November 27, 2023 | A Conversation with Caroline Gardner, Head of Brand Marketing and Experience at The RealReal

The Georgetown Retail and Luxury Association (GRLA) had the pleasure of welcoming Caroline Gardner, Head of Integrated Brand Marketing & Experience at The RealReal. The conversation was moderated by Mackenzie Glanville, GRLA’s Vice President. The discussion began by exploring the evolving definition of luxury, touching on its personal and subjective nature. The RealReal emphasizes the shift towards sustainability in luxury, with a focus on craftsmanship and items meant to be passed down through generations. The discussion revealed the brand's mission, emphasizing authentication and creating a marketplace for buying and selling luxury items.

The conversation transitioned to The RealReal's unique approach to online presence, highlighting the importance of authenticity and organic engagement, illustrated by organic campaigns like the "RealReal Graveyard." The brand's marketing decisions were explored, emphasizing the thrill of discovery and the creative outlet provided by the platform. Insights into the company's evolving trajectory, including its values of "conscious luxury" and "community," provided a glimpse into the future of the brand.

The interview also touched on The RealReal's culture, characterized by a fun and inclusive environment with a strong focus on sustainability. Practical advice for students included leveraging their proficiency in the online space and recognizing the value they bring to luxury brands navigating the digital landscape. The RealReal's unique position in the resale space was emphasized, distinguishing it from competitors and underlining its commitment to providing a full-service experience for both buyers and sellers.

Lessons from the interview included the importance of awareness-building through brick-and-mortar stores, aligning brand messages across various channels, and recognizing the role of influencers in the current marketing landscape. The competitive landscape, the significance of a strong network in career development, and the evolving nature of e-commerce and marketing were also discussed. Overall, the interview provided valuable insights into the dynamics of luxury consignment and the brand's vision for the future.

- Camila Larrain