Julie Wainwright identifies local representation as key to The RealReal's success

In America, Julie Wainwright, a visionary in the fashion industry, highlights the significance of local representation in the growth of her luxury consignment company, The RealReal. This approach was pivotal in establishing trust and understanding among clients, especially in the early stages of the company. Wainwright stated that the brand's commitment to sustainability gained recognition when it became the first luxury brand member of the Ellen MacArthur Foundation's CE100 USA, emphasizing the need for a transparent and accessible consignment process. To facilitate this, a dedicated sales team was deployed to engage with potential consignors in their communities. Wainwright illustrated this model by recounting the role of local advocates who connected with clients and communicated the value of consigning items effectively. These representatives would be individuals who understood the community's culture and language, fostering rapport and trust. This locally grounded strategy proved crucial for operational success in a competitive market, as the brand could not solely rely on passive inbound consignments. The proactive approach involved a detailed education process, explaining the benefits and workings of consignment. Wainwright's insights further reflect on the operational challenges she faced while scaling the company. She notes that setting clear goals and understanding the economic throughput of various roles within the organization were essential to avoid inventory build-up, which can be detrimental to both consignors and the business itself. Her experience taught her that without understanding these dynamics, waste could ensue, adversely impacting the company's success. Looking back, she acknowledges that her varied experiences in different roles, even as far back as her time at Clorox, provided her with the knowledge necessary to navigate the complexities of running a large operation. This multifaceted background became invaluable as The RealReal evolved into a significant player in the fashion industry, highlighting that hard work and strategic thinking are imperative for sustainable growth.