Stephanie Anne Kubota CM419 Advertising Management Professor Cakebread January 30 2014 Assignment One Warby Parker Merely four years ago four University of Pennsylvania students Neil Blumenthel Andrew Hunt Jeffrey Raider and David Gilboa launched the innovative eyewear company named Warby Parker Its mission to create boutique quality classically crafted eyewear at a revolutionary price point Shayon 2012 The fashion brand is one of the pioneers in successful online marketing and retail philanthropy providing exclusively sold eyewear to someone in need with every pair sold Like most startup companies the business began within the corners of the founder s apartment however Warby Parker has grown almost 200 every year and has amassed up to 350 more staff members since its humble beginnings Diaz 2014 What set the brand apart in an industry that is heavily driven by in store experience is enabling its consumers to shop from the comfort of their homes The company website provides a Virtual Try On technology wherein the front camera available in laptops and tablets uses a facial recognition software to allows customers to virtually try on and select frames that best fit their face Moreover the company s free Home Try On program the first of its kind in the United States encourages customers to test five pairs of glasses delivered to their households for five days before purchasing Lazar 2012 Herein Warby Parker nullifies the disadvantages commonly encountered in online retail stores thus creating a stress free integrated shopping and social experience for eyewear buyers Warby Parker spends little to no money on advertising Most of the brand s recognition comes from the community of followers cultivated through its use of social media specifically Facebook Twitter Instagram Tumblr and Pinterest Unlike most companies that publish the same content in different social media platforms Warby Parker uses each medium to serve different purposes Facebook and Twitter are used for real time interaction the company personally addresses each message received from hundreds of customers within the day Bozzi 2013 In fact it has opened its Facebook wall to the public encouraging anyone to post comments pictures videos and relevant links Likewise its Twitter account answers questions from customers and posts snippets of daily activities in the Warby Parker offices The company has even created a YouTube channel where it responds to tweets with videos and directs the link back to the customer On the other hand Instagram Tumblr and Pinterest are used to post photographs that inspire and represent the brand personality allowing Warby Parker to build its brand identity over a long period of time According to Blumenthal Engagement fosters virality and builds loyalty Our customers are telling their friends about us and it s driving our growth Lazar 2012 As a result Over 50 percent of the company s sales are driven by word of mouth This positive reaction to its distinguishable transparency policy is not only reflected in its massive social media followers but also in its frequently shared annual reports Since its first release in 2011 the annual report that is published on the Warby Parker s website becomes more and more engaging The report reflects on the previous year s highlights and missteps This year s edition debuted a grid like format that allows visitors to look back on every single day of the company in 2013 from a frame being featured in celebrity rapper Jay Z s music video to the day when half the inventory of eyewear was delivered to the wrong address Diaz 2014 Bluemanthel claims The more information we share the deeper relation we build with our customers Lazar 2012 In fact the most recent release led to the store s three biggest sales days this year Conclusively Warby Parker has redefined the image of eyewear as cool and fashionable accessories It exemplifies the forthcoming trend of brand transparency in retail stores It is in the company s honest and genuine online presence that it has fostered a cult following among the millennial generation Their digital and at home try on programs and infographic style annual reports indicates how online shopping has come far from when eBay and Amazon were monopolies Ogilvy 2013 References Bozzi J 2013 February 27 Five lessons in social marketing courtesy of warby parker Spinnakr Retrieved from http spinnakr com blog social media 2 2013 02 five lessons in social marketing courtesy of warby parker Diaz A 2014 January 10 Warby parker unveils 2013 annual report and it s 365 days long Advertising Age Retrieved from http adage com article news warby parker unveils 365 day 2013 annual report 291006 Merging physical and digital retail with warby parker 2014 January 13 Retrieved from http social ogilvy com merging physical and digital retail with warby parker utm source feedburner utm medium feed utm campaign Feed 360DI Ogilvy PR 360 Digital Influence Blog Shayon S 2012 September 11 Warby parker s long term vision From the web to the street nyc to the world Brand Channel Retrieved from http www brandchannel com home post 2012 09 11 Warby Parker Funding 091112 aspx Lazar 2 2012 Warby parker s grand vision Innovating eyewear through social media Entrepreneur Retrieved from http www entrepreneur com blog 223309