VESTIAIRE COLLECTIVE

AN ACTIVATION DESIGNED TO CAPTURE GEN Z

ABOUT THE BRAND

Vestiaire Collective is a global online marketplace for pre-owned luxury fashion, connecting a community of buyers and sellers who value authenticity, quality, and style. With a strong emphasis on trusted authentication and curation, Vestiaire offers a premium resale experience that champions individuality and conscious consumption. By combining technology, fashion expertise, and a global community, the brand redefines secondhand shopping as aspirational, accessible, and secure.

WHAT’S THE PROBLEM?

Gen Z isn’t familiar with Vestiaire Collective—instead, they gravitate toward more recognizable resale platforms like The RealReal and Rebag, leaving a major awareness gap for Vestiaire Collective.

While Gen Z is highly engaged in the luxury resale space, their attention is largely directed toward more prominent U.S.-based platforms like The RealReal and Rebag. The RealReal alone added over six million new members in 2021, reflecting its strong market presence and brand recognition among younger consumers. In contrast, Vestiaire Collective—despite being a global leader—remains under the radar for many in this demographic, highlighting a key awareness gap the brand should address.

MARKET RESEARCH:

WHAT MATTERS

TO GEN Z SHOPPERS

A visual synthesis of what Gen Z values when shopping luxury resale—words like authenticity, quality, and uniqueness stood out. These insights guided the experiential design for Vestiaire Collective Style Without Borders.

Vestiaire Collective Style Without Borders is a pop-up market offering curated selections of Vestiaire Collective’s best luxury and pre-owned fashion pieces, categorized by the unique styles of major countries around the world, such as Italy, the UK, Japan, France, and the US. It provides a global shopping experience, showcasing fashion trends inspired by each country’s distinctive culture and fashion scene.

KEY EXPERIENCES

  • As guests step into the market, they’ll be welcomed by the Vestiaire Collective team where they’ll receive their Vestiaire Passport: a beautifully designed guide to navigating the global world of luxury resale.

    This moment is designed to feel exciting and official—like stepping into a new country where luxury resale is the native language.

    Throughout the market, guests can visit each Fashion Embassy—country-themed vendor booths—where they’ll collect unique passport stamps representing each destination. Those who complete their passport by visiting every Fashion Embassy will unlock an exclusive reward: a 20% off coupon for their next Vestiaire Collective purchase.

  • Each Fashion Embassy represents a different country or region through the lens of luxury resale. Styled as culturally-inspired vendor booths, these embassies showcase curated secondhand fashion pieces that reflect the unique aesthetic, heritage, and street style of that country.

    From Parisian chic to Tokyo minimalism, every booth offers a fresh perspective on fashion—and a chance for guests to discover globally-sourced, pre-loved treasures that are available for purchase online at Vestiaire Collective.

  • No global journey is complete without a taste of the local flavor. A curated selection of street-style snacks and drinks inspired by the regions represented at each Fashion Embassy will be available for purchase at the market.

  • At the heart of the market lies the Authentication Hub—Vestiaire Collective’s signature stamp of trust.

    Here, attendees can bring in a personal item for a complimentary authentication consultation or observe real-time demonstrations of how Vestiaire experts verify luxury pieces.

    The Hub also features a fun, interactive challenge where guests can test their fashion eye: Is it real or a replica? Successful participants earn a bonus passport stamp.

    Whether they’re curious first-timers or seasoned resale lovers, guests will leave the Authentication Hub with a deeper appreciation for the craftsmanship of designer goods and the care that goes into protecting their value in the circular fashion economy.

The Style Without Borders activation brings Vestiaire Collective’s values to life by creating an immersive, globally inspired experience that directly addresses the three most important factors Gen Z considers when purchasing luxury resale: authenticity, quality, and uniqueness. Through curated country-themed booths, trusted authentication touchpoints, and a highly visual, culturally rich environment, the activation builds trust and excitement around the resale experience. It reframes secondhand fashion as not only reliable and high-end, but also deeply individual and expressive.

Ultimately, Style Without Borders turns shopping into a meaningful journey—one that makes luxury feel more personal, more trusted, and more connected than ever before.

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