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PROJECT OVERVIEW
Developed a market entry strategy for The RealReal to expand into Europe through its first brick-and-mortar location in Le Marais, strengthening its global presence while aligning with the brand’s authority in authenticated luxury resale and Paris’s fashion-forward cultural landscape.
DELIVERABLES
Market Entry Strategy and Marketing Mix
MY ROLE
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Analyzed The RealReal’s target customer profile, distribution channels, operational model, and customer experience strategy.
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Evaluated global markets, identifying the United Kingdom, France, and Japan as top expansion markets.
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Performed an in-depth location viability assessment of Le Marais and identified the optimal retail site within the district.
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Evaluated legal, regulatory, and staffing requirements for operating in Paris.
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Developed a comprehensive recruitment and staffing strategy to support the European launch.
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Built detailed financial forecasts and conducted feasibility analysis to assess long-term commercial viability.
MY LEARNINGS
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Gained insight into distribution, operational, and customer experience processes within the luxury resale industry.
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Developed a practical understanding of financial forecasting and feasibility evaluation in luxury retail expansion.
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Learned key staffing and recruitment strategies required to successfully establish a new business in international markets.
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Strengthened the ability to structure end-to-end market entry strategies, from opportunity identification to marketing mix execution.
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Enhanced strategic research and decision-making skills through competitive, geographic, and brand-alignment analysis
PROCESS
01
Opportunity Identification
Identified European expansion potential within the growing luxury resale market, selecting Le Marais as the ideal entry location.
02
Brand & Industry Research
Analyzed The RealReal’s business model, competitive landscape, and European luxury retail dynamics.
03
Consumer & Market Analysis
Defined key target segments and evaluated foot traffic, purchasing behavior, tourism sensitivity, and rental feasibility across Paris districts.
04
Strategic Development
Developed the retail concept, localization strategy, and preliminary financial forecast to evaluate long-term viability in the European market.
TEAM
Caroline Bardwell, Molly Daines, Nimrata Singh