The RealReal pushes shoppers glued to unworn designer goods toward consignment

September 18, 2024

The initiative aims to push viewers to make the plunge into resale. Image credit: TheRealReal

By Zach James for Luxury Daily News Service

Luxury resale platform The RealReal is uplifting the emotional ties its clients forge with their clothing.

The campaign, titled “If you loved me, let me go to…The RealReal,” promotes the company’s consignment service by addressing the stress of selling items that viewers hold dear, encouraging audiences to offload these treasures so that its next owner can create new memories with them. Launched this month, the 15- and 30-second TV, online video and social spots are currently running.

“Our closets are emotional,” said Caroline Gardner, head of integrated brand marketing at The RealReal, in a statement.

“We fall in love with items that express who we are, and then live our lives with them, it’s sometimes hard to let go of that past,” Ms. Gardner said. “This campaign brings that sentiment to life in a new way, by showing audiences that the ultimate expression of love for that item and the memories you share is through letting it go to someone else who will love it too.

“We’re excited for this love letter to our most loved items to connect with consumers as we can all relate to the feeling of cherishing those special valuables we wore or purchased that marked a before and after in our lives.”

Spreading the love
Created in collaboration with Los Angeles-based advertising agency Team One, the campaign takes the form of a series of vignettes told from the perspective of secondhand garments.

From weddings to goofy adventures and career advancement, the film displays a variety of milestones that could be meaningful to a consumer, ones that would hold them back from reselling the clothes they were wearing during those moments.

The ads end with the items reciting the name of the campaign as a call-to-action.

The RealReal presents “If you loved me, let me go to The RealReal”

“We have a long history of partnering with premium brands to help them connect with cultural and social truths,” said Chris Graves, chief creative officer at Team One, in a statement.

“We embraced The RealReal’s brief of tapping into their audience’s emotional consignment journey to remind them sometimes, we need to let go of the things we love most,” Mr. Graves said. “The RealReal’s advertising plays heavily into the emotional relationship we develop with valuable items that define or represent key moments in our life, reminding us that new chapters can be cathartic and beneficial in so many ways.”

British Airways took a similar approach in a recent marketing push, platforming the positive impact that travel can have on a person and highlighting how the airline makes those memories possible (see story).

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