Reimagining secondhand fashion for Gen Z
Unlocked growth in Gen Z resale by transforming secondhand fashion into an interactive, video-first marketplace experience.
Ownable Positioning
FINDS launched with a compelling, ownable positioning: a social marketplace built for real interactions and real fashion finds.
Gen Z Resonance
Brand promise offering a transparent, authentic and interactive shopping experience for a generation craving creativity and community.
Commerce × Content
By blending commerce with content, the platform redefines resale shopping as a live, expressive and playful digital ritual.
I was brought on by Justified Studio to define the brand positioning for Finds a video-first resale marketplace reimagining secondhand fashion for a new generation of style-driven shoppers.
For Gen Z, shopping is a social experience. Social platforms such as Instagram & TikTok were tapping into this trend.
Finding the Gap
While platforms like Depop had normalized secondhand shopping, they weren't built for the way Gen Z actually connects. The experience felt static and transactional — lacking the spontaneity, creativity, and real-time interaction Gen Z craves.
Depop brought a new energy fresh positioning and strong visual identity, but the platform remained fundamentally static.
Show Up, Don't Just Shop
Reimagine secondhand fashion as a dynamic, expressive, and socially-driven experience. A platform where individuality thrives and thrifting becomes not just sustainable, but irresistible.
We led the brand strategy, platform development, and positioning anchoring the brand in the insight that Gen Z doesn't just want to shop, they want to show up.
Through a deep dive into youth behaviours, emotional drivers, and category gaps, we created the platform idea:
A Social Marketplace for Real Interactions
FINDS launched with a compelling, ownable positioning: a social marketplace built for real interactions and real fashion finds. Its brand promise offering a transparent, authentic and interactive shopping experience — resonates with a generation craving creativity and community.
By blending commerce with content, the platform redefines resale shopping as a live, expressive and playful digital ritual.
- Company
- Justified Studio
- Year
- 2021
- Role
- Brand Strategy
FINDS
Reimagining
secondhand fashion
for Gen Z
Unlocked growth in Gen Z resale by transforming secondhand fashion into an interactive, video-first marketplace experience
CHALLENGE
Defining a new category
I was brought on by Justified Studio to define the brand positioning for Finds a video-first resale marketplace reimagining second-hand fashion for a new generation of style-driven shoppers.
For Genz, Shopping is a social experience. Social platforms such as Instagram & TikTok were tapping into this trend.
APPROACH
Finding the gap
While platforms like Depop had normalized second-hand shopping, they weren’t built for the way Gen Z actually connects.
The experience felt static and transactional lacking the spontaneity, creativity, and real-time interaction Gen Z craves.
Depop brought a new energy
Fresh positioning and strong visual identity, but the platform remained fundamentally static.
The opportunity for FINDS
Reimagine secondhand fashion as a dynamic, expressive, and socially-driven experience. A platform where individuality thrives and thrifting becomes not just sustainable, but irresistible.
We led the brand strategy, platform development, and positioning anchoring the brand in the insight that Gen Z doesn't just want to shop, they want to show up.
Through a deep dive into youth behaviors, emotional drivers, and category gaps, we created the platform idea:
Platform idea
"Find it, love it, show it."
This narrative captures the thrill of discovery, the joy of finding something truly you, and the social impulse to share it with the world.
OUTCOME
A social marketplace for real interactions
FINDS launched with a compelling, ownable positioning: a social marketplace built for real interactions and real fashion finds.
Its brand promise offering a transparent, authentic and interactive shopping experience resonates with a generation craving creativity and community. By blending commerce with content, the platform redefines resale shopping as a live, expressive and playful digital ritual.
COMPANY
Justified Studio
YEAR
2021
ROLE:
Brand Strategy
© Alexandre Meyer
Let's
build
something
Let's grab a coffee, have a chat, and frame the path to your next success.
© Alexandre MEYER
Brand & Creative Strategy