The Catch:
Depop wasn’t just up against eBay, the granddaddy of online reselling. It also had to fight the biggest boss-level villain of all: the cult of newness.
In a world raised on fast fashion hauls and micro-trends, getting people to love second-hand again was less “business strategy” and more “behavioural miracle.” So how did Depop turn thrifting into a cultural flex?
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