Why this matters is more important than you think, even if you choose to invest in other ways of treating yo'self. It means that, in addition to a knockoff market that isn't slowing down, luxury brands have yet another competitor to stave off: the no longer-hushed world of consignment. And The RealReal, which boasts brick-and-mortar stores in New York and L.A., is mirroring the luxury shopping experience both on and offline. There are even discounts on top of its already discounted merchandise, while most luxury brands only offer discounts once a quarter (if at all).