The race to become the best, biggest, most legitimate fashion resale site on the internet rages on with another major announcement by The RealReal. Well, two, actually. First, the luxury consignment site has signed on Stella McCartney as its first official brand partner. And second, the news comes on the first-ever National Consignment Day — a holiday that The RealReal’s PR team made a reality. (It was approved by the National Day Calendar, so it’s real.)
Both bits of news center around the sustainability-related benefits of consigning in a way that The RealReal hasn’t really emphasized in its marketing to this degree before now. Per a press release, more than 80 billion pieces of clothing are produced worldwide each year, 75 percent of which will end up in landfills. Consigning obviously lengthens the lifecycle of clothing, reducing the amount that gets discarded. And for McCartney, sustainability and social responsibility have always been an integral part of her business; so it makes sense that, of all luxury brands, she would be the first to come out as an official proponent of “recommerce” with The RealReal.
The partnership will involve programming, the details of which are still being ironed out, in Stella McCartney’s U.S. stores, as well as The RealReal’s NYC concept store and website. “We’re really working on a combination of education and referral and incentives for someone to consign,” explains The RealReal CEO Julie Wainwright over a recent phone call. The real significance of this announcement is that of a luxury brand coming out in support of its customers reselling its goods. “It’s a bold statement [for a brand] to say, ‘Consigning is a really good thing, and you guys should consign because when you buy our products and you’re ready to move on, you should consign those goods,’” adds Wainwright.
Read the rest of the story at: Fashionista.com