Move targets Gen Z consumers who already buy second hand clothes online and want to get closer to idols
Celebrity merchandise has entered a new era of personalisation with pop and reality TV stars selling the shirts off their back, in a move to adapt to Gen Z consumers who are buying their clothes second hand online.
Singer Olivia Rodrigo who is currently top of the singles and album charts announced the SOURshop, a microsite on resale site Depop. The store features many now sold out clothes that Rodrigo wore in her music videos for her singles Driver’s License, Good 4 U and Deja Vu, including silk scarves, creeper platform boots and romper suits. When Etsy bought the resale site last month CEO Josh Silverman called it “the resale home for Gen Z consumers”, pointing out that 90% of its consumers are under 26. It’s a demographic that dovetails with 18-year-old Rodrigo’s fanbase, who rose to fame via TikTok.
