Experiential Marketing in the Luxury Second-Hand Fashion Market: A Case Study of The RealReal

This thesis examines how experiential marketing can transform the way second-hand fashion is perceived within the luxury sector, using The RealReal as a case study. While luxury has traditionally been associated with exclusivity and craftsmanship, today it is increasingly shaped by experiences, cultural meaning, and social responsibility. Within this shift, resale represents both a challenge to the traditional idea of luxury and an opportunity to make it more accessible and aligned with sustainability and the circular economy. The research applies Wided Batat’s 7Es framework to understand how experiential strategies, first developed for luxury maisons, can be adapted to resale platforms. Through a qualitative and theory-based approach, it examines how The RealReal (the largest online luxury consignment marketplace in the United States) builds trust and aspiration through authentication processes, personalised services, storytelling, and cultural engagement. The analysis shows that resale can achieve legitimacy and aspirational value when it creates not only access to unique products but also meaningful experiences that connect with consumers on emotional and symbolic levels. The findings contribute to academic debate and provide practical insights for both platforms and luxury brands in a rapidly evolving market.