THE REALREAL MAKES ITS BRICK-AND-MORTAR DEBUT
SEASON: HOLIDAY 2016
The Masters of Luxury Consignment bring their coveted brand, The RealReal, to New York City.
Goal: To increase brand awareness, generate sales and test the viability of a permanent brick-and-mortar retail store.
Lionesque: TLG provided location and design consultation for optimal layout in a retail environment and customer flow within the pop-up space. Deliverables included: securing a location that best allowed TheRealReal to interact with their target demo, sourcing of store fixtures, operational elements and back of house, and budget and production oversight from build-out to break-down.
Results: After two successful weeks, The RealReal extended their pop-up in Soho. Over the duration of the pop-up, they garnered media coverage from major outlets including BBC Radio, RackedNY, Harpers Bazaar, Hollywood Reporter and more. Following its success, The RealReal opened their first permanent location in Soho.
CONTINUED POP-UP SUCCESS
After the successful NYC Pop-Up, The Lion’esque Group assisted The RealReal in opening two additional pop-ups.
“Once somebody walks in and gets sucked into the cool features and values of the brand, they become loyalists”
+Since the San Francisco pop-up wrapped, The RealReal has seen a 500% yy increase in the number of online buyers from the
+The average order value in store is six times that of online orders
“These shops help to build awareness in new markets that lives on when the pop-up is gone.”
Due to demand, the Las Vegas pop-up extended from 2 months to 4 months.