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Introduction

Warby Parker believes that everyone has the right to see. Millions of people around the world today don’t have access to proper vision care. To help address this problem, Warby Parker partners with renowned non-profits, such as RestoringVision.org, to deliver one pair of glasses to someone in need for every pair sold.

Brand Mission

In doing so, we enable customers to share the gift of vision with someone who can’t see today and give them the opportunity to read, to work and to live a fuller life.

Warby Parker was created with the desire to help customers give to agood cause, express their unique style, andsavesome cash.

Company History

Warby Parker was launched in February, 2010 by four friends that all attended Wharton College in Philadelphia, PA. Neil Blumenthal , Andrew Hunt, Jeffrey Raider, and David Gilboa started Warby Parker as a online store to bypass the retailers and cut the cost of eyewear.

While most prescription eyeglass companies operate mostly offline, Warby Parker does things differently, of course.

History

They sell most of their inventory online, and only have five physical locations. The five stores are located in Brooklyn, NY, San Francisco, CA, Oklahoma City, OK, Portland, OR, and the headquarter is located in New York, NY.

The company was born out of our collective personal traits: a penchant for outrageous outfits, an affinityfor vintage collectibles and a strong desire to make the world a better place.

Development

Brand Personality

What’s in a name??? Well for Warby Parker, there is A LOT in our name!!!

The name Warby Parker came from a master wordsmith and pop culture icon, Mr. Jack Kerouac. Jack Kerouac was an American novelist and poet.

Two of his earliest characters bore the names Zagg Parker and Warby Pepper (creative and unique, right?). Together these two characters created the name Warby Parker.

This name says a lot about our company, because we are cool, almost as cool as Mr. Jack Kerouac’s stories. But Warby Parker is more than just a name, because we are more than just a really attractive company!!!

We are a company that cares about the lives, happiness, and careers of people around the world. That’s why we give thousands of glasses away free every year to people that really need to see!

Branding

Warby Parker’s personality is clear. We know our customer’s and they know us. Warby Parker is all about helping people and seeing how together lives can be changed. We reach an audience that has a casual cool style and wants to change the world one pair of glasses at a time.

Logo Analysis

The Warby Parker logo is simple and clear. The logo is the name Warby Parker in darkgray with a white background. This logo is chic and modern, lacking clutter. Our company also reinforces this logo with 5 showrooms that are clean and clutter free, offering high quality products at low prices. We are a small company that wants the best for our valued customers.

Advertising Materials

Warby Parker advertises mostly

online, with a presence on

facebook and twitter. Of course

Warby Parker also has a website

where you can browse and buy

online. Warby Parker has had

stories featured in The New York

Times and Vogue, as well. Warby

Parker has used guerilla marketing

in the New York public library

showcasing their eyewear on live

models. Warby Parker also has a

blog for their fans to stay informed.

Branding:Warby Parker’s brand is both trendy and classic. It has updated and refreshed classic vintage eyewear styles - spending several months crafting each frame to develop a line with a personality that is both contemporary and refined. Each frame is handcrafted using only the finest custom acetates and takes over three weeks to produce from initial cut through polishing. Warby Parker utilizes best-in-class polarized lenses to provide superior glare reduction and UV protection.

Logo Analysis:Warby Parker was founded with a rebellious spirit and a lofty objective: to create boutique-quality, classically crafted eyewear at a revolutionary price point. Thus, Warby Parker’s logo feeds into their clear brand personality and the inferred tagline of “We know our customer’s and they know us.” Its simplicity denotes the meticulousness and collaborative efforts of the founders “Warby Parker” – an alternative concept to the overpriced and bland eyewear available today.

Advertising Materials:Warby Parker is able to provide higher-quality, better looking prescription eyewear for under $100 by circumventing traditional channels and engaging their customers directly through their website. Moreover, they have an updated blog and Facebook page as a way of reaching target audience in the most cost-effective manner in order to advance their new concept of eyewear.

ANALYSIS

Focus GroupAge: 18——35

Requirement: people wear glasses

Total Number: 5

1、Where do you buy your glasses?Kelsy- Wal-MartLaxmi- Vamayekar – Indian CompanyKatie- Americas BestMary- Marion Eye CenterTom- Clarkson Eyewear

2、 How often do you buy your glasses?Kelsy- Depends on insuranceLaxmi- once a yearKatie- once a yearMary- Depends on insuranceTom- haven’t in 4 years

Questions for Group Discussion

3、Which is the most influential factor that affects your purchase decision (e.g.: price, quality, style, Brand etc.)?

