How Warby Parker turned a $140B industry on its head

Warby Parker set out to fix a significant problem: glasses were as pricey as a luxury vacation!

With a direct-to-consumer (DTC) model, Warby Parker told glasses-wearers they deserved quality, convenience, and affordability without compromising. And it was that strategy that shook up a $140 billion industry.

Let's break down exactly how they did it.

Warby Parker’s secret sauce was their Home Try-On programme. This model allowed customers to choose 5 frames to try on at home, which meant the brand could sell stylish glasses for just US$95. This was an absolute steal compared to the prices of traditional retailers.

And it didn't take long for the brand to see success. Shortly after launching, Warby Parker generated significant word-of-mouth buzz. Soon, demand was so high for their glasses that they had a 20,000-customer waitlist!

But letting shoppers try on glasses at home wasn't the only thing that set Warby Parker apart.

From the start, the brand showed a commitment to social responsibility.

Their 'Buy a Pair, Give a Pair' programme has donated over 5 million pairs of glasses to those in need across more than 50 countries. Additionally, the Pupils Project, launched in 2015, provides free prescription glasses to U.S. schoolchildren.

The brand prominently features these initiatives on their blog and social media channels. And their emphasis on philanthropic efforts means their customers can feel good about choosing the Warby Parker brand.

Aside from their philanthropic work, Warby Parker also has a keen focus on customer engagement.

Their 'Wearing Warby' series features customer stories through video interviews and blog posts, making customers feel seen and represented. The brand also leverages user-generated content (UGC) to connect with their audience. Their Home Try-On packaging encourages customers to share pictures on social media using the hashtag #warbyhometryon.

And this strategy has resulted in over 56,000 user-generated videos. But it's not just about creating content. Customers who shared UGC content were found to be 50% more likely to make a purchase.

Beyond using social media to build their brand, Warby Parker uses a mobile-first approach, which includes award-winning apps. Customers can do virtual try-ons and get prescription updates from home, making it super easy to engage with the brand.

So what can brands learn from Warby Parker?

• Challenge the status quo while offering value. Warby Parker identified a pain point (expensive glasses) and offered a solution (direct-to-consumer, affordable pricing). So don't be afraid to question the norm in your industry.

• Build brand love through social responsibility and customer engagement. Warby Parker's ‘Buy a Pair, Give a Pair’ programme and user-generated content strategy fostered a sense of community and purpose, building brand loyalty. Showcase your brand's commitment to a social cause that aligns with your target audience's values, and empower your customers to be part of the story.

• Embrace digital and mobile-first strategies. Warby Parker's focus on virtual try-on apps caters to modern consumer behaviour and convenience. So think about how your brand can enhance the customer experience, perhaps by using VR or AR to let them try before they buy.

-Devin, Copywriter