OUR VOICE
The RealReal Voice
Yes, we are luxury obsessed. You can hear it in our voice. We speak from a position of real authority and real expertise. Knowledge is our greatest asset, and we share it generously, using our humor, wit and enthusiasm to engage, delight and build an authentic connection with our community.
The Tenets of The RealReal Voice
REAL
We speak like a friend speaking to friends. We’re authentic, conversational, and transparent.
WITTY
We use humor to connect with our community but we keep it dry and smart, not silly or slapstick
CURRENT
We show we’re relevant by tapping into the zeitgeist and utilizing internet language and references when appropriate
RELATABLE
We meet our community where they are and speak to shared feelings and experiences
EXPERT
We know our stuff and share it enthusiastically without seeming
holier-than-thou
ELEVATED
Our vision of luxury is accessible, inclusive, and fun
CLEAR & PRACTICAL
We don’t bury the lead or create riddles.
We stay away from complex metaphors and flowery language
Hitting the Right Tone
We use the tenets of our voice to create consistency in tone. That said, our voice flexes to meet the channel we are writing for. In the client journey, sometimes a more fun, playful voice is appropriate, but in others a more clear, direct voice works best. We use a messaging funnel as a guide for when to dial up the personality in our voice, and when to dial it down. In other words, know your audience.
Emotive vs. Direct Voice
In all communications we strive to impart information in a clear and direct manner, but we also have valuable opportunities to lean into our values and establish authentic connections with our members and our community. In TRR messaging, there is room for both the emotive and the direct.
Emotive
Speak to our members as individuals; speak to our values as a company. Make our mission relatable and encourage and empower members to join us not only in our obsession with luxury, but also in our love for the planet.
Examples:
Shop with us. Sell with us. Dream with us.
You Love our Planet Too
We love smart shoppers. We really love smart sellers
Luxury you can feel good about
Direct
A very clear message. A direct call to action. Highlight numbers, brands, facts. Capture people’s attention.
Examples:
Gucci at 80% off Retail
Earn Up to 3X More
Ask Us How to Sell Today
Three Words: Get Paid Now
Making Our Brand Values Relatable
Our tone is always Real and conversational. This is particularly important when we are talking about the values we stand behind. Try to speak in terms every TRR Member can relate to. Don’t preach, engage.
Sustainability
A crucial part of our mission; we want our members to join us in this quest. When speaking about sustainability, avoid impersonal industry terminology like “Join the Circular Economy.” Instead, put the member at the center of the conversation, making sense of how one person consigning one item will have a positive impact on the environment.
Examples:
Site Banner: Smart. Sustainable. Simple.
Sell and Shop With Us Today
In-store: What’s Your Fashion Footprint?
Reduce your impact on the environment by investing in pre-owned pieces that stand the test of time.
Email: Because You Love The Planet Too
Luxury goods are made to last. By selling with The RealReal, you ensure that they stay in circulation. Fewer discards go into landfills. Less manufacturing means a cleaner environment.
Editorial / Social: Did you know that it takes approximately 10,000 liters of water to produce one pair of jeans? Since our founding, the resale of men’s and women’s jeans on TRR has saved 827 million liters of water. (That’s a lot!) Caring for your jeans properly will extend their life, and re-selling instead of tossing will keep them in the circular economy and out of a landfill. Hit the #linkinbio for our expert’s tip on caring for your denim.
Expertise & Authentication
Real is in our name—twice. We speak from a position of authority and authenticity. We take every opportunity—big or small—to share our knowledge and expertise. It’s how we inspire trust and build community.
Examples:
Site Banner: At The RealReal, there’s an authentication expert behind every item. Whether you’re selling or shopping, you can rest assured: We know Real.
In-store: Cartier watches. Tiffany bracelets. Vuitton, Gucci and Hermès bags. All rigorously authenticated by our team of Experts. If you see it here, you can rest assured it’s the RealReal deal.
IG Post: You may look at this #Fendi Boston bag and think: Perfect, I can fit my whole life in it. But you should fight that impulse. "Heavy items and overfilling can cause softer leather to stretch and warp, impacting the shape and causing the base to sag," explains #TRRChicago-based Valuation Manager Julia Lund. "Essentials only!"
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For more tips on protecting your prized bags, hit the #linkinbio
Luxury
Our view of luxury is accessible and inclusive (we ourselves are luxury obsessed!) When we speak about luxury we encourage our members not only to develop their own healthy obsessions, but also to be smart about their investments.
Examples:
Site Banner: Luxury Never Gets Old
In-store: Change the Way You Shop
It’s not a splurge. It’s an investment. Find thousands of gently loved luxury items to add to your closet – er, portfolio – every day on The RealReal.
Email: Stalk Your Obsessions; Luxury Never Sleeps
Editorial: Guccify Yourself; Reign Supreme; L.V. for M.E; A Whole Lotta Prada
Social: This #Dior bag is at the top of our spring wishlist. What are you dreaming of this season? Let us know below 👇
Words Matter: Taglines
Sometimes it only takes a few words to sum us up. Here are the current and approved TRR brand taglines (and accompanying CTAs) that do it best.
Luxury Is Yours to Define
Long Live Luxury
The Future of Fashion Is Circular
Shop. Sell. Pass It On.
Luxury For All
Keep It Real
Find Your Real
A Note on Using “Sell” vs. “Consign”
TRR is a platform for consignment: we take possession of items from our members and make them available for sale online and in our stores. We do not own the items we post for sale. Only after an item has been sold does the member who has consigned with us receive payment.
That said, experience has taught us that many people do not fully understand the concept of consignment and that “selling with TRR” is a much more relatable concept than “consigning with TRR.”
Consignor
This is the official term for Members who sell with TRR; we try not to use it in client-facing messaging.
Seller
We are legally prohibited from using “seller” or “sellers” to refer to our consignors. So while we may use the word “sell” to explain the process of consigning with TRR we cannot refer to consignors as sellers in our external communications.
Try to Find Workarounds
Yes, there will be instances where we have to say “consignor” in client-facing touchpoints, but when possible try to find a workaround. For example: “members that sell with us”.