Do All People Wear Warby Parker Around You?

Buying glasses used to be a pain. You walked into a store, looked at the crazy-high prices, and wondered, Why does this tiny piece of plastic cost so much?

If you wanted something stylish, you had to pay hundreds of dollars.

If you wanted something cheap, you got boring frames that looked like they belonged in a science lab.

Then Warby Parker showed up and changed the game.

Out of nowhere, glasses were fun, stylish, and affordable. People wanted to wear them not just because they needed to see better but because they looked good.

So, how did Warby Parker do it? They made buying glasses feel different.

Let’s break it down.

The Big Idea:

How Warby Parker Made Glasses Fun to Buy?

Before Warby Parker, buying glasses felt like a chore.

You either spent more money on fancy brands or got stuck with cheap frames that didn’t look great. There was no middle ground.

Warby Parker saw this problem and fixed it.

They made stylish, high-quality glasses that cost way less than designer brands. But the real magic is how they positioned buying glasses at the same price as before.

Because of these moves, Warby Parker created a whole new way of shopping.

People shared photos, told their friends, and made Warby Parker a brand everyone talked about.

So, how did they pull all this off?

Behind the Magic:

Warby Parker’s Smart Moves

Warby Parker changed people's views about buying glasses. They turned an expensive, boring purchase into something fun, stylish, and affordable.

So, how did they do it?

They focused on three key strategies:

1. Using Influencers to Make Glasses Cool

Instead of running traditional ads, Warby Parker sent free glasses to influencers with a strong personal brand.

These influencers wore and made them part of their everyday style.

• Social proof and aspirational marketing. When people see someone they admire using a product, they assume it must be good. It’s the same reason we trust restaurant reviews or buy clothes worn by celebrities.

Warby Parker didn’t target just any influencers.

They picked those who fit their brand - trendy, intellectual, and creative types who made wearing glasses look stylish.

This wasn’t about paying big-name celebrities for scripted promotions.

Instead, they gave glasses to authors, fashion bloggers, and social media personalities who had real influence over their audience.

For example, here’s one the brand recently collaborated with an influenecer:

tayrosen

452K followers

View more on Instagram

Because these influencers weren’t seen as salespeople, their recommendations felt authentic. This made Warby Parker’s glasses become a fashion statement.

And the best part is that this strategy created a snowball effect.
As more influencers wore the glasses, more people wanted them. And they posted their own photos when they bought a pair, spreading the brand even further.

For example:

2. Offering a Risk-Free Trial to Remove Hesitation

Warby Parker launched a Home Try-On Program, where customers could pick five frames, get them delivered for free, try them on at home, and send back the ones they didn’t want - no pressure, no risk.

• Reducing friction and increasing trust. People hesitate to buy when there’s uncertainty. Warby Parker broke the giant barrier to purchasing glasses online by making the buying process risk-free.

Before Warby Parker, buying glasses online felt risky. What if the frames didn’t fit? What if they looked odd? What if the quality wasn’t good?

Most people would go to a store where they could try glasses on before committing. Warby Parker knew this, so they flipped the experience.

Instead of making customers go to a store, Warby Parker brought the store to the customer. That solved uncertainty with e-shopping glasses.

But here’s where they got even smarter: this free trial wasn’t just a convenience, but it became a marketing tool.

Customers would take selfies wearing different frames and ask their friends which ones looked best. That turned into free social media exposure for Warby Parker.

People weren’t just trying on glasses. They were showing them off.

And because this try-before-you-buy system made customers feel safe, they were far more likely to buy.

Even if they sent back all five frames, the experience made them trust Warby Parker, increasing the chances they would return later to buy.

3. Positioning The Brand as Affordable Luxury

Warby Parker positioned itself as a premium brand with high-quality glasses at an affordable price without making the glasses feel CHEAP.

• Value perception and premium branding. People buy based on how a product makes them feel, not just the price. Warby Parker made their glasses feel expensive, even though they were affordable.

Most people associate low prices with low quality.

If something is too cheap, customers assume it won’t last. Warby Parker had to fight this perception while still keeping accessible prices.

So, instead of saying they sell cheap glasses, they had to say they sell high-quality glasses for less. They made it sound like customers were getting a steal.

To back this up, they paid close attention to design and branding. Everything about Warby Parker felt premium, from their website and packaging to physical stores.

Their website was sleek and minimalist.
Their stores had a boutique feel.
Their packaging looked high-end (not like a budget brand).

Check out this unboxing video:

This subtle shift in branding made people feel smart for buying Warby Parker because they got designer-quality frames at a fraction of the price.

This premium-but-affordable positioning helped Warby Parker attract two types of customers:

• People who wanted stylish glasses but didn’t want to spend $300 on designer brands.

• People who could afford expensive brands but saw Warby Parker as a smart choice.

By making affordability feel premium, Warby Parker made it easier for customers to justify their purchase.

Where It Fits:

Ready-to-Use Try & Share Strategy

This strategy combines Warby Parker’s risk-free trials and word-of-mouth marketing into a simple, actionable playbook you can use for your business.

How It Works:

1. Offer a Free (or Low-Risk) Trial: 
   Let customers experience your product before committing. If you sell digital products, offer a free version. If you sell physical products, provide a trial period or a hassle-free return policy.

2. Encourage Customers to Share Their Experience: 
   Make the trial experience fun and social. Ask customers to share photos/videos using your product and tag your brand. Incentivize this with small perks like a discount on their first purchase or entry into a giveaway.

3. Leverage User-Generated Content (UGC): 
   Feature the best customer posts on your website, ads, and social media. This builds trust and creates social proof, showing potential buyers that real people love your product.

Why This Works:

• It removes the fear of buying: People hesitate to buy because they don’t want to waste money. A free trial or easy return policy makes them feel safe.

• It creates organic buzz: When people share their experiences, they promote your brand for free.

• It builds trust through real users: People trust recommendations from actual customers more than ads.

Example in Action:

• DTC Brand: A skincare company offers a 7-day free trial kit and asks customers to share their “before and after” photos.

• SaaS Product: A SaaS brand can give a free 14-day trial and encourage users to tweet about their experience with a hashtag.

• E-commerce Store: A clothing brand offers a Try 3, Keep 1 program, letting customers try multiple styles and return the ones they don’t love for free.

No matter your business type, the Try & Share Strategy can lower resistance, increase conversions, and get customers marketing your brand for you.

Resources For You

Templates: Struggling to create high-convertin g DTC ads? Get 60+ proven DTC ad templates used by top brands. Plug, tweak, and launch winning ads instantly.

Hunting Marketing Jobs: Check out GrowthRoles. It's a job board just for marketers. From email marketing to social media marketing, find your dream role today.

Blogs:

• 15 brand positioning examples to refine your branding strategy

• 10 Steps to create a winning free trial marketing strategy

• Influencer marketing: The ultimate guide

YT Video: Brand positioning: Make your brand stand out

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