The success of The RealReal’s first brick-and-mortar location in New York has given way to even more progress for the luxury consignor, who announced plans to further invest in more in-store experiences in 2018, what they have dubbed the year of the pop-up.
The decision to open permanent stores on the street began after the $2 million success of their 2016 pop-up in New York. Realizing that the order values of in-store purchases was six times those accrued online, they opened their first sore in the SoHo area, which has been equally as effective. Banking on this success, the fashion retailer plans to test other locations throughout the country this year with more pop-ups.
Allison Sommer, the company’s director of marketing, explained the importance of brick-and-mortar stores in legitimizing on-line brands with a street-level presence at the FutureStores conference in Florida.
Sommer referred to the way pop-ups continue to garner awareness for a brand long after it has gone, citing the buzz generated for the brand from the pop-up in San Francisco, where the company is based, beginning in November of 2017. The retailer experienced a 500% increase in sales in San Francisco in the months following the pop-up.
The pop-ups from The RealReal are an extraordinary shopping experience that are different in each location. They try not to rely solely on men and women’s fashion but delve also into home décor and jewelry, often providing flower shops, cafes, gemologists and authentication specialists at their pop-up locations. Even their sales staff is heavily vetted to include people with exclusive brand experience such as Gucci and Sotheby’s to ensure the best customer relations experience possible. Something you cannot get from salespersons interested only in commissions.
While the success of their pop-ups is evident, there are no concrete plans on another brick-and-mortar location as of yet.