Introduction to Luxury Resale
Data-driven fashion is the concept behind The RealReal, a luxury resale boutique with multiple locations, including a relatively new store in Houston’s Montrose Collective mixed-use development. The boutique’s terracotta pink and olive green hues provide a soothing welcome to customers looking for current and vintage apparel, accessories, shoes, and bags from top designers like Chanel, Prada, and Louis Vuitton.
The Science Behind the Data
The RealReal’s head of Fashion and Strategic Partnerships, Noelle Sciacca, explains that the company uses data to determine which items to stock in each store. This data primarily comes from The RealReal app, where shoppers search for everything from vacation pieces to investment bags. Runway trends, social influencers, and the natural flow of fashion inform the company’s decisions on what to stock. The data also helps the company allocate items according to the season, such as stocking more wedding and bridal shower-related items during the spring.
Consigning with The RealReal
The source of the designer goods comes from consigners who work with The RealReal’s experts to determine the value of each item. Sciacca encourages consigners to be honest with themselves about what they no longer wear. "If you don’t gravitate toward something, you don’t get excited about it, and you think, maybe I will still wear it, but four years go by, and it’s still sitting there, and you realize you don’t want it anymore, but you know what? Somebody else does," she says. The consigning process is straightforward, and consigners can schedule a pickup, ship items to the company, or drop them off at the store.
Being Wardrobe RealReal
The company’s data shows that 82 percent of the average American’s wardrobe hasn’t been worn in at least 12 months. Through The RealReal’s consignment program, 40 million items have been kept in circulation since the company’s founding in 2011. The RealReal’s model has been successful, even during uncertain economic times, as shoppers can get high-quality items without being placed on a waitlist. The company also often has models that are no longer in circulation.
Inside The RealReal’s New Houston Store
Houston shoppers are flocking to the Montrose Collective store for designer handbags, chic dresses, and jewelry from top labels like Hermes, Chanel, and Van Cleef & Arpels. The store is easily shoppable, with an Edits section featuring dresses, vacation wear, bags, shoes, and a large selection of jewelry. There’s also a men’s section, cleverly merchandised behind shelves on wheels that reveal racks of other options. A secret tip for shoppers is to use their phone to scan price tags, which may reveal additional savings not found online.
Sustainability and Authenticity
The RealReal takes authenticity very seriously, ensuring that every item is genuine. The company also prioritizes sustainability, believing that the luxury resale model extends the life of an item, reduces textile waste, and minimizes water and energy usage. By choosing to shop at The RealReal, customers are supporting a more sustainable fashion industry.
Conclusion
The RealReal is poised to serve the full range of fashion needs, offering high-quality, authentic items at various price points. As Sciacca notes, "We’re sort of at this intersection between luxury and value. You’re going to be able to get the high value, but then if you’re looking for a deal, you can do that too." With its unique approach to luxury resale, The RealReal is changing the way people shop for fashion, making it easier to find high-quality, sustainable, and authentic items.
