We Can All Be Warby Parker

Warby Parker: From Disruptor to Mainstream—A Look at Their Evolving Marketing Strategy

Exploring the Shift from User-Generated Content to Brick-and-Mortar Innovation

When Warby Parker started in 2010, user-generated content (UGC) and social media appeared enough to overcome consumer hesitancy to get their glasses fitted and purchase online. Customers liked the options of getting stylish eyewear and being part of something new. The relationship with Warby Parker was developed through comments, sharing, and bidirectional communication. The Warby Parker customer relationship was further bolstered during the pandemic when customers were at home and could not go out to the store if they needed new glasses or needed to update their frames. The model worked to develop and grow brand loyalty, which in turn grew sales. Warby Parker was able to cultivate their message and gain customer loyalty through participatory communication for what is considered a high-involvement purchase.

This model worked great when they were unique in their offer. But the market has changed and I believe they have shifted how they approach UGC. Although community-involved marketing remains part of their identity, the form has changed to more influencer-generated content, curated customer stories, and behind-the-scenes stories (Jansen, 2025). Warby Parker announced in 2025 they are discontinuing their try-at-home program. For eleven years, they were building out their brick-and-mortar stores, and they now believe most of their users live within 30 minutes of a store. Was the try-at-home a marketing strategy to gain market share—a play to cause disruption in the market? I believe it was. As I reviewed their Facebook and Instagram accounts, there were many followers and customer comments but not customer engagement from Warby Parker (Jansen, 2025).

They are writing down their inventory for their try-at-home program, opening new stores, and partnering with Target for in-store space. What was once a company known for its innovation, Warby Parker is moving to be more in line with the traditional model of selling eyewear.

Discussion Points

• Does relying heavily on UGC risk loss of message control?
• How much of Warby Parker’s success is marketing vs. price, design, and convenience?
• How has the strategy changed now that Warby Parker operates retail stores?

References:

Jansen, C. (2025, August 7). Warby Parker to end home try-on program as it focuses on stores, digital experience. Retail Dive.

L Meghan Mahoney & Tang Tang (2017). Strategic social media: from marketing to social change. Wiley Blackwell.

When Warby Parker started in 2010 Through User Generated Content (UGC) and social media appeared enough to overcome consumer hesitancy to get their glasses fit and purchase on lines. Customers like the options of getting stylish eyewear and being part of something new. The relationship with Warby Parker was developed through comments, sharing and bidirectional communication. The Warby Parker customer relationship this was bolstered with the pandemic when customers were at home and could not go out to the store if they needed new glasses or needed to update their frames.  The model worked to develop and grow brand loyalty which in turn grew sales. Warby Parker was able to cultivate their message and gain customer loyalty through participatory communication for what is considered a high-involvement purchase. This model worked great when they were unique in their offer. But the market has changed and I believe they have shifted how they approach UGC. Althougth community-involved marketing remains part of their identity, but the form has change to more influencer-generated content, curated customer stories and behind-the-scenes stories. (Jansen, 2025) Warby Parker announced in 2025 they are discontinuing their try at home program. For eleven years they were building out their brick-and-mortar stores, and they now believe most of their users live withing 30 minutes of a store. Was the try at home a marketing strategy to gain market share, a play to cause disruption in the market? I believe it was. As I reviewed their Facebook and Instagram account there were many followers and customer comments but not customer engagement from Warby Parker. (Jansen, 2025) They are writing down their inventory for their try at home program, opening new stores and partnering with Target for instore space. What was once a company known for its innovation, Warby Parker is moving to be more in-line with the traditional model of selling eyewear.

Jansen, C. (2025, August 7). Warby Parker to end home try-on program as it focuses on stores, digital experience. Retail Dive. https://www.retaildive.com/news/warby-parker-ends-home-try-on-program-focuses-stores-digital.com

L Meghan Mahoney, & Tang Tang, (Writer On Social Media. (2017). Strategic social media: from marketing to social change. Wiley Blackwell.