FINDS
Reimagining secondhand fashion as a real-time, video-first experience for a new generation of expressive shoppers.
Unlocked growth in Gen Z resale by transforming secondhand fashion into an interactive, video-first marketplace experience.
Challenge
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
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 with a fresh & strong positioning
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. Inspired by the video formats taking over social media too.
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.
Enter FINDS — a video-first marketplace built for Gen Z, blending the raw energy of thrift culture with the immediacy of social media.
Through a deep dive into youth behaviours, emotional drivers, and category gaps, we created the 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.
Brought to life through bold short-form video, interactive tools, and a visual identity fusing thrift nostalgia with digital fluency—FINDS makes secondhand fashion the first choice.
Outcome
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
Ambitious brand vision?
Let’s bring it to life.
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© Alexandre MEYER 2025
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