The RealReal Road Trip

Page 1

Yesenia Estrada | FASM 430 | Professor Knaus



Table of Contents COMPANY OVERVIEW

About Company Profile Customer Profile

MARKET ANALYSIS

Current Market Key Competitors SWOT Analysis

CONCEPT Design Planning Assortment

PROMOTIONAL PLAN


COMPANY OVERVIEW


ABOUT The RealReal is a site that sells pre-owned luxury products that focuses on authenticated, high-end resale items for women, men and home. It was founded by Julie Wainwright in San Francisco in 2011 and has since become the leader in authenticated luxury consignment. A large supporter of the circular economy, The RealReal stands to extend the life cycle of luxury items.

HOW IT WORKS CHOOSE WHAT TO CONSIGN

PICK YOUR METHOD

LET THE EXPERTS DO ALL THE WORK

GET PAID


6 M+

5 M+

MEMBERS WORLDWIDE

ITEMS SOLD

950

40+

EMPLOYEES

CITIES

With in-home Pickup service

With in-home Pickup service

173 M

FUNDING

COMPANY OVERVIEW


CUSTOMER PROFILE Circular-conscious Brand Focused Age Range: 23-Mid 40s Biggest Cohort: Gen-Z (22 & younger)

“My consigners are your buyers...the same ones that cosign, take that money and buy new luxury items because they know of their high resale value”

- Julie Wainwright



MARKET ANALYSIS


CURRENT MARKET

Resale is growing

+ 49%

24x

faster than retail

+ 9%

Resale Distributors

Traditional Resale

+ 7%

Off-Price Retail

+ 2%

All Apparel Retail


20%

Media & Electronics

49%

Apparel (Clothes, Shoes & Accessories)

$20B

13%

Books

Current size of resale apparel market

11%

Housewares & Furniture

8%

Other


PERCEPTUAL MAP


KEY COMPETITORS

- All brand tiers - Managed marketplace - $130M in funding

- Luxury brands only - Managed marketplace - $173M in funding

- All brand tiers - Peer-to-peer marketplace - $153M in funding


BRAND IDENTITY


S

Authenticated-backed luxury goods Inherently sustainable Easy consignment process

O

Brick & Mortar expansion Collaborations w/ luxury brands

W T

Consignment limitations Minimal physical presence Possible counterfeit issues

Growing competition Limited deal between consigner & consignee Decrease of secondhand shopping

SWOT ANALYSIS


CONCEPT



In honor of The RealReal’s recent opening of its New York store, The RealReal is hitting the road on the “Circular Fashion Tour.” Stopping at various cities across the country, visitors are not only invited to shop the carefully curated truck, but are also highly encouraged to bring in and drop off their own unwanted luxury goods for a chance at a gift card that can be used at any of The RealReal’s locale. Unlike the traditional “pop-up,” The RealReal Road Trip will feature a pair of luxury experts who will educate visitors on the benefits of luxury care and consignment.


ENHANCE Brand Awareness

EDUCATE

Luxury Life Cycle

ENCOURAGE Consignment


DESIGN





PLANNING

OPERATIONAL PLAN Truck ............................................................. $6,500.00 Fixtures ......................................................... $1,900.00 Build-Out ...................................................... $1,200.00 Tech ............................................................... $975.00 Maintanance................................................. $1,700.00 Personnel ......................................................$2,700.00 Total

$14,975.00


Traveling around the nation, The RealReal Roadtrip will stop at 13 cities beginning April 12, 2019



ASSORTMENT As there is only one of each item, the integration between their point-of-sale and order management system is intricate. Though the truck’s personnel is equipped with tablets for mobile point-of-sale and task management, the experience is driven by the experts themselves.


PROMOTIONAL PLANNING


PRE LAUNCH

LAUNCH

POST LAUNCH

Facebook

Instagram

Snapchat

Twitter

Influencers

Throughout this promotional plan, images from the tour will be used on every social platform. A new hashtag will be used for this tour, #TheRealRealRoadtrip along with#NeverThrowAway to help spread awareness and news.


WORKS CITED About. The RealReal.com. N.p., n.d. Web. 17 April 2018 Resale. Thredup.com. N.p., n.d. Web. 17 April 2018 “Fashion Retailers Have to Adapt to Deal with Secondhand Clothes Online. Forbes. Web 17 April 2018 “Buyers Guide: The RealReal Vs. Thredup. Lunawei.com. N.p., n.d. Web. 18 April 2018 “The RealReal Luxury Shopping Funding.” Racked.com. N.p., n.d. Web. 23 April 2018 Images: Pinterest.com



Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.