On-line thrift retailer ThredUp has a brand new look.
The 16-year-old firm unveiled a brand new emblem, web site design, and tagline and a slate of buying instruments powered by synthetic intelligence.
When ThredUp first began in 2009, a central a part of its mission was to destigmatize secondhand buying, which was in some circles considered as soiled or undesirable. As that notion has advanced, so has ThredUp’s identification and message.
“There’s been this notion shift that secondhand is the cooler, higher possibility,” defined senior vice chairman and head of selling Kristen Brophy. With the rebrand—mixed with extra personalised buying instruments, higher search capabilities, and extra AI-powered styling assist—ThredUp is aiming to satisfy the second on each a technological stage and a cultural stage.
The brand new emblem is an infinity emblem that doubles as a “T,” symbolizing the reuse cycle that ThredUp’s shopping for and promoting platform promotes. The brand new visible identification and web site carry a extra fashionable, elegant vibe to the buying expertise, which the corporate hopes will appeal to a wider buyer base. Its new tagline, “Vogue, meet ceaselessly,” places that elevated simplicity in distinction to the quick style homes that flood timelines, closets, and landfills with low cost, disposable clothes.
ThredUp has greater than 4 million gadgets on the market on its secondhand buying platform at any given time. To assist consumers navigate that stock, the corporate has leaned into AI and social commerce over the past 12 months, launching new AI-powered search and styling instruments final summer season and hiring social thrifting app Teleport’s Danielle Vermeer in late 2024 to carry a extra social-first method to its person expertise.
The efforts appear to be paying off. Whereas the corporate struggled to make a revenue for over a decade as a result of logistical complexity of gathering, sorting, itemizing, promoting, and delivery secondhand clothes at a big scale, the previous couple of quarters have seen vital progress for ThredUp.
The corporate reported double-digit will increase in income, new patrons, and whole orders throughout its second quarter earnings name final month. Inventory costs have risen steadily this 12 months, reaching round $10 per share after hovering between roughly $1 and $4 per share for about three years.
ThredUp’s core clients are ladies of their 40s, defined Brophy. Constructing on the client progress that ThredUp has seen over in latest months, Brophy mentioned the redesign additionally goals to create an expertise that’s extra intuitive and seamless for a barely youthful demographic of 25- to 35-year-old ladies.
Up to now 12 months, ThredUp has already been making strides with that demographic, in accordance with knowledge from market evaluation agency Tracksuit. Over the previous 12 months, the variety of 25- to 34-year-olds who say they’ve used ThredUp has elevated by 6%. Those that say they like ThredUp over opponents available in the market have elevated by 8%.
New instruments embody a personalised “day by day edit,” which reveals customers 100 new gadgets based mostly on their preferences and purchases, on the high of the app or webpage after they go online. The positioning may also embody a weekly development report, which can generate an evaluation of web search developments and match these developments with related ThredUp stock.
ThredUp is selling the rebrand with a digital and out-of-home marketing campaign, “Assume It, Thrift It,” together with posters in New York Metropolis and Brooklyn. The corporate can be waiving the price of its closet cleanout baggage, which clients use to ship of their used clothes to be bought on the positioning, and piloting a service the place folks can organize to have these baggage picked up from their doorstep.
“We add nearly 60,000 new gadgets daily,” Brophy mentioned. “With this huge quantity of optionality, when you can assume it, you’ll be able to most likely thrift it on ThredUp.”
