Since the holiday season several months ago, The RealReal has been selling a line of beauty products among their standard lines of clothing. After the large success in brick and mortar, The RealReal has decided to make their new fashion line of makeup totally available to their customers, by selling them within online stores as well. At press time Rati Levesque, who is the chief merchant of The RealReal, outlined several of the major reasons for expanding their new line into online.
Firstly, among the reasons provided, was a hope for giving a new line of products, that can assure the same level of quality for their customers, that both compliment their current products and remain on the cutting edge of style alongside their clothing. Ms. Levesque even made mention of their desire as a company to be a trusted destination in all forms of luxury products across all categories, presumably so as not to be limited to a clothing retailer, but instead to become the fashion industry leader they’re shaping up to be.
In addition to their aspirations of expanding the company model, it is also important that The RealReal properly show off the special products and availability in their physical stores, rather than just online. In online stores, it is often difficult for new products to shine on their own, lost in the ease of navigation between products, and the sheer volume of product available. By bringing their entire new line form the Brick and Mortar, loyal customers who got it first are rewarded for their patronage with getting the inside track on the next evolution in The RealReal, while online customers are given a sufficiently noteworthy debut, they will be more apt to give a closer eye to whats hot and whats new from The RealReal.
With The RealReal joining the game on total beauty branding alongside its competition, it seems inevitable that styles will become total and sourced. With the reputation and the prominence of this debut, it would seem The RealReal is in an excellent postion for this coming shift between retailer and trend setter.