Marketing Management at Warby Parker
Started by four Wharton MBA graduates, e-commerce start-up Warby Parker is challenging eyewear mammoth Luxottica with a marketing strategy that cleverly combines fashion, value, customer experience, and social responsibility.
With material for frames from a family-owned Italian company, assembly in China, and no middleman, it promises quality comparable to that of well-known designers at a fraction of the cost. Warby Parker eyeglasses sell for a flat $95 (or $145 for titanium frames) with free shipping and free returns.
To assess fit, customers can use a virtual try-on tool employing facial recognition technology or have up to five sample pairs shipped to try on in person.
Promoting “eyewear with a purpose,” Warby Parker donates one pair for every pair sold. To expand reach and engagement beyond its Web site, the company has launched shops within shops in selected cities and operates a flagship store in New York City.
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