Eyewa markets its eyeglasses, even the prescription ones, as fashion accessories, unlike traditional retailers, who tend to treat customers as patients, selling expensive brands like Prada in sterile settings.
“We kind of turned around the way we look at the eyewear experience, where fashion is the thing that customers really care about from a choice perspective,” co-CEO Oudghiri commented on the call. “So that’s what we focus on in the retail experience and the health care aspect, we take care of it. We’re going to give you very high-quality lenses and exhaustive eye tests, and we’ll make sure that you have the best health quality for the eyewear that you buy. But what we want to push in the retail experience is the fashion.”