Warby Parker Goes to The Netherlands
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Transcript of Warby Parker Goes to The Netherlands
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AmA [CrEaTiVe DiReCtOr]
Word-juggling philosophy-inspired music lover.I am a Raconteur.
ChRiS [AcCoUnT DiReCtOr]
Agency/client middleman and beer geek.I am a Raconteur.
IvY [PuBlIc ReLaTiOnS]
People-oriented perfectionist and Shopaholic.I am a Raconteur.
XiAo [BrAnD StRaTeGiSt]
Daydreaming trend-watching plan maker.I am a Raconteur.
MoE [MeDiA DiReCtOr]
Constantly finding the best placefor the best work using my left handI am a Raconteur.
YoNa [aRt DiReCtOr]
Design-thinking math geek.I am a Raconteur.
MEET THE RACONTEAM
We are a collective of skilled storytellersWhile we all have our titles, each of our team members contributesin the creative process to develop the best possible work.
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One day, Warby had an idea...He asked his friends for some advice
There was a man named Warby
Be A
Once upon a time…
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GOES TOTHE NETHERLANDS
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ThE nEtHeRlAnDs
Be A
Price-sensitiveQuality caringSimilar to American cultureBirthplace of the hipsters
The Dutch
GOES TO
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EyEwEaR mArKeT oVeRvIeW
Be A
15%
49%
15%
21%
0-14 15-24 55-64 65+
Aging populationExtensive usage of
electronic devicesEyewear as fashion
accessory
Growing Market
GOES TO
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CoMpEtItOrS
Be A
Global players (e.g. Luxottica)Local optician’s chain stores
(e.g. Hans Anders)Vintage brands (e.g. Ray-Ban)
Mature Market
GOES TO
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TaRgEt AuDiEnCe
Be A
Ages 18-35 Love to express their
individualityFashionable Tweet and talk about causes
that they believe in Are trendy and modern but
appreciate antiquesThrifty
Males & Females
GOES TO
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bUyEr pErSoNaS
Be A
32 year-old financial analyst Very thrifty with his moneyStrives to help othersValues products that cater to
his own, unique and sometimes quirky style
GOES TO
BaReNd BaKkEr KaReL ViSsEr23 year-old studentHas a high sense of fashionShe hopes to improve upon
existing education systemsShe looks for fashionable
brands that are also socially responsible
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POSITIONING
GOES TOA!ordable | Quality | Fashion | Trendy | Socially Conscious
1-year no scratch warranty95 euros
LangstonEdgeworthMadisonFowler
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Be AGOES TO
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ACTION PLAN
GOES TOMode of EntryRetail & Online Stores
LangstonEdgeworthMadisonFowler
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LangstonEdgeworthMadisonFowler
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PoP-uP ReTaIl StOrE
Be AGOES TO
Store for Brandsin Kalverstraat
Short-termCreating buzz
and excitement
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CREATIVE
GOES TOMessage Socially Conscious | A!ordable | Stylish | Empowering
Image Clean | Simple | Vintage | StylishTone Fun | Young | Quirky
LangstonEdgeworthMadisonFowler
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Be AGOES TO
Comparison of two similar individuals who both need galsses; one can afford it, the other cannnot.
Focus to be on blury vision.
#eYe4eYe
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AdyaI grew up dancingto Michael JacksonI played VolleyballI love wearing yellowI love science
I needed glasses
I received glasses
AmyI grew up dancing
to Michael JacksonI played Volleyball
I love wearing yellowI love science
I needed glasses
I bought glasses
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Be A
PuBlIc rElAtIoNs
GOES TO
Store opening“Buy a Pair, Give a
Pair” brand storyMix & Match styling
Message
Fashion editorialsFashion blogs
Target
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Be A
SoCiAl mEdIa
GOES TO
FacebookTwitterPinterestInstagramYouTubeHYVES
Warby Parker
Consumers
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Be A
OuT-oF-hOmE
GOES TO
Photo boothsBike-Stores
BTL Strategies
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OuT-oF-hOmE
GOES TO
#NoMoreBlur
#NoMoreBlur
HakimI grew up playingsoccer every saturday
I took lots picturesI love reading Harry Potter
I love my guitar
I needed glasses
I bought glasses
BarendI grew up playingsoccer every saturday
I took lots picturesI love reading Harry Potter
I love my guitar
I needed glasses
I bought glasses
#NoMoreBlur#NoMoreBlur
AdyaI grew up dancingto Michael JacksonI played VolleyballI love wearing yellowI love science
I needed glasses
I received glasses
AmyI grew up dancing
to Michael JacksonI played Volleyball
I love wearing yellowI love science
I needed glasses
I bought glasses
YOUFOUND USC O M E O N I N
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Be A
DiGiTaL MaRkEtInG
GOES TO
In blogs and high-tra"c websitesRetarget visitors to our websiteInteractive banners
Online Banners
SEO“Glasses”“Eyewear”“Spectacles”“Sunglasses”“A!ordable glasses”“Frames”“Vintage”“Prescription”
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Be A
MeDiA PlAn
GOES TO
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AnD tHe sToRy cOnTiNuEs---
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617.818.5660 | 120 Boyls#n Street. Bos#n, MA 02116
ThAnK YoU