Marie Kondo’s hit Netflix series Tidying Up spawned a new trend in American homes which saw people cleaning their homes of items that no longer makes them happy. From old furniture to run-down collectibles, people flocked thrift shops and other hand-me-down buyers to make a profit. A huge chunk of space in U.S. homes was freed up mostly because of the clothes that people cleared while “tidying up.”
People who’ve bought Prada, Gucci, or Louis Vuitton items on impulse have enjoyed their purchase at one point but after adding more items to their wardrobe, they are left with no room anymore. Some clothes are resold in online marketplaces. Some donated to charity. Some reach the doors of The RealReal, the certified leader in authenticated luxury consignment.
Company founder and CEO Julie Wainwright is the brains behind the operation. However, what exactly does the company do and why do many believe that it is the saving grace of the dying retail industry Whenever items like Gucci bags or coats are dropped off at the Real Real’s storage facility, a number of experts check every speck to see if the items are 100% authentic. The company hires the helping hand of gemologists, horologists and brand authenticators. Whenever items come in damaged, the same specialists work to give new life to the items by hand. The items can then be ordered online as if it were brand new.
Img source: fashionista.com
What makes the company’s practice more admirable is that it helps support the retail economy. Instead of putting old and slightly damaged to waste, the company’s experts work hard to make them feel brand new again. On the other hand, the people who order get authentic items at a more affordable price. In hindsight, the brand promotes recycling and sustainability.
The idea of buying almost brand-new luxury items is one of the driving forces behind the success of the company. However, it is its quality of products and service that truly helps it succeed in retail.
The Process
The company’s authentication and restoration process are rigorous and effective. Under the guidance of highly trained professionals, Wainwright can guarantee that each product coming out of their doors is in near perfect condition. She pulled out all stops when finding the best and brightest in the field of authentication and restoration.
Then comes the actual delivery of the products. Customers are satisfied with the ease and speed of the company’s service. A few clicks are all it takes to get a restored Gucci bag on our doorstep. The service is perfect for emergency needs like unexpected parties and get-togethers. Like Amazon, the company understands the importance of being dynamic.
Img source: forbes.com
Aside from this, The RealReal also encourages its customers to visit them at their store in SoHo NYC. In the said branch, the customers can meet the experts to understand the art of sustainable restoration even further. Furthermore, the company also gives free expert evaluations of luxury goods to its customers across the US.
Of course, the company’s path is not without its bumps. The makers of the products they restore and authenticate are out to get them. However, this isn’t stopping Wainwright and team from keeping the circular economy up and running. So long as it has the support of consumers, it will continue to thrive in today’s economy.
Perhaps the biggest key to the company’s success is its drive and willingness to put sustainability at the forefront. At a time when consumers have become wiser and more discerning, this consignment company’s items are going to dominate wardrobes in the US and possibly, the rest of the world.