{"id":6149,"date":"2018-03-21T16:03:44","date_gmt":"2018-03-21T16:03:44","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=6149"},"modified":"2026-03-18T22:55:48","modified_gmt":"2026-03-18T22:55:48","slug":"realreals-pop-store-associate-director-pop-ups","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/realreals-pop-store-associate-director-pop-ups\/","title":{"rendered":"How The RealReal Uses Pop-Up Stores to Bring Luxury Resale Offline"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/realreals-pop-store-associate-director-pop-ups\/#Why_digital-first_brands_like_The_RealReal_use_pop-ups\" title=\"Why digital-first brands like The RealReal use pop-ups\">Why digital-first brands like The RealReal use pop-ups<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/realreals-pop-store-associate-director-pop-ups\/#From_online_marketplace_to_physical_experience\" title=\"From online marketplace to physical experience\">From online marketplace to physical experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/realreals-pop-store-associate-director-pop-ups\/#Choosing_the_right_locations_for_pop-ups\" title=\"Choosing the right locations for pop-ups\">Choosing the right locations for pop-ups<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/realreals-pop-store-associate-director-pop-ups\/#Designing_a_pop-up_that_builds_trust\" title=\"Designing a pop-up that builds trust\">Designing a pop-up that builds trust<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/realreals-pop-store-associate-director-pop-ups\/#Pop-ups_as_a_customer_acquisition_channel\" title=\"Pop-ups as a customer acquisition channel\">Pop-ups as a customer acquisition channel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/realreals-pop-store-associate-director-pop-ups\/#What_brands_can_learn_from_The_RealReal\" title=\"What brands can learn from The RealReal\">What brands can learn from The RealReal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/realreals-pop-store-associate-director-pop-ups\/#Bringing_your_brand_into_the_real_world\" title=\"Bringing your brand into the real world\">Bringing your brand into the real world<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>The <a href=\"https:\/\/www.therealreal.com\/\" class=\"ek-link\">RealReal<\/a> has built its reputation as the leading online marketplace for authenticated luxury consignment, offering thousands of new arrivals daily across fashion, jewelry, and home. As a digital-first business, the brand has also explored physical retail through pop-up stores to deepen customer engagement and bring its online experience to life.<\/p>\n\n\n\n<p>This approach reflects a broader shift among ecommerce and DTC brands, where temporary retail is used to connect with customers in more tangible, high-impact ways.<\/p>\n\n\n\n<p>This article is a continuation of <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/bring-e-commerce-brand-life-pop-stores\/\" class=\"ek-link\">The Complete Guide to Ecommerce &amp; DTC Brands Opening Pop-Up Shops<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_digital-first_brands_like_The_RealReal_use_pop-ups\"><\/span>Why digital-first brands like The RealReal use pop-ups<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-1024x683.jpg\" alt=\"RealReal is the leading online marketplace for authenticated luxury consignment\" class=\"wp-image-6165\" style=\"width:792px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-1140x760.jpg 1140w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-272x182.jpg 272w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>For online marketplaces, one of the biggest challenges is translating trust and experience into the physical world.<\/p>\n\n\n\n<p>Pop-up stores offer a solution.<\/p>\n\n\n\n<p>They allow brands like The RealReal to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>showcase product quality and authentication standards in person<\/li>\n\n\n\n<li>build trust with new customers<\/li>\n\n\n\n<li>create meaningful, educational interactions<\/li>\n\n\n\n<li>drive both offline and online conversions<\/li>\n<\/ul>\n\n\n\n<p>This is especially important in luxury resale, where customers want to see and feel products before purchasing.<\/p>\n\n\n\n<p>If you are exploring a similar strategy, this guide on <a href=\"https:\/\/www.thestorefront.com\/mag\/bring-e-commerce-brand-life-pop-stores\/\">ecommerce brands opening pop-up stores<\/a> breaks down how digital brands successfully transition into physical retail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"From_online_marketplace_to_physical_experience\"><\/span>From online marketplace to physical experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The RealReal\u2019s move into physical retail highlights the importance of experience-led design.<\/p>\n\n\n\n<p>Rather than replicating a traditional store, the brand focuses on creating spaces that:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>reflect its digital identity<\/li>\n\n\n\n<li>highlight curated selections of inventory<\/li>\n\n\n\n<li>encourage discovery and browsing<\/li>\n\n\n\n<li>facilitate conversations between staff and customers<\/li>\n<\/ul>\n\n\n\n<p>The goal is not just to sell products, but to educate customers about luxury resale and authentication.<\/p>\n\n\n\n<p>This aligns with wider trends explored in how <a href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/\">fashion brands use pop-up stores<\/a> to drive cultural relevance and engagement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Choosing_the_right_locations_for_pop-ups\"><\/span>Choosing the right locations for pop-ups<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Location plays a critical role in the success of any pop-up strategy.<\/p>\n\n\n\n<p>The RealReal has focused on high-footfall, high-intent retail destinations where luxury shoppers already spend time.<\/p>\n\n\n\n<p>Key types of locations include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>premium shopping districts<\/li>\n\n\n\n<li>tourist-heavy retail hubs<\/li>\n\n\n\n<li>cities with strong fashion and resale markets<\/li>\n<\/ul>\n\n\n\n<p>For example, neighborhoods like <a href=\"https:\/\/www.thestorefront.com\/search\/new-york\/soho\" class=\"ek-link\">SoHo in New York<\/a> offer a mix of local and international shoppers, making them ideal for brand discovery.