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Subject category: Marketing
Authors:
Deepa Ittimani Tholath (Loyola Institute of Business Administration (LIBA))
Published in:
2017
Version:
21-Jan-2017
Revision date:
31-Jan-2017
Length:
13 pages
Data source:
Published sources

Abstract

This case of Warby Parker throws light on how a new product category is identified and priced with social-conscious and most importantly addressing the question of why a person should buy your product. The case also underlines the changing consumer perception and the importance of low-price high-quality model of business, combined with incredible creativity and brilliance that helps you go against an opponent way stronger than you. The case is about the American eyewear industry and how Warby Parker, which started in 2010, slowly captured the imagination of the consumers and gained significant market share of its competitors. This case also talks about the culture in the organization, how consumers behave towards the social concern of a company and the various challenges faced from within and outside the organization.

Topics

Corporate social responsibility (CSR); Sustainability; Sustainable marketing
Location:
Size:
Medium

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