5 Things to Know About Warby Parker That Disrupted the Eyewear Industry

Warby Parker has also been picked up in overseas cases, so some of you may be new to your memory.

I have the impression that you have replaced the vested interests of existing eyewear brands with the excellence of storytelling and skillful branding, but what is really amazing?

The previous article took the form of summarizing domestic and international cases, but this article will focus on Warby Parker.

Let’s take a look at five things you’ll want to know about Warby Parker in turn.

“Warby Parker” that disrupted the eyeglass industry

The founding members of Warby Parker are four students from a business school called the University of Pennsylvania at Wharton.

I thought that I started a business from a business perspective because I was from a business school, and I thought, “I lost my glasses at a travel destination and tried to buy a new one, but I could not buy it because it was expensive → I noticed an oligopoly in the glasses industry.” Warby Parker has started.

I think everyone has the experience of feeling that “glasses are expensive”, but Warby Parker has eliminated middlemen (middlemen) and initially sold only online without having a store. We lowered the price range at once and gained an advantage in price over major companies.

It’s a startup that is often talked about from the perspective of “disrupting” the existing industry and vested interests, but Warby Parker disrupted the existing eyewear industry based on the challenges he felt. ..

Shadow hero “Derris”

If Warby Parker’s advantage lies only in price, that’s not the case.

As with the “trigger for founding” introduced at the beginning, the storytelling is also very good.

Nowadays, because of the penetration of SNS, it can be said that from the era when “good or bad of products” is directly linked to business growth, “a story that users can relate to each other and sympathize with” is important. ..

Warby Parker was able to invest heavily in the story because the founding members and the advisors around them understood that.

Warby Parker’s PR and branding was done by a PR and branding agency called Derris , which is based in New York and London .

In fact, Derris is in charge of D2C brands such as Everlane and Glossier in addition to Warby Parker.

In today’s world where storytelling is important, Derris is truly the “shadow driver” of D2C brand growth.

Reminiscent of beat generation

In the case of Warby Parker, the word “story” is more than just telling your own founding story.

The brand name, Warby Parker, comes from a combination of the names of people in Jack Kerouac’s writings. So for those who understand it, the brand name Warby Parker is reminiscent of beat generation.

While brands often draw context from myths and other stories, such as Nike’s origin in the goddess of victory, Nike, Warby Parker isn’t just about the brand name, it’s about the world of beat generation . By linking with the world view of, it brings depth to the story.

Yasuhiro Sasaki, director and business designer of Takram , describes this in his book.

Literature, hippie spirituality. These are the basso continuo that flows behind the world of Warby Parker. Metaphors such as literature, books, and libraries are fully woven into their worldview.

The more you know about Warby Parker, the more you will be invited to a deeper story, and you may feel like you want to put yourself in a comfortable “basso continuo”.

“Home Try-On” that is close to user psychology

Looking at the strengths of Warby Parker from a different angle, it’s all about being “close to the user’s mind.”

In Japan as well, as represented by ” Oh My Glasses “, it has become commonplace to sell eyeglasses on EC.

However, in 2010, when Warby Parker was founded, the situation is different.

Users aren’t used to buying eyeglasses on e-commerce, and even if they could, they would have been worried that the eyeglasses they bought without trying on would fit.

” Home Try-On ” is a service that has been successful by being close to the user’s psychology and taking the wrong side in a sense. With Home Try-On , users can answer simple questions, select five recommended glasses, and try them on at home for five days.

Trying on at home can be lonely, but we’re trying to keep users from being alone by proactively sharing them on Instagram and Snapchat.

From the user’s point of view, I notice that the hurdle that was high for “purchase” has become very low by changing to the experience of “trying on” or “sharing on SNS”.

Social contribution through “BUY A PAIR, GIVE A PAIR”

Lastly, I would like to introduce Warby Parker’s social contribution initiative, ” BUY A PAIR, GIVE A PAIR .”

BUY A PAIR, GIVE A PAIR

This is a mechanism in which when you buy one product, it is donated to developing countries through a charity, and the donation is used for those who want to get glasses but cannot.

One of the characteristics of the millennial generation is “social good” , but buying glasses at Warby Parker contributes to society and is a good reason to buy them. When wondering whether to buy or not, there are many cases where “BUY A PAIR, GIVE A PAIR” is psychologically the last push.

As we’ve seen, Warby Parker looks like a brand that appeals to users from different angles.

At Sakubo, the D2C brand has repeatedly said that it is an experience, not a product, but if you use your wisdom to improve the user experience, you will see yourself from various angles like Warby Parker. You need a point of view.

We hope that you will remember this article as a reference example when you create the D2C brand from now on.

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