spec: THE REAL REAL

IT WAS MY MOM’S

"It was my mom's…" - the golden phrase on every girl's lips when asked about the origins of their perfect accessory. There's a certain allure to owning something so unattainable, a piece you only have because someone else had it first.

Sell the piece with its story; launch a campaign highlighting the original owners. While The Real Real customers may not be able to claim it as their mom's, they can still know that their Chanel Classic Flap Bag was bought by Ruby in 1985, who purchased it after getting her first article published in Glamour Magazine.

Launch with a social campaign featuring Architectural Digest-style videos inside the closets of influencers and founders, exploring where their pieces came from. following with influencer curated pick lists shoppable for The Real Real customers online.