With online shopping becoming more and more popular (Zappos.com). Warby Parker decided to take advantage of this. A 1-year old company based in New York City started by 4 friends from business school, Warby Parker is an alternative to the overpriced and bland eyewear available today. According to them prescription eyewear simply should not cost $300+. They think they can persuade people to shop online for glasses, with a combination of fashion, low prices, technology and old-fashioned customer service. By getting rid of traditional channels and engaging with customers directly through their website, their glasses brand Warby Parker is able to provide higher-quality, better-looking prescription eyewear for under $100. The Warby Parker aesthetic is vintage-inspired, with a fashion forward twist (inspired by MadMen) - and every pair is custom fit with anti-reflective, polycarbonate prescription lenses. They order the acetate for the frames directly from a supplier in Italy, have them made in the same Chinese factories the big companies use and the lenses are inserted in New York. They get rid of the middlemen. So one has to ask: How do you sell prescription glasses online?! How do I know they will fit me right because I can’t try them on? Actually you can! They have a Home try-on program, 5 pairs 5 days. You get to choose 5 pairs of glasses, they will ship them to you for free, you get 5 days to try them out get second opinions from family and friends, ship them back (on them), and then you can purchase them online. They walk you through how to give them your prescription, and have helpful tools online to choose the right frames for your face. Their target markets are hip younger people who want fashionable frames for a fraction of the cost. According to an article this January in the New York Times Defying Conventional Wisdom to Sell Glasses Online. Warby Parker has sold in the past year about 20,000 glasses.
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