Warby Parker Growth Playbook
Eyewear with a purpose.
Price
$95
Strategy
Home Try-On
The Spark
The founders realized Luxottica owned 80% of the market and kept margins high. They wanted to disrupt the 'Markup'.
The Growth Engine
The 'Home-Try-On' Social Proof Loop: Warby Parker tacticaly won by removing the 'Purchase Anxiety' of buying glasses online. Their growth engine is the 'Free Box'—sending 5 frames to try at home. This act created a natural social moment where users took selfies to ask friends for advice, generating millions in organic UGC. By offering 'Buy One, Give One' social impact, they appealed to the ethically-conscious millennial. Their expansion into physical retail used these 'Showrooms' as low-inventory brand experiences that drove high-margin digital lifetime value.