warby parker goes to the netherlands

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.

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…

GOES TOTHE NETHERLANDS

ThE nEtHeRlAnDs

Be A

Price-sensitiveQuality caringSimilar to American cultureBirthplace of the hipsters

The Dutch

GOES TO

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

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

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

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

POSITIONING

GOES TOA!ordable | Quality | Fashion | Trendy | Socially Conscious

1-year no scratch warranty95 euros

LangstonEdgeworthMadisonFowler

Be AGOES TO

ACTION PLAN

GOES TOMode of EntryRetail & Online Stores

LangstonEdgeworthMadisonFowler

LangstonEdgeworthMadisonFowler

PoP-uP ReTaIl StOrE

Be AGOES TO

Store for Brandsin Kalverstraat

Short-termCreating buzz

and excitement

CREATIVE

GOES TOMessage Socially Conscious | A!ordable | Stylish | Empowering

Image Clean | Simple | Vintage | StylishTone Fun | Young | Quirky

LangstonEdgeworthMadisonFowler

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

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

Be A

PuBlIc rElAtIoNs

GOES TO

Store opening“Buy a Pair, Give a

Pair” brand storyMix & Match styling

Message

Fashion editorialsFashion blogs

Target

Be A

SoCiAl mEdIa

GOES TO

FacebookTwitterPinterestInstagramYouTubeHYVES

Warby Parker

Consumers

Be A

OuT-oF-hOmE

GOES TO

Photo boothsBike-Stores

BTL Strategies

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

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”

Be A

MeDiA PlAn

GOES TO

AnD tHe sToRy cOnTiNuEs---

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