Laxmi- Price has a large influence, because quality is low. Katie- Price is most important and then style within the price range.

4、 Are you hesitant to purchase glasses online?

All participants said that they do not fully trust online eyewear companies.

5、 If you are offered free home try-ons, free shipping and free returns, would you be willing to shop online for glasses?

All said maybe they would be more willing to try them.

One participant said they would not want to be responsible for the try-on glasses.

6、What are the Glass brands you can recollect?

Levi Strauss but participant doesn’t have to have that brand

No participants were brand specific

7、 Have you heard of the brand Warby Parker?

None of the participants had heard of Warby Parker

8、What do you think about the idea of Warby Parker delivering one pair of glasses to someone in need for every pair that they sell?

All liked this idea and 2 or 3 participants said that they would be more likely to purchase glasses because of this.

None of the participants were brand specific.

Customers would like a follow-up on the child that receives the glasses.

Warby Parker should offer glasses for children and also offer contacts for those that do not like glasses.

Promote brand on college campuses to make brand more known and trusted for customers.

Many expressed a general concern when purchasing glasses online.

Weight of glasses should be posted online.

Other Notes

Concerns

Maintenance- Where can I get the glasses fixed?

Marketing Mix

Warby Parker was founded with a rebellious spirit and a lofty objective: to create boutique quality, classically crafted eyewear at a revolutionary price point. They meticulously crafted their first collection of 27 limited run styles for both men and women, plus one monocle, using only the finest custom acetates and materials.

The Warby Parker aesthetic is vintage-inspired, with a fashion forward twist - and every pair is custom fit with anti-reflective, polycarbonate prescription lenses.

The company also partners with renowned non-profits, such as RestoringVision.org, to deliver one pair of glasses to someone in need for every pair that they sell. In doing so, they enable customers to share the gift of vision with someone who can’t see today and give them the opportunity to read, to work and to live a fuller life.

Product

Warby Parker is a true blessing in corporate clothing as they offer high quality prescription glasses just for $95.

How do they do it? By circumventing traditional channels and engaging with their customers directly through their website, Warby Parker provides higher-quality, better looking prescription eyewear for under $100.

Available exclusively through the Warby Parker website, their glasses retail for $95 which include Polycarbonate prescription lenses with anti-reflective and anti-scratch coatings. They also offer free shipping, free returns, and free virtual and home try-ons every single day.

Price

Warby Parker is essentially an online brand. All of their optical glasses and sunglasses are available to try on in our New York City office and showroom. They also rent space in a few stores in big cities where people can try on glasses before ordering online. They have partnered with a select number of like-minded boutiques across the country to serve as showrooms for their collection.

Place

• NEW YORK, NY : WARBY PARKER HEADQUARTERS, 13 E 16TH ST

• BROOKLYN, NY : BIRD, 203 GRAND ST

• SAN FRANCISCO, CA: THE PERISH TRUST, 728 DIVISADERO ST

• BOSTON, MA: STEL’S, 334 NEWBURY ST

• OKLAHOMA CITY, OK : SHOP GOOD, 3 NW 9TH ST

• PORTLAND, OR : LIZARD LOUNGE, 1323 NW IRVING ST

Their showrooms are located in:

Headquarter NY

New York, NY

Brooklyn, NY

San Francisco, CA

Boston, MA Oklahoma City, OK Portland, OR

Others

Transparent business model, Corporate social responsibility, Focused product mix and well managed customer relations constitute the success mantra of Warby Parker.

The company also efficiently markets its products through print advertising and online promotions. The Brand is featured in The New York times, Vogue, GQ & Daily Candy. They have an active Blog Archive called Zagg Pepper which helps consumers to stay up to date with their activities and also responds to questions or doubts that people may have about the brand.

Promotion

They send out press releases and conduct outdoor events for launches which help to promote the product and reach out to their target consumers. They also have an active social media marketing team (Facebook, Linkedin & Twitter). Needless to say, this team is very creative as they not only promote their product on social networking sites but for every ten likes on their Facebook page they donate a pair of glasses to a person in need through vision spring.

The company continues to grow as thousands of influential brand ambassadors (their customers) do their marketing for them. The customer experiences and reviews is the main marketing tool which the company utilizes to reach out to potential consumers

SWOT Analysis

Strengths

- low cost-convenience of online

-socially responsible-the necessity of the product

Weaknesses

-does not accept insurance-distrust with online-many competitors

- ineffective advertising- low brand awareness

Opportunities

-large uninformed market-younger generation has more trust

with online purchasing- younger people are becoming

more and more socially responsible

Threats

-other online competitors-competition from well known

companies

-low cost- Glasses from Warby Parker cost only $95, compared with other prescription glasses that can cost between $150-$300 or more.

-convenience- Warby Parker offers the option to try-on and ultimately purchasing glasses online, without having to leave your home.

-socially responsible- Warby Parker cares about people, and proves this by providing glasses to people in need.

-eyeglasses are a necessity-Eyeglasses are a necessity for people all around the world, which is a really great benefit to a company that sells eyewear.

Strengths

-distrust with online-Many people are still hesitant to purchase prescription glasses online.

-does not accept insurance- Since the price of the glasses is low, Warby Parker does not accept insurance. However, some insurance providers will reimburse the customer after the purchase. So, Warby Parker will provide a receipt for your purchase.

-many competitors-When buying eyeglasses online there is a lot of competition, and many different websites to purchase prescription eyeglasses.

Ineffective advertising: the brand does not have a very effective advertising and marketing campaign

low brand awareness: the visibility and reach of the brand is much lesser than its competitors

Weaknesses

-large uninformed market- There are a lot of people who have heard about the Warby Parker brand, but there is still a really large percent of the market that is uninformed. This is a great opportunity for Warby Parker to target this unknown market, and make its name known.

-younger generation has more trust with online purchasing-Although, there is still a great distrust with online purchasing with each generation the trust in online purchasing is growing. This will give Warby Parker a larger market over time.

younger people are becoming more and more socially responsible - Nowadays the generation of youngsters have become extremely conscious socially and have an urge to do some good to the society.

Opportunities

-new online competition- other competition could arise once the market discovers Warby Parker, so it is important to establish a recognizable brand identity. This also includes already established brands that do not currently sell glasses, but could become a threat. For example, TOMS Shoes, which currently offers sunglasses, but not prescription eyeglasses.

-already known companies/saturation-There is a lot of already existing competition from other eyeglass companies online and offline.

Threats

Segmentation of Target Market

Secondary

The secondary target market will be 30 to 35 year old females and males or recent graduates seeking or occupying entry-level job positions. The focus on a younger age group is strategically meant to develop and sustain brand loyalty with them.

Primary

The primary target market segment will be 18 to 25 year old males and females or college/university students who are in need of affordable glasses. This target group are not only inclined to online shopping but readily express the desire to give to a good cause, express their unique style, and save some cash at all cost.

Target Market DemographicsBased on the focus group findings, we believe that we

have a good knowledge of our target audience as follows:

The primary target audience is composed of males and females or college/university students between the ages of 18 and 25. They are still pursuing their education and are part of middle class of the St. Louis, Missouri area. These target audience are still dependent on their families for financial support and incentives.

The secondary target audience consists of males and females between the ages of 30 and 35. They are working on receiving a higher education or have just recently graduated and/or seeking/occupying entry-level job positions.

Target Market Psychographics

Our primary target audience consists of 18 to 25 years old males and females looking for a reason to be involved with a cause or still searching to find a cause to support. They are very outgoing, active, trendy, and ambitious with an affinity for vintage collectibles and a strong desire to make the world a better place.

The secondary target audience consists of males and females between the ages of 30 and 35. They may be starting up or already have small-sized families hence likely to have disposable income. They are also socially responsible and care about the lives, happiness, and careers of family members and people around St. Louis metropolitan area and the world at large.

Warby Parker has to fight competitors on multiple fronts. With most of Warby Parker's business stemming from the internet, most of the brand's major competition comes from physical store fronts such as Doctors Valu Visual and Wal-Mart Vision Center. These stores offer affordable prices with hands on service, eye exams at the store, and convenient locations inside shopping centers and retail stores

Warby Parker also has several other competitors like the Zenni Optical and Coastal Contacts, which are online eye wear retailers. Like Warby Parker, these online stores also offer glasses at competitive prices and an online virtual “try on”. They also offer wide a variety of brands, as they do not make their own glasses.

