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    3 reasons why you should love Warby Parker

    Las Vegas—Warby Parker may be optometry’s public enemy number one, but David Friedfeld, owner of ClearVision Optical, says optometrists could learn a lot from the company’s booming success.

    “Internet sales are not going away,” Friedfeld says. “It’s not going away, and that’s why everyone should love Warby because we can learn from this great company.”

    He says that since his father founded ClearVision back in 1949, there have been many innovations in eye care that his father feared would put him out of business. And eyewear sales on the Internet and affordable frames are nothing new—so why does this company strike fear into the hearts of ODs?

    Related: After Shark Tank, Frameri online optical finds success

    1. Warby Parker gets creative to get noticed.

    Friedfeld shared the story of a time he complimented someone on his glasses, and the man instantly responded that he had purchased them from Warby Parker. But he wasn’t bragging about the price tag—he said that his girlfriend told him he just had to have them.

    “How many of us have that kind of word-of-mouth buzz about our own practices?” Friedfeld asks.

    While the company does advertise a bit, part of Warby Parker’s success is driven by its customers sharing its positive experiences with those around them.

    Warby Parker has also been known for its original promotional events—like the time it took over the New York Public Library during New York Fashion Week in 2011—that create a buzz around its brand.

    “In the beginning, these were four guys with a business plan who said, ‘How do we create excitement about the brand?’” says Friedfeld. “That is why I love Warby Parker—they are unbelievably creative.”

    Friedfeld recommends taking a page from Warby Parker’s book. Create an event—maybe a popup shop-style setup in your community—and get creative with it!

    Next: Warby Parker uses social media to create a community

    Colleen E. McCarthy
    Colleen McCarthy is a freelance writer based in the Cleveland area and a former editor of Optometry Times. She is a 2010 graduate of the ...

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