The RealReal’s director of marketing, Allison Sommer, confirms 2018 is a year of in-store experiences for them. While in Miami, Sommer talked about how pop-ups made their brand official yet, humble especially because they formerly were exclusive to the online world.
In 2016, the RealReal’s pop-up in New York City brought in $2 million; which led to the Soho opening in late November. Hence, due to preceding successful pop-ups, throughout 2018 one can expect more from The RealReal! Consequently, their in-store purchases average values 6 times than online purchases, nevertheless the company has seen a 500% increase year-to-year from online customers.
The RealReal’s goal is to introduce their company to new locations like Las Vegas. Moreover, with each pop-up they plan to make it an unique experience (“How to Value a Diamond” and “The History of Chanel”) for consumers. In addition, they take pride in their employees by looking for store associates with former work history.
Even with good friendly competition from companies like Vestiaire Collective and ThredUp, The RealReal has 7 million international members consisting of sellers and buyers. Thus, according to Sommer above everything the company wants to promote that there’s variety for everyone at their store.
With a company that started from internet basis to expanding to in-person sells, media is a major key factor. Social media is an imperative form of communication/networking and The RealReal company uses it to their advantages. They have over 10K followers on Twitter and over 8K tweets and on their Instagram, they have over 100K followers and over 3K posts. Their accounts are regularly updated and promotes sales/events with time, date, and location for followers to easily become aware of the latest within their company. Also, by networking they show correlations with brands that represent their company as well as their audience. Through Twitter they tag celebrities: Stella McCartney, Khloe Kardashian, Jessica McFadden etc., and on Instagram they hashtag the brands of the displayed products. Lastly, they use both medias to do contests/giveaways for their followers and who doesn’t like free luxury items!