However, neither of these online stores offers a free “try at home” service. Also none of these competitors listed above offer a socially responsible outcome with their sales

Competitive Analysis

Competitive Matrix

Consumer Analysis

General Customer Questions

Primary research is a key step in understanding a market and its customers. Our group used two different techniques to collect and measure the data. First, we conducted a focus group to get in-depth information on consumer’s questions, thoughts and concerns when purchasing eyewear. We also surveyed 56 people who wear eyeglasses, mostly people between the ages of 18-40. This gave us opinions from people of many different age groups to help determine the target market for our product.

Consumer Purchasing Questions

We began our survey by asking about general eyewear purchase decisions: where do you purchase eyeglasses, how often do you purchase eyeglasses, from where do you purchase eyeglasses, etc.

These questions told us the general purchase habits of eyeglass customers, our competitors and also the demand for our product. Thirty-four percent of respondents spend $100-200 dollars on prescription eyeglasses. This tells us that our eyeglasses are a good price for consumers, because we charge less than what half of the respondents are already paying for eyeglasses. This is can be a potential benefit that can be advertised in the future.

General Customer Behavior

When asked if the consumers had a back-up pair of glasses 29 respondents (52%) said they do have a back-up pair of glasses. This is important information due to the large number of customers who purchase eyeglasses using their insurance. This means that Warby Parker may not only reach those who do not have insurance, but also those people with insurance who would like a back-up pair of glasses. This gives Warby Parker a larger market.

Do you own a back-up pair of glasses?

No- 27 48% Yes-29 52%

Eyeglass Features

When asked about the importance of different features of eyeglasses the responses were very helpful. On a 5 point scale 1 not important and 5 very important the respondents were asked to rate the following factors: style, price, comfort, brand, weight and durability. The results showed that price and style were very important to most consumers. Brand was ranked not important by roughly 71% of the respondents. This is very good news for Warby Parker, a brand that is not a well known name currently in the eyeglass market.

Please rate the below factors based on their importance when purchasing prescription eyeglasses. - Style

Please rate the below factors based on their importance when purchasing prescription eyeglasses. - Price

Online Behavior

The survey showed that there is still a high percentage of people in the market who do not make purchases online. Out of the 56 people surveyed 26 people or 46% had never made a purchase online. This was interesting information that revealed a weakness, as well as an opportunity for Warby Parker. Our survey also revealed that 57% of the consumers surveyed were not very willing to purchase eyeglasses online. This is also an opportunity for Warby Parker to become the trusted company, among other online eyewear companies.

Have you ever shopped online?

Not very willing to purchase

Very willing to purchase

We aim to increase the awareness about the brand Warby Parker amongst consumers within a span of one year. A study would be conducted on our competitors’ advertising patterns, and the needs of the consumers would be analyzed. Based on these parameters, an effective advertising and marketing campaign would be developed.

We also aim to motivate action amongst the consumers to purchase the product by shaping their attitudes and by creating awareness about the social responsibility aspect of the brand.

Objectives

Communication Objectives

We aim to target our advertising campaign towards our primary and secondary audience. PRIMARY : 18 to 25 year old males and females or college/university students SECONDARY : 30 to 35 year old females and males or recent graduates We also aim to increase our brand awareness at St. Louis and other neighboring cities. We aim to use media and events that would be of interest for the younger generation as they are our primary audience. We would be using a mixture of traditional and non-traditional media to increase the reach of our brand.

Media Objectives

Traditional

•Print Ads (Posters & Billboards, News paper, Magazine) (also outlining the corporate social responsibility of the brand)•University Campus Posters

Non traditional

•Metro Outdoor Advertising •Barricade Advertising•Stairway Advertising•Escalator Advertising•Eyeglass Decal Advertising(Mirrior & LCD screens)•Mall Elevator Advertising• Concerts & Online Events

Creative Strategy

For the Big Idea of this campaign, we wanted to communicate to our Target Consumersabout the corporate social responsibility aspect of the Brand - Warby Parker.

The main purpose of this idea is to build Brand awareness and motivate action amongst the consumers to purchase the product. We aim to do this by shaping their attitudes towards becoming more socially responsible.

The new Tag line ‘Giving a new perspective!’ is to communicate that Warby ParkerGlasses give a new perspective to see the world. In a way it also communicates that for every pair of WP glasses bought by a consumer, a person in need is given the gift of vision.

