DTC Eyeglasses Brands Thrive Among Quarantined Buyers – Adweek

23Jun, 2020

Buying glasses has traditionally followed a predictable flow. Following an optometrist appointment, patients speak with an often commission-incentivized optician about which frames and lenses to spend up to $400 on.

In the 2000s, direct-to-consumer companies like Warby Parker, Zenni Optical and others disrupted the typical customer journey by streamlining the process and selling prescription glasