The RealReal is an online consigner of authenticated luxury clothing, accessories, and home goods that was founded in 2011. They offer high-end brands at up to 90% off and shoppers can enjoy full confidence that purchases made on The RealReal are authentic.
The RealReal has done well online but is now seeking to expand their brand awareness by opening a series of physical locations. Today, sellers and buyers have seemingly endless options to buy and sell clothing online. Brands with similar missions: ThredUp, Vestiaire Collective, and Tradsey have appeared on the scene – The RealReal is hoping to outshine them by providing in-person, brand experiences through physical locations. After a highly successful New York City “pop-up” in December 2016, The RealReal began to focus on bringing their brand to the streets.
“Stores help to legitimize your brand and give [online brands like The RealReal] a street-level presence,” says Allison Sommer, who is The RealReal’s director of marketing.
According to Sommer, the average purchase made in-store is six times the average online order – and it’s easy to imagine why. At a pop-up, customers are able to see and touch the vast array of luxury items The RealReal has to offer.
Additionally, educational sessions are held for customers on topics like, “How to Value a Diamond”, providing exceptional value for fashion-savvy consumers. These sessions establish The RealReal as a leading expert in luxury fashion and goods and give customers a reason to return to the next pop-up. Shoppers are more likely to use The RealReal’s website once they have been to a physical location.
Pop-ups are also attracting more consigners to The RealReal. Prospective sellers can meet with a representative and have their items valued. This kind of personal experience is important in the world of luxury consignment especially with so many options available for consignees to sell their items on various other platforms.
The RealReal repeated their 2016 pop-up success last fall, in San Francisco. They are opening another location this February, with more locations to follow throughout 2018.