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August 29, 2020 4 min read

The Real Real fashion site is worth $ 2 billion and is also ecological with astronomical value after the IPO, the site founded in 2017 by Julia Wainwright offers for sale vintage fashion items, among them top designers; The site is one of the largest arenas in the world that serve the sustainability movement The Real Real , Buy and sell fun second-hand fashion. One of the largest arenas in the world that successfully serves this interest, is the American site The real real for selling and buying second-hand super-brands. Read more in Calcalist: Trustees of the Michal Negrin chain to the court: It is difficult to find a factor that will take over all the activities of the companies Photographer Tim Walker presents a dream exhibition directly from the basements of the Victoria and Albert Museum Fashion crime: The dirty laundry "In the first year of its operation, the site sold jewelry and clothing worth $ 10 million and since then more than eight million items have been sold. In June this year, the company was listed on the stock exchange and its value as of early November is estimated at $ 2 billion. Founder of The Real Real Julia Wainwright Founder of The Real real Julia Wainwright Photo: AFP With over a million members, three physical stores operating in New York and Los Angeles, and a fourth to open in 2020 in San Francisco, The Real real define themselves as a luxury company Last year they launched a sustainability calculator that calculates how much transportation, water and air pollution expenses are saved on every purchase on the site, compared to buying a new item. Chanel and Labutin's second hand details Chanel and Labotin's second hand Photo: The Real real In an interview with Forbes said Founder Weiner It's because people who sell their items for a second understand the great value of buying a super-branded item and consider it a long-term investment. The idea that the items continue to be valuable even after they leave the store as new and the ecological profit obtained from the second-hand sale process, has recently also begun to interest the super brands, who are interested in positioning themselves as ecological companies. Stella McCartney was quick to acknowledge this - the only designer in the fashion world who adhered to ecological principles long before the subject became a trend. Last April, it signed a cooperation agreement with the site, according to which anyone who offers a Stella McCartney item for sale on the site will receive a $ 100 voucher for purchases at McCartney stores. McCartney paved the way for the British super brand Barbary, which in early October began offering anyone who buys second-hand Barbary items at The Real Real, "a unique shopping experience at one of the US Barbary stores, including an array of personal proprietary, accompanied by champagne, boutique tea and a show. Items from the last display. ' At the same time, Barbary has pledged to get rid of all plastic packaging by 2025. All this is happening after reports ran on the net that Barbary had burned damaged goods worth over £ 90 million in the last five years. Designer Stella McCartney. Commercial collaboration with ecological principles designer Stella McCartney. Commercial Collaboration with Ecological Principles Photo: AFP The items for sale arrive at the company's headquarters in San Francisco, where they are valued and priced. They are photographed and uploaded for sale to the site, and when the item is sold the owner of the item receives 5 percent of the sales profit. Discounts vary depending on the popularity of the item. For example, a new Gucci bag that costs $ 2,900 at the store sold at The Real Real for $ 545. On the other hand, a new Gucci wallet that costs $ 480 can be found on the website for $ 345. One of the complicated issues faced by the site is the authenticity of the items offered for sale. The French super brand Chanel, in November last year, accused the site of selling counterfeit bags of the brand, even though the site claims to have more than 50 experts whose entire job is to verify the authenticity of the items. Chanel has filed a lawsuit in court alleging that at least seven counterfeit cases were put up for sale on the site. On the other hand, the defense claims that everything is a false plot on the part of Chanel, which is trying to prevent the sale of items at a second hand to keep people who want to buy them at lower prices than those in the store, thus limiting this sales arena. Suspicions against The Real Real have intensified with a CNBC investigation released this month, in which dozens of former Real Real employees were interviewed who testified that the workers whose job it is to verify the authenticity of the products are not adequately trained and that the counterfeits have become very sophisticated. In response to the investigation, The Real Real denied the allegations. Bottom line: Despite the increase in the number of customers, the site does not see an increase in profits. Revenue in the third quarter increased by 55% to $ 80.5 million and the number of orders from the site increased by 41% compared to last year. But this year the site spent $ 25.3 million compared to $ 21.9 million last year for marketing costs that will include technology and investment in physical stores.

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