The campaign consists of Ads that bring out the social responsibility aspect of the Brand. They are also made to look stylish and youthful to cater to the Primary Target Audience, who are basically youngsters and students.

New LOGO

The Warby Parker logo is simple and easy to read. The logo is the name of the Brand in Black with a white background. The logo has one of the exquisite designs of WP eyeglasses depicting the letter ‘B’ in the word ‘WARBY’. The Logo has a personality of its own which matches the Brand’s personality of being simple yet stylish.

St. Louis Magazine Advertising $10,400

Traditional

Print Advertising

Traditional

Billboard Advertising $3,500

Traditional

Print Advertising

Traditional

Metro Outdoor Advertising $4,700

Ambient/Guerilla

Barricade Advertising $4,500

Stairway Advertising $4,000

Escalator Advertising $4,000

Campus Posters $250

Eyeglass decal advertising $4720

Eyeglass frames with LCD screens $3710

Advertising in Mall

Elevators

$4,000

Advertising in Mall

Elevators

A great way to create a big buzz around our brand is to sponsor a free concert. And what better way to get people to attend than to hold the concert under one of the world’s most famous landmarks, the St. Louis Arch. WP will sponsor a totally free concert featuring young, up and coming groups The Dean’s List, and 2AM Club at the public hard top area under the St. Louis arch. This will allow us to bring awareness to our brand and we can have the band wear our glasses during the performance. Both of the Bands will cost $3,000 for the performance. Normal cost for renting space in a park is from $50-$100 , but with the Arch belonging to a national park, the price will be higher. The stage, lighting, and sound equipment can be rented in a bundle fro $600, bring our total to apx. $10,000.

Concert at the Arch $10,000

Events

St. Louis Arch Eyeglasses Projection $10,000

Also, with an additional $10,000 we will advertise on the St. Louis Gateway Arch with a Warby Parker eyeglass projection during the concert.

Flash Mobs at College campuses in and near St. Louis

$2,920The flash mobs will take place at University campuses in and near St. Louis, MO.

10 people would be hired to go to one campus each to select students to participate in the flash mob. They will be hired by the hour to teach dance to randomly selected students on campus. These students will perform the dance during one major event on campus and these will all take place in the month of May. The month of May usually has good weather and there are many events in this month on college campuses.

The students in the flash mob will be told to wear attire similar to the style of the Warby Parker brand. If the students wear glasses they will be given one pair of glasses with their prescription for free to wear in the mob. If they do not wear prescription glasses then the students will be given sunglasses made by Warby Parker to wear in the mob. All students will be allowed to keep the glasses after the perform in the flash mob.

Online Event — “Wear Your Style!” $10,500

We would like to hold an online event for everyone who is interested in our brand to design their own pair of eye glasses. In this way, we will not only promote our brand, but also gain new designs from our customers and know better of their preferences.

There will be three parts in this event. First, we will set up a webpage where everyone can upload their own design images. In the second part, everyone can vote for the designs. The top three highest voted designs will be produced and given to their designers. After that, the three winners will get a round trip tickets to a foreign country to give out glasses to the people in need by their own. We would also hold a press meet to report the whole event.

Media Plan

Budget

Traditional:St. Louis Magazine Advertising $10,400Billboard Advertising $3,500

Ambient/Guerilla:Metro Outdoor Advertising $4,700Barricade Advertising $4,500Stairway Advertising $4,000Escalator Advertising $4,000Campus Posters $250Eyeglass Decal Advertising $4,720 Eyeglass frames with LCD screens $3,710Mall Elevator Advertising $4,000

Event:Concert under the Arch $10,000Arch eyeglasses projection $10,000Flash Mobs at campuses $2,920Online Event- Wear Your Style! $10,500

Media Schedule

Primary Target Audience Cost

Flash Mobs at College campuses in and near STL $2,920

Campus Posters $250

Concert under the Arch $10,000

St. Louis Arch eyeglasses projection $10,000

Online event $10,500

Total $33,670

Secondary Target Audience

St. Louis Magazine $10,400

Total $10,400

Both (Primary & Secondary)

Billboard $3,500

Metrolink Window Ads $4,700

Barricade Advertising $4,500

Stairway Advertising $4,000

Escalator Advertising $4,000

Eyeglass decal ads in Mall $4,720

Eyelass frames with LCD screens $3,710

Elevator Ads $4,000

Total $33,130

Budget Allocation (One Year Projection)

Flash Mobs at College campuses in and near STL 2%

Campus Posters0%

Concert under the Arch6%

St. Louis Arch eyeglasses projection

6%Online event

7%

Total22%

St. Louis Magazine7%

Total7%

Billboard2%

Metrolink Window Ads3%

Barricade Advertising3%

Stairway Advertising3%

Escalator Advertising3%

Eyeglass decal ads in Mall3%

Eyelass frames with LCD screens

2%

Elevator Ads3%

Total21%

Budget Allocation (One Year Projection) Cost

Budget Graphs

27%

58%

14%

Budget Distribution to each type of Advertising

Traditional

Ambient/Guerilla

Events

Target15%

Secondary85%

Budget direction

Budget Distribution for each month$0.00

$5,000.00

$10,000.00

$15,000.00

$20,000.00

$25,000.00

$30,000.00

January

February

March

April

May

June

July

August

September

October

November

December

January

Febru

ary

Marc

hApril

May

June

July

August

September

October

November

December

0

5

10

15

20

25

30

35

40

Budget rate of each month

percentage

Our advertisement plan reaches a wide range of media and outlets, but we feel that our brand will stand out the most if we concentrate most of the budget on ambient and guerilla advertising. $29,880.00 of our budget is devoted to guerilla and ambient advertisements. This includes many interactive projects such as the barricade advertisement,Interesting ads in malls, metro buses and the mirror/LCD advertisements.

Evaluation

We are also spending $33,420.00 on events and feel they should be very popular events that will get a lot of publicity. Our four events include a free concert under the Arch (with WP glass projections on the Arch), an online design event, and Flash Mobs.

We also have a fair amount of investment in traditional advertising. For traditional advertising we decided to target St. Louis excusive media such as St. Louis Magazine and STLToday.com. $ 13,900.00 of our budget will go to traditional advertisement.

Contingency Plan

With a grand budget of $77,200.00 we are over our $50,000.00 target budget, so we are not expecting any left over money.

However, if we do find ourselves with any leftover funds, we would utilize it towards improving our events and advertisements.

This may pay for things such as extra food and refreshments for our bands performing at our concerts or flash mobs.

Impressions

St. Louis Magazine

Billboard

Metrolink Window Ads

Barricade Ads

Stairway Ads

Escalator Ads

Campus Posters

Eyeglass Decal Ads in Mall

Eyeglass frames with LCD screens

Elevator Ads

Concert under the Arch

St. Louis Arch Projection

Flash Mobs at College Campuses in/near STL

Online Event

0 500000 1000000 1500000 2000000 2500000

Warby Parker Impressions

St. Louis Magazine 480000

Billboard 1200000

Metrolink Window Ads 1200000

Barricade Ads 60000

Stairway Ads 1100000

Escalator Ads 1100000

Campus Posters 5000

Eyeglass Decal Ads in Mall 2000000

Eyeglass frames with LCD screens 400000

Elevator Ads 480000

Concert under the Arch 200000

St. Louis Arch Projection 200000

Flash Mobs at College Campuses in/near STL 50000

Online Event 60000

Impressions

Hussey, R. (n.d.). affordablebillbards.com. Retrieved November 23, 2011, from http://www.affordablebillboards.com/index2.html

Capital Metropolitan Transportation Authority. (n.d.). Capital Metro. Retrieved November 23, 2011, from http://www.capmetro.org/business/transitadv.asp

Loopnet. (2011). Saint Louis Shopping Centers for Lease. Retrieved November 23, 2011, from http://www.loopnet.com/Missouri/Saint-Louis_Shopping-Centers-For-Lease/

St. Louis Post Dispatch. (2010). Retrieved November 23, 2011, from http://images.stltoday.com/stltoday/images/st_louis_post-dispatch_retail_rates_2011.pdf

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Costal Contacts. 2011. http://www.coastalcontacts.com/

Doctor’s Valu Vision. 2011. http://www.drsvaluvision.com/

Explore St. Louis. 2011. http://explorestlouis.com/visit-explore/events/?gclid=CN3vwOfWg6wCFW0CQAodu3hfKA

Wal-Mart Vision Center. 2011. http://www.walmart.com/cp/Vision/1061724

Warby Parker. 2011. http://store.warbyparker.com/

Warby Parker Facebook. 2011. http://www.facebook.com/warbyparker

Zenni Optical. 2011. http://www.zennioptical.com/

Thank you!