21% who use a Samsung device. The differential is even higher when comparing female to male users. As it stands, Apple has a significant marketplace advantage among younger consumers. Samsung’s efforts to appeal to Gen Zers with Depop and other brand partners could help it recover some lost ground.
● Video is becoming an increasingly relevant tool in the world of ecommerce and m-commerce. “In the evolution of commerce post-pandemic, shoppable video will become more integrated into mobile-first experiences,” Samsung's statement asserts that 96% of shoppers rely on product videos when making a buying decision. “Samsung bringing video to the Depop platform is one example of how shoppable video can come to life on social."