Analyzing The RealReal’s Digital, Social and Media Presence
Resources Audit
The RealReal is a digital consignment store specializing in high-end clothing, accessories, and shoes. Unlike other resale platforms, The RealReal differentiates itself by offering expert authentication, giving buyers greater confidence in their purchases. However, one limitation is that shoppers must create an account to make a purchase, which can be a barrier to accessibility.
The website’s “About Us” page highlights the company’s mission: “Extend the Life of Luxury. Expertly crafted items can change hands countless times and still retain their beauty and value. We’re on a mission to enable more people to own and appreciate luxury while maximizing the value of their investments.” The page emphasizes values of expertise, sustainability, community, and service, supported by bright visuals, a compelling origin story (founded in 2011 as “a scrappy dining room startup”), sustainability statistics, and executive leadership profiles. The “Press” page features 12 positive media articles from outlets like Vogue, The New York Times, and Forbes, though the link is buried at the bottom of the website. Making this content more prominent would strengthen credibility and transparency.
The shopping experience itself feels less engaging. Product images rely on a uniform white mannequin, which lacks creativity. More dynamic product photography, detailed descriptions (including production year and collection context), and storytelling around pieces could help buyers better appreciate the value and heritage of luxury goods.
Social Media Analysis
On TikTok (16.5K followers), The RealReal uses a humorous yet informative tone, often showcasing authentication processes or behind-the-scenes looks. Their videos typically receive 800–8,000 views, with occasional viral hits reaching 100K–200K. The account humanizes the brand, highlighting employees’ enthusiasm for fashion. To scale growth, collaborations with influencers and celebrities aligned with sustainability and luxury would be effective.
On Instagram (659K followers), engagement is stronger, averaging ~30K views per post. Content is largely repurposed TikToks, but posts trend higher on Instagram. However, the comment section is problematic, filled with complaints about counterfeit items and customer service issues. While the brand responds by asking users to direct message them, the volume of negative comments risks damaging trust. The overall tone of the feed is playful, trendy, and visually appealing—referencing pop culture moments like the Olympics and Charli XCX’s Brat album—but the customer feedback undercuts this branding.
Traditional Media Analysis
Using Muck Rack, I reviewed coverage in April 2024, which produced 1,508 articles (up from 1,063 in February). Sentiment was 63.3% positive, 29% neutral, and 7.7% negative. Coverage from outlets like Vogue and Yahoo Life framed The RealReal as both a trend source and an authority on digital consignment, with articles discussing pop culture intersections, fashion recommendations, and the company’s turnaround in 2022. Overall, this content built credibility and positioned the brand as trustworthy.
I also analyzed August 2024, which saw 1,279 articles (up significantly from July’s 572). Sentiment was 75.6% positive, 17.7% neutral, and 6.7% negative. Much of the coverage highlighted trend insights based on The RealReal’s data, including the resurgence of the Balenciaga City Bag (Highsnobiety), the rise of blokecore (Magnolia State Live), and Gen Z’s renewed interest in accessories like brooches (Yahoo Life). This demonstrates that The RealReal is not only a retailer but also an authoritative fashion trend forecaster, with its search data frequently cited as industry evidence.
Conclusion
The RealReal has a strong foundation as a trusted resale platform, bolstered by authentication, sustainability messaging, and widespread media coverage. However, challenges remain: a less inspiring shopping interface, negative customer service perceptions on social media, and under-promoted press features. By elevating its storytelling, leveraging influencer partnerships, and amplifying trend authority, The RealReal can strengthen both its brand credibility and consumer appeal in the competitive resale market.