Research On Brand Marketing Strategy Of Warby Parker Company

Glasses industry as a traditional industry of a typical representative, around the world each year there billions in steel demand gap, and because of the particularity of the consumer behavior repeated, the existence of huge back customer groups, which makes glasses enterprises in the development process of brand marketing must emphasize the particularity, diversity, personalization and rapid response to customer needs. With the rapid growth of e-commerce in recent years, online shopping, buy become an important channel for the consumer shopping. Under the intense market economy background, the individual brand has become the core of capital value and market competition, enterprises have chosen to influence consumer choice through the difference of brand. Facing the variety, the increasingly fierce competition of the glasses market, brand has become an important weapon in the glasses enterprises in the market in a surprise move, and brand marketing become the key to the sustainable development of glasses enterprises.In recent years in the United States has been the capital of the United States to pay attention to the electricity suppliers brand Warby Parker marketing strategy has the meaning of the times, simple and not simple corporate philosophy, to determine the low-cost strategy, interactive marketing and fashion magazine, try on Home mode, buy a donate one of the public interest activities marketing strategy and all kinds of popular topics tailored marketing strategy for the glasses industry has brought fresh blood. Due to the novelty and innovation of its brand, there will inevitably be the following problems:first, the brand is the pseudo advantages; two, "try on Home" mode to decline; three, "buy a donate a" public service activities to bring the cost and inventory pressure is huge and investment is difficult to return to this; four, offline store marketing weak. After analyzing the Warby Parker marketing strategy, the following improvements are made:one is to pay attention to the development of the next channel; two, to strengthen the brand penetration of potential market; three, to try multi brand management and brand marketing strategy; four, pay attention to brand extension and protection; five, the development of brand marketing. After improving brand marketing strategy, Warby Parker brand marketing brings enlightenment of China glasses enterprises, the following aspects:, strengthen brand positioning root enterprise sustained and healthy development; second, online and offline effectively combine to create higher value space; third, the single mindedness of the core values of products strong brand culture.