Ours was simple: Glasses are too expensive. Our founders were students when one of them lost his glasses on a backpacking trip. The cost of replacing them was so high that he spent the first semester of grad school without them, squinting and complaining.

‍Innovation Pays OffWarby Parker is tangible proof that innovation is a key ingredient to every successful digital brand strategy. The company didn't just make it possible to buy eyeglasses online. They also created the home try-on phenomenon: customers pick five frames they like and Warby Parker ships it postage-free.

Warby Parker Inc. is an American retailer of prescription glasses, contact lenses, and sunglasses, based in New York City. Founded in 2010, it was initially an online only retailer. It now sells primarily (about 90%) through more than 200 physical retail store locations across the U.S. and Canada.

The entire value proposition in Warby Parker is to provide great quality glasses at a great price in a convenient manner. If the brand's $95 frames, dozens of styles, and ease of purchase is any indication of their commitment to that promise, they've certainly kept it.

Warby Parker Built Its Company Ethos Around Social Good The company was founded a decade ago with a mission to provide affordable, stylish eyewear to consumers while also addressing a social issue – the lack of access to prescription eyeglasses – in developing countries.

1-800's Key Allegations According to the complaint, if a consumer clicked on the Warby Parker advertisement that appeared in the search results for "1800 contacts," he or she was directed to a "landing page" for contact lenses on Warby Parker's website that allegedly mimicked the look and feel of 1-800's website.

Direct-to-consumer model: Warby Parker bypasses traditional retail channels and sells their eyewear directly to consumers through their website and retail stores. This allows them to offer lower prices and more control over the customer experience.

Starting at $95 with prescription lenses - plus, add blue-light-filtering, anti-fatigue, or progressive lenses to any pair.

That's exactly what Warby Parker has provided their loyal base of buyers for over a decade. Pioneers in the DTC (direct-to-consumer) space since 2010, the company now boasts a $3 billion valuation, dozens of in-person locations, and millions of satisfied customers to their name.

Here are some of the key elements of their strategy: Direct-to-consumer model: Warby Parker bypasses traditional retail channels and sells their eyewear directly to consumers through their website and retail stores. This allows them to offer lower prices and more control over the customer experience.

Warby Parker operates a uniform pricing strategy for its glasses at $95 which is $101 above the average price of $196. Common issues consumers have was the feeling of being ripped off by name brands in terms of pricing of products with similar style and quality.

Warby Parker's marketing strategy focuses on delivering a high-quality, affordable product while building strong customer relationships through direct-to-consumer sales and a variety of online and offline marketing tactics.

Warby Parker slashed its guidance and is reining in costs after its Q2 net loss widened by $21.9 million to $32.2 million, mostly due to a 420 basis point bump in SG&A expenses, including labor at more stores, corporate overhead, costs from going public and tech investments.

Like Warby Parker, Ace & Tate designs its collections in-house and is connected to a supplier in Italy. De Lange explained that the Dutch startup can keep prices low because they “do everything themselves” and don't need to pay licensing fees or share margins.

At Warby Parker, all of our lenses come with a scratch-resistant coating.

In fact, we're such big fans that polycarbonate lenses come standard in all Warby Parker frames.