<\/p>\n\n\n\n<p>Similarly, markets like <a href=\"https:\/\/www.thestorefront.com\/search\/san-francisco\" class=\"ek-link\">San Francisco<\/a> provide access to digitally native consumers who are already familiar with ecommerce platforms.<\/p>\n\n\n\n<p>Choosing the right neighborhood is often the difference between a pop-up that drives awareness and one that drives real conversion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Designing_a_pop-up_that_builds_trust\"><\/span>Designing a pop-up that builds trust<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For a brand like The RealReal, design is not just about aesthetics. It is about credibility.<\/p>\n\n\n\n<p>Pop-up stores need to communicate:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>authenticity<\/li>\n\n\n\n<li>quality<\/li>\n\n\n\n<li>curation<\/li>\n\n\n\n<li>ease of shopping<\/li>\n<\/ul>\n\n\n\n<p>This is achieved through thoughtful layout, clear product presentation, and space planning that encourages interaction.<\/p>\n\n\n\n<p>If you are planning your own activation, this guide on <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-store-design\/\" class=\"ek-link\">pop-up store design<\/a> covers layout strategies, display techniques, and proven retail concepts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pop-ups_as_a_customer_acquisition_channel\"><\/span>Pop-ups as a customer acquisition channel<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>One of the most powerful aspects of pop-up retail is its ability to drive both physical and digital growth.<\/p>\n\n\n\n<p>For The RealReal, pop-ups serve as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>customer acquisition channels for new markets<\/li>\n\n\n\n<li>brand awareness tools in high-traffic cities<\/li>\n\n\n\n<li>conversion drivers for online engagement<\/li>\n<\/ul>\n\n\n\n<p>Customers who discover the brand in-store often continue their journey online, creating a seamless omnichannel experience.<\/p>\n\n\n\n<p>This is a key advantage for ecommerce brands looking to scale without committing to long-term retail leases.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_brands_can_learn_from_The_RealReal\"><\/span>What brands can learn from The RealReal<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The RealReal\u2019s approach highlights several important lessons for brands considering pop-up retail:<\/p>\n\n\n\n<p><strong>Use physical retail to build trust<br><\/strong>Especially for high-value or complex products, in-person interaction can significantly increase conversion.<\/p>\n\n\n\n<p><strong>Focus on education, not just transactions<br><\/strong>Pop-ups are an opportunity to tell your brand story and explain your value proposition.<\/p>\n\n\n\n<p><strong>Choose locations strategically<br><\/strong>High-footfall neighborhoods with aligned audiences deliver stronger results.<\/p>\n\n\n\n<p><strong>Design for experience<br><\/strong>A well-designed space encourages customers to stay longer and engage more deeply.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bringing_your_brand_into_the_real_world\"><\/span>Bringing your brand into the real world<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pop-up stores are no longer just a trend. They are a core strategy for digital brands looking to build stronger relationships with their customers.<\/p>\n\n\n\n<p>By combining the reach of ecommerce with the impact of physical retail, brands like The RealReal are creating experiences that drive both trust and growth.<\/p>\n\n\n\n<p>If you are ready to explore your own pop-up strategy, you can browse available spaces worldwide on <a href=\"https:\/\/www.thestorefront.com\/\" class=\"ek-link\"><strong>Storefront<\/strong><\/a> and find the right location to bring your brand to life.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how The RealReal uses pop-up stores to transform its online luxury resale experience into physical retail, building trust and engaging new customers in key markets.<\/p>\n","protected":false},"author":23,"featured_media":6165,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6842,155],"tags":[452,11],"class_list":["post-6149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dtc-and-ecommerce","category-inspiration","tag-brands","tag-brick-and-mortar"],"qubely_featured_image_url":{"full":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050.jpg",5399,3599,false],"landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050.jpg",1125,750,false],"portraits":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050.jpg",480,320,false],"thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-150x150.jpg",150,150,true],"medium":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-300x200.jpg",300,200,true],"medium_large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-768x512.jpg",768,512,true],"large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050.jpg",1536,1024,false],"2048x2048":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050.jpg",2048,1365,false],"qubely_landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050.jpg",1125,750,false],"qubely_portrait":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050.jpg",480,320,false],"qubely_thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050.jpg",140,93,false],"yarpp-thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/03\/photo-1445205170230-053b83016050.jpg",120,80,false]},"qubely_author":{"display_name":"Arielle Crane","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/acr\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/dtc-and-ecommerce\/\" rel=\"category tag\">DTC and Ecommerce<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/inspiration\/\" rel=\"category tag\">Inspiration<\/a>","qubely_excerpt":"Learn how The RealReal uses pop-up stores to transform its online luxury resale experience into physical retail, building trust and engaging new customers in key markets.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/6149","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=6149"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/6149\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/6165"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=6149"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=6149"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=6149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}