Warby parker promotes a sound ethical culture and

Warby Parker promotes a sound ethical culture and encourages their consumers and
employees alike to make a positive impact whenever possible.
Weaknesses
Low Levels of Brand Awareness

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Warby Parker has experienced astronomical success in a business that has been
previously difficult to penetrate, however they are still fairly new to the market. Other
more established brands have already created strong brand awareness and loyalty with
consumers in the eyewear market. Unless the design or coloring of a particular pair of
glasses is highly unique to the company, it is extremely unlikely the average individual
would recognize a pair of glasses as Warby Parker’s. In order for Warby Paker to
increase their brand awareness they must continue promotional efforts as well as
develop more products that appeal to a wider range of consumers.
Mainly Available Online
In store optical shops remain the most preferred retail channel for purchasing
eyewear for both contact lenses and spectacles (Hunter, 2008). The ease and
convenience of optical shops are preferred by consumers since they are able to have
an eye exam and consult with an optometrist as well as browse, try on and purchase
eyewear all in one stop. Warby Paker loses consumers who would rather consult with a
professional before purchasing expensive prescription glasses. They also have a hard
time winning over people who are skeptical about virtual try-ons. If Warby Parker could
increase their brik and mortar presence it would help to bridge the divide with
consumers who are not ready to commit to online optical care.
Insurance
Warby Parker struggles in the prescription eyewear category where competitors
like Luxottica excel due to the fact that they do not take insurance as a form of payment.
Although the company does disclose that they are willing to provide consumers with the

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necessary documents they need to submit to insurance for a reimbursement, this is
often too much trouble for many consumers. Warby Parker is losing business from
people who would rather take their business to a retailer who is willing to work with their
insurance without the customer having to get involved. If Warby Parker could come to
an agreement with select insurance providers or create a partnership with an optical
center they could gain business from optical care subscribers.
Threats
High Rate of Intimidation
Warby Parker's most potentially detrimental threat is the monopolistic level at
which its biggest competitor, Luxottica, operates. Luxottica has essentially created a
vertically integrated monopoly that continuously acquires name brands to join their
business and opens new stores worldwide. Although Luxottica cannot compete with
Warby Parkers economical prices they have many other advantages over the new
retailer. Luxottica has many style options for the mid- to premium-priced eyewear
consumer. The sunglasses giant is the name behind popular retailers such as Ray
Bans, Lens Crafters, Sunglasses Hut and Target and Sears optical ().