Getting luxury items at a price that won’t break your bank is a luxury that many people cannot afford. However, That doesn’t stop them from wanting the finer things in life. The RealReal is a luxury consignment shop. Based in the San Francisco Bay area, the RealReal pride themselves on providing authentic luxury good as compared to many sites that are so eager to sell knockoffs to the masses.
The RealReal was founded by CEO Julie Wainwright in 2011. The company’s website states that Julie built the company out of her home. She used to work from her kitchen table and take U-Hauls to visit consignor homes.
Like many companies, the RealReal is using social media to reach their target audiences: millennial and generation z consumers. Instagram happens to be their platform of choice. The RealReal share the latest product finds on their Instagram, pretty much as all companies do. They are using the platform as a marketing solution.
However, I’ve noticed that the RealReal likes to inform their customers rather than merely sell to them. Don’t get me wrong, they sell too, but they do it in a way that I have not seen any other consignment site do. For example, on February 4th, 2019, they shared a photo of Hermes H Kit belt. Instead of saying “we have this, buy it,” they told customers how to identify if a Hermes H Kit belt is authentic. That post got over 3000 likes.
Another excellent example of this would have to be the post on January 24th, 2019 of a bag and jewelry. They went into great detail to let the consumer know what is being sold. Many people don’t know what pave means; they just know they like it. The RealReal made sure the customer knew by giving a detailed description.