In this article, we'll see how Warby Parker leveraged the DTC model to gain market share.
To keep the price down, Warby Parker starts with the following:
1. Warby Parker has professional designers to design frame styles to avoid the high licensing fees of well-known brands;
2. The material of the glasses is diacetate plastic grade cellulose acetate, which comes from an Italian family business, and the frames are assembled in China. Reduce rent payments and labor costs;
3. Online channels reduce the operating costs of physical stores.
Ultimately, Warby Parker set the price at $95, locking in a price advantage.
02. Humanized service, establish brand image
Warby Parker observed that the most important thing consumers care about is whether the glasses look good on them.
As a result, Warby Parker launched a virtual try-on mode, where consumers can experience the effect of wearing glasses online. In addition, consumers can also choose 5 frames for free and send them to their homes to try on, and send them back for free after 5 days.
