Kardashian Kloset vs. The RealReal is a real showdown of “Influencer” versus “Expert” brand value in battlelines to claim the crown of luxury resale platform extraordinaire!
In a similarity disruptive pursuit to resale luxury fashion. Kardashian Kloset is essentially taking on The RealReal, utilizing its influential marketing skills and lifestyle awareness appeal.
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eBay remains in the same position as Amazon, which both eBay and Amazon while being online giants still have struggled to control the luxury retail marketplace. Even with eBay leading the online auction space and Amazon dominating online retail.
“It’s hard to mix luxury brands among accessible brands, a belief or theory that luxury is not intended for the masses.”
What Is Kardashian Kloset?
Kardashian Kloset is the first luxury designer resale site featuring the Kardashian Jenner family’s fabulous and fun clothing! Each authentic item has been hand-selected and is now available exclusively for the public to purchase.
By the way, the Kardashian Kloset has a very strict return and cancellation policy. All sales are final. No returns, exchanges, refunds or cancellations.
“Yes! Dreams do come true finally you can dress like a Kardashian or Jenner!
What Is The RealReal?
The RealReal is the leader in authenticated luxury consignment. Every item is 100% authenticated by an expert.
According to Harvard Business School, “Now luxury in the secondary market is one of the largest growing consumer segments, but the consignment concept has largely gone untouched since its inception in the 1900s.”
Where a Forbes article cited “The most amazing development is in the sneaker resale industry. A recent study shows that resale sneaker sales now account for more than $2 billion in annual sales. By 2025, sales could reach $6 billion in the resale market.” The article suggests there are strong demands for athletic shoes like Nike’s Air Jordan 1, Adidas’ Yeezy Boost, Nike’s Air MAX, Balenciaga’s Triple S, Fendi’s Multicolor, and Van’s F.O.G. (Fear of God).
Will secondhand luxury drive the consumer marketplace to dethrone fast-fashion retailers like Zara and H&M??
The secondhand retail market is a $24 billion dollar industry and is on track to outpace fast-fashion retailers by 2028. Presently fast fashion is a $2.5 trillion dollar industry.
Last year The RealReal made $207 million in revenue and credits luxury sales for most of its earnings. Making their success very significant for resale of authenticated luxury goods from iconic luxury brands such as Gucci, Chanel, and Hermès. Celebrating a blockbuster IPO success with a $1 Billion brand evaluation this year priced at $20 a share, that jumped almost 50% in the first few minutes of trading after raising $300 million dollars.
However, don’t count Kardashian Kloset out as a top contender. At first appearance, their site seems somewhat simplistic by choice. With their creative marketing geniuses, they probably made this decision and the site does run on the robust Shopify platform that offers a wide variety of predesigned website templates.
Shopify provides one platform that lets you sell wherever your customers are—online, in person, and everywhere in between. This is the same platform that powers Kardashian Kloset!
If Kardashian Kloset decided to resale any merchandise from Kylie Cosmetics has also a 1 Billion brand evaluation or KKW Beauty has already generated $100 million in revenue, it would give everyone in the luxury resale space a real reality wake up call!
Right now Kardashian Kloset is “sort of copying” what everyone else is doing in the luxury resale space. Unlike their competitors they are actually owners of their brands and without licensing deals for Kylie Cosmetics and KKW Beauty, allowing them to be very disruptive in the luxury resale space if they wanted.
Also, the family has collectively launched a series of new brands tapping into different industries. Kylie launched “Kylie Skins” offering skincare products that are cruelty-free, gluten-free, sulfate-free, paraben-free, vegan, and dermatologist tested. Kim also launched “SKIMS” which she calls “Solutionwear” that provides superior options for all shapes & tones.
Kim has always mentioned in interviews that she is a big fan of Spanx by female billionaire Sara Blakely. Spanx is disruptive with their new leggings, a real hit for Fall and Winter fashion for women!
Kim’s move to add inclusion to shapewear is similar to how Rihanna disrupts the beauty industry with Fenty Beauty creating alternative options for 50 groundbreaking shades, introducing the new concept that Fenty Beauty is made for women of all skin tones.
It might be worthwhile for Kardashian Kloset to explore thinking outside the box in the luxury resale space.
By offering discontinued products from their own brands on Kardashian Kloset, they could not only disrupt but also shake up the luxury resale space!
For example last December, Kylie introduced The Silver Series featuring 16 luxury makeup brushes as a complete set for $360 and went under fire from some fans. However, it still sold out anyway.
Hot-selling last year’s limited editions would be ideal to appear on Kardashian Kloset, “allowing Kylie to profit from last year luxury brushes resale!”
Kylie Cosmetics and Ulta Beauty teamed up to offer products in stores.