The RealReal in the works of developing their own luxury brand

From a brand strategy standpoint, TRR is continuing in their effort to increase their overall impact on the industry while continuing to create a more circular future for fashion. The addition of design talent to their team will help them explore potential avenues for sustainable creation that keep existing products and materials out of landfills and in circulation. However a key point to this expansion is also further growth for TRR’s ReCollection upcycling program. For the past couple of years the company has launched a new initiative which urged brands to launch capsule collections of their unsold pieces for resale on the site, as opposed to disposing of them in landfills. In this case the brands control the designs and TRR acts as the sales facilitator.

The original ReCollection project launched in March in which unsold goods from brands like Balenciaga, Simona Rocha, and Jacquemus were upcycled by LA repaid studios and then put on the website to be sold. However while this venture seemed to be a positive step for the company the initiative didn’t do so well as much of the collection remained unsold on TRR site.