n 2015 the eyewear industry was valued to be worth 102.66 billion dollars and that value is going to continue to grow as the population and vision deficiencies continue to rise. Warby Parker is just one of the many eyewear brands that plans to continue building its brand equity through strategic marketing plans and research. Warby Parker was able to create a niche in the eyewear industry by addressing the most important factor in any purchase which is price. Simply put the eyewear brand believes that glasses are too expensive, and the price for fashionable eyewear can be greatly reduced if they don’t source outside retailer frames. They also have become innovators in the eyewear business through e-commerce and the online selling of their frames. …show more content…
Eye deficiencies are present across all age groups so the market is large enough to target children, teens, and adults. Since, we live in a technological age, many individuals are seeking the internet for their everyday needs and eyeglasses are just one of many. However, the internet also plays another important role in the eyewear business because according to the Vison Council of America and estimated 65 percent of Americans experience digital eye strain symptom. According to the Vision Council at least 90% of Americans use digital devices for two or more hours each day. Parents and middle aged individuals are second on the list compared to young adults who spend most of their time online. …show more content…
Glasses are often viewed as “uncool” to younger crowd so an emphasis on accessorizing with glasses could be beneficial to the brands image. Currently, the brand appeals to the young adult hipster but, older generations are quickly adapting to the internet age and enjoy fashionable eyewear. Engaging potential consumers between the ages of 30-50 years through the internet could be beneficial for Warby Parker, because older consumers are generally more brand loyal. The biggest issue with appealing to this older market would be the lack of brand equity. To solve this problem Warby Parker could create campaigns through television ads and build partnerships with large department stores and