The RealReal

The RealReal makes high-fashion accessible to millions of buyers and sellers on its consignment marketplace. No other brands offer a verification service like The RealReal, which employs in-house authenticators like gemologists, jewelers, and handbag experts to ensure that every single consigned item is real (real). The brand provides shoppers with editorially-rich content like style look books, and local events to its projected eight million members to learn more about the world of high fashion and how they can become experts too. The RealReal’s app makes it easy to fall in love with certain designers and visually similar items with its ‘obsessions’ feature. Consumers can just tap the heart next to an item and before long their ‘obsessed’ tab will become a highly-curated feed of products they love — allowing them to shop all their favorites in one place.

Previous Rank:
2018: #15 , 2017: #39
Company Filing:

2019 score: 60


Why we love The RealReal


Personalization is built into the homepage of The RealReal with a ‘My TRR’ tab that lets customers create a saved search, which will then inspire related items and suggestions throughout the customer’s journey with the brand. Consumers can find exactly what they’re looking for with robust filtering options like editors picks, vintage, colors and patterns, as well as items that still have their original tags.

Preferences center

The RealReal boasts a top-notch preference center with controls for send time, frequency, and category. After creating an account shoppers can also decide to join its First Look program for 24-hour advanced access to sales for $10 a month, or serious consigners can go Platinum for receive free shipping upgrades in addition to sales alerts. We love TRR’s Wait List feature — since items sell fast shoppers can add sold-out favorites to their Wait List to receive email notifications when the same item or something similar becomes available again.
Preferences center

Rich editorial content

In contrast to the photographed items for sale on the RealReal it has a second aspect to its brand offering which is making high-fashion accessible to everyone. The RealReal’s stunning editorial content seamlessly carries over to mobile with well-timed push notifications showcasing designer recommendations on models, curated items and gallery-style fashion inspiration from the runway. It’s as if you’re browsing a look book in your email to share in the brand’s obsession with exquisitely made products.
Rich editorial content

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