The RealReal, a luxury consignment shop has recently opened its doors in fashion mecca New York City. The premium shop began strictly with an online presence six years ago. It later re-invented itself with the advent of pop-up marketing. This opportunity allowed the brand to test out the retail market with a temporary physical presence in efforts to foster brand awareness. The concept worked so well that it garnered $2 million in revenue. Founder and Chief Executive Officer, Julie Wainwright launched another successful pop-up event in San Francisco California. Shortly after, the company noticed that there was a constant 500 percent increase of online buyers from the west coast area. Next, the resale company will explore pop-up series in other cities like Las Vegas. The RealReal has revolutionized the fashion industry by bringing a new shopping experience to the general public. The company has incorporated posh details like a coffee shop and a flower store in the Soho New York location. They also feature shopping events and learning courses on luxury brands and jewelry insight. The RealReal will continuously recreate its brand and keep customers on the edge of their seats by bringing new concepts to its future stores. Gucci, Louis Vuitton, Saint Laurent, and Celine are high-end labels that the brand offers their customers. The company’s savvy staff find creative ways to keep their in-store racks and online inventory stocked with premium apparel, high-end jewelry, and elegant homewares. Businesswoman Julie Wainwright feels that her success hinges on cultivating and sustaining customer trust and brand credibility. She professionally inspects and authenticates all consignment merchandise before it is presented for sale. The RealReal has created six valuation offices in the US that takes care of these processes. The offices also allow resellers to gain quotes and to drop off items for online sales. The RealReal is at the forefront of the luxury resale market-it adds another level to the average shopping experience. The company’s physical presence will indelibly enhance New York City’s fashion landscape.