04/ — Brand Strategy & Positioning
Reimagining secondhand fashion for Gen Z.
At a glance
Challenge
Define the brand positioning for a video-first resale marketplace in a category whose incumbents felt static and transactional to the generation it serves.
Approach
A deep dive into youth behaviours, emotional drivers and category gaps, anchored in one insight: Gen Z doesn't just want to shop, they want to show up.
Impact
An ownable positioning a social marketplace for real interactions that redefines resale as a live, expressive, playful digital ritual.
Defining a new category.
For Gen Z, shopping is a social experience and the platforms they live on were already tapping into it.
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.
Instagram and TikTok were making shopping social. Resale platforms weren't keeping up.
Show up, don't just shop.
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. The opportunity: reimagine secondhand fashion as a dynamic, expressive, socially-driven experience where thrifting becomes not just sustainable, but irresistible.
Finding the gap
Depop brought fresh positioning and strong identity but the platform remained fundamentally static.
Youth deep dive
Behaviours, emotional drivers and category gaps grounding the strategy in how Gen Z actually connects.
The platform idea
“Find it, love it, show it” the thrill of discovery, the joy of finding something truly you, the impulse to share it.
Strategy to expression
Led brand strategy, platform development and positioning through to design and messaging.
"Find it, love it, show it."
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 a transparent, authentic and interactive shopping experience resonates with a generation craving creativity and community. By blending commerce with content, the platform redefines resale as a live, expressive and playful digital ritual.
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