Welcome back to another week of advertising alchemy. This week, we’re revealing the secret formula behind how online retailers are able to create magic in their brand to captivate consumers – better known as the Unique Selling Proposition (USP). Read on to uncover how this powerful tool can enchant your audience and outshine your competitors.
But first, what does this 3 letter acronym even mean? A USP, or Unique Selling Proposition/Point, is a characteristic that distinguishes your product from competitors; it’s how you stand out in the market. Knowing the right way to position your brand and products to customers can mean the difference between standing out, or blending in.
When considering online sellers, it’s especially crucial to have a USP in order to attract consumer attention in today’s fast-paced digital world. If you’ve ever scrolled through Depop, I’m sure you’ve noticed the overwhelming number of sellers offering very similar products. Some of these sellers seem to know what they’re doing – curated feeds with similar product aesthetics, high-quality photos, well-thought descriptions – while other sellers haven’t quite got it, yet. In a crowded marketplace, having a USP is what helps sellers efficiently attract the right customers.
The Power of a Strong USP in the Digital Age
In our overcrowded digital world, consumers are constantly bombarded with ads, products, and content. As social media and constant phone usage continues to limit attention spans, sellers need to leverage the few critical seconds they have to communicate their USP and attract those potential customers. Additionally, as people often engage in mindless scrolling, USP’s need to be compelling enough to catch the eye of consumers so as not to blend into the endless stream of content. When it comes to emotions, a strong USP can create a bond between the seller and the customer. If a person feels more connected to a brand’s message, they will be more likely to buy.
Crafting Unique Selling Propositions in the Depop Marketplace
Depop is a circular fashion marketplace where anyone can buy and sell secondhand fashion. With the goal of gravitating towards a circular economy, Depop encourages people to extend the lives of their clothes and shop secondhand (Depop, 2024). There are approximately 35 million users registered on Depop, and over 34 million items available for sale (Depop, 2024). For buyers, that means there’s a lot of items they might be interested in. For sellers, this means they have a lot of competition.
This is where having a strong USP comes into play. It is basically impossible to target all 35 million users on Depop, so sellers need to narrow down their target market. Many users segment their Depop shops according to age demographic and style (example: vintage, 2k fashion, sportswear, designer, etc.). These sellers are then able to understand the needs and wants of their buyers better; they can better curate their item selection, understand what pricing models work, and advertise their store to a more niche group of individuals. Recently, Depop published a report titled “Top Sellers on Depop”, breaking down some of the most successful shops in every fashion niche. Let’s analyze a few of my favourites to see what sets them about from the millions of other sellers on the Depop app.
A UK based seller, Bad Mouth’s shop is carefully curated with the best high-end vintage items. With an assortment of Prada shoes, Diesel leather jackets, and Jean Paul Gaultier dresses, these items are highly priced, matching their rare and unique selection. Their Depop feed is also aesthetically pleasing, with a consistent cement background that draws attention and creates contrast to the pieces, and the organized layout of the items. From what I’ve gathered as a potential customer, Bad Mouth’s USP is curated, high-end vintage fashion from luxury brands. Through their carefully selected and rare product collection, they cater to fashion-conscious consumers who value exclusivity and quality. Their focus on premium, hard-to-find items sets them apart from other sellers on Depop, providing accessibility to a niche group of consumers.
A seller of locally sourced 90s-00s fashion items, @2cool2chuck, or Meghan’s shop, is a leader in the y2k fashion favourites based in Australia. Her selection of unique items is moderately priced, consistently matching the value and demand of their brands. Each of her photos are high quality, showcasing the item with a simple background clear of clutter. Her USP might be something like this: affordable, high-quality y2k and vintage finds with a local Australian touch. By emphasizing that her items are locally sourced and positioning her shop as a go-to destination for 90s-00s fashion enthusiasts, this shop caters towards budget-conscious shoppers looking for unique pieces. Alongside the high-quality presentation, this selling point allows Meghan to stand out against competitors.
Final Thoughts
In an overcrowded marketplace like Depop, standing out isn’t just an option, it’s a necessity. As we’ve discovered, a strong Unique Selling Proposition can be the key to transforming your brand into something magical. Finding your shop’s unique touch and communicating it clearly is essential for connecting with the right buyers. So, the next time you shop on Depop, or any online retailer, pay attention to what draws you in. Or maybe you can apply these techniques to your own shop.
Works Cited:
Depop. “About Depop | Depop Newsroom.” Depop newsroom, 2024, https://news.depop.com/who-we-are/about/. Accessed 23 September 2024.
Depop. “Top Sellers on Depop.” Depop Blog, https://blog.depop.com/articles/top-sellers-on-depop. Accessed 23 September 2024.
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Thank you for reading and I’ll see you next week for another dose of advertising alchemy! -Adie
Adie’s Advertising Alchemy 
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