While using LinkedIn to learn more about Warby Parker, the eyewear company that GQ has dubbed "The Netflix of Eyewear, I stumbled across a unique, missed opportunity for free brand advertising. Something that could be utilized in targeting LinkedIn's generally affluent audience.
To start off, Warby Parker has a fundamentally sound business concept and niche market. They have successfully challenged Luxoticca's nearly complete dominance of market share of the eyewear industry in America. By designing in-house and focusing on a Internet-based business model that promotes home-trial testing of sample frames along with limited brick and mortar reatil, they reduce overhead costs significantly. With current retail locations mostly in small leased spaces Warby saves millions on real estate investments and commitments.
With over $50 million in initial investments, including backing from American Express and Mickey Drexler, they are well financed. Warby appeals to the socially conscious with a connection to the non-profit organization Vision Spring, which promotes charitable vision assistance through the "Buy a pair, Give a pair" program. They also appeal to the environmentally conscious as the company claims to be 100% carbon neutral.
Warby wisely avoids filling more complicated and expensive prescriptions for transitional or progressive lenses. Leaving this task to the competition and making a simpler sale with basic prescriptions is a profitable recipe.
Here are a few things I love about Warby:
- Great story about the founders from University of Pennsylvania. Real people!
- The business plan and business concept is well developed. Solid!
- The designs, with cool shapes and color palettes, are chic. Great taste!
- Nice website with clear photos and clean layout. Easy to navigate and order!
The only thing questionable is the success of the selfie picture uploads, which I personally don't have the desire or time to utilize. I wish to hold, wear, and see the product in the mirror. For others, perhaps this is a fun Internet perk. I think the monocle is cool, although I haven't seen anyone sporting it in Manhattan. Maybe I will try one while playing Monopoly on family game night!
The Missed Opportunity
As I was researching Warby Parker's staff on the LinkedIn search pages, I noticed a peculiar irony throughout the profiles. There were ten pages of employees, each with a great photo. However, the majority were Sans Glasses!
Two founders Neil Blumenthal and Jeffrey Raider are sporting them. Founder Dave Gilboa ,who has dozens of handsome pictures on the Internet, chose a photo without glasses. Founder Andrew Hunt left his glasses in his pocket.
In all fairness, I know it's an oversight and some of these folks may not need corrective lenses or perhaps they prefer contacts. Also, their LinkedIn profile might be something they wish to keep personal. However, I can't help but think it's a tremendous missed opportunity. With over 100 employees on LinkedIn and far less than 10% of them wearing glasses, which is their one and only product, it's a significant loss of free advertising. The Warby Parker staff is a good looking group of women and men who should represent themselves as brand ambassadors.
My Suggestion
Each willing employee should include a picture with their favorite frame. This free advertising source through social media could generate hundreds of potential sales. If you are in the eyewear business and want to sell glasses, then put them on for LinkedIn and every social media site...
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Cheers,
Frank