Brand Tone

Aspirational & Sophisticated, Authoritative & Trustworthy, Conscious & Responsible, Engaging & Discoverable, Informative & Educational

Brand Values

• •Authenticity: Ensuring all items are genuine luxury goods through a rigorous authentication process.
• •Sustainability: Promoting a circular economy for luxury fashion, reducing waste, and extending the lifecycle of items.
• •Luxury & Quality: Providing access to high-quality, coveted designer pieces.
• •Trust & Transparency: Building confidence with consignors and buyers through clear processes (though customer feedback indicates this is an area with mixed perception).
• •Discovery & Exclusivity: Offering a curated selection of unique and often rare items.

Best Practices

• •Always Emphasize Authenticity and Trust: Given the nature of luxury resale, consistently reassure customers about the authentication process in product descriptions, FAQs, and marketing materials. Use confident and expert language.
• •Weave in Sustainability: Regularly connect the act of buying or consigning pre-owned luxury with its positive environmental impact. Use terms like 'circular fashion,' 'conscious shopping,' and 'extend the lifecycle.'
• •Maintain an Aspirational yet Accessible Voice: While showcasing luxury, ensure the language feels inviting and highlights the 'discovery' aspect, making high fashion feel attainable and exciting rather than exclusionary.
• •Educate and Inform: Share knowledge about brands, craftsmanship, and fashion history. This positions The RealReal as an authority and adds value beyond the transaction. Use sophisticated but clear language.
• •Highlight Uniqueness and Scarcity (Tastefully): Emphasize the special nature of 'finds' without creating undue pressure. Use phrases like 'rare find,' 'unique piece,' or 'one of a kind' where appropriate to enhance the desirability.

Social Perception

Positive: Many customers view The RealReal as a go-to destination for authenticated pre-owned luxury goods, appreciating the sustainability aspect and the opportunity to purchase designer items at a lower price point. They enjoy the 'treasure hunt' experience. Mixed/Negative: Some customers and critics have raised concerns regarding the accuracy of the authentication process, leading to issues with counterfeit items. Others have reported challenges with customer service, consignment payouts, and item descriptions. This indicates a gap between the brand's projected value of 'trust' and some customers' experiences. The brand is often seen as a major player in the luxury resale market but faces scrutiny common to this sector.

Copy Examples

• •Headline: Timeless Elegance, Sustainably Sourced. Discover Your Next Chanel Classic. Body: Indulge in the enduring allure of Chanel, knowing your choice supports a more circular future for fashion. Explore authenticated handbags, ready for their next chapter with you. #TheRealReal #SustainableLuxury #ChanelFinds
• •Headline: The Art of Authenticity. The Science of Style. Body: Each piece at The RealReal is meticulously verified by our team of experts, ensuring genuine luxury lands in your hands. Shop with confidence and unearth rare treasures from iconic designers. #AuthenticatedLuxury #DesignerResale #LuxuryFinds
• •Headline: Extend the Life of Luxury. Consign with The RealReal. Body: Your treasured designer pieces deserve a new story. Consign with us for a seamless experience, expert valuation, and the reward of contributing to a more sustainable fashion ecosystem. Give your wardrobe a second life. #ConsignLuxury #CircularFashion #MakeSpace
• •Headline: Beyond the Trend: Iconic Watches That Define Time. Body: From Rolex to Patek Philippe, discover authenticated timepieces that transcend fleeting fads. Invest in craftsmanship, heritage, and a style that’s truly timeless. Find your grail watch. #LuxuryWatches #InvestmentPieces #TheRealRealTime
• •Headline: This Season's Must-Haves, Last Season's Prices. That's the Real Deal. Body: Why pay full price for extraordinary style? Explore our curated collection of pre-loved designer apparel and accessories. Look incredible, shop responsibly, and redefine your luxury experience. #SmartLuxury #PreOwnedPerfection #FashionFinds