Gucci partners with The RealReal — it's a thrifty shift for the luxe label

No Fake Friends... The RealReal cares more about "no fake bags." The luxury consignment startup can sniff out a knockoff Celine Mini purse from a mile away (the C looks a little off). It IPO'd last year, bringing its online marketplace for verified 2nd-hand luxury goods public. It's now worth $1.3B and has over 17M users, though sales have struggled during the pandemic (no one sees your Yeezys on Zoom). How it works:

• For sellers: Those Louboutin pumps cost you $900, so you're probably not dropping them off at Goodwill. TRR checks that they're legit, prices them, then sells them for you.
• For The RealReal: TRR takes a big cut of your sale — generally around 40%-50%, depending on the item price/category. Then it pays you the rest in commission.
• For buyers: Buyers want that stainless steel Rolex at a discount, and want to be sure that it's not a Fauxlex — though, TRR doesn't have a perfect record catching imposters.

Like a vintage Birkin bag... TRR just landed a big fish. It's launching a clutch partnership with Gucci, offering a dedicated Gucci e-shop with consignors’ items and merch provided directly by Gucci itself. Also: for every “G”-stamped item sold, TRR will plant a tree (claaassic "throw in a tree" move). TRR stock jumped on Gucci's nod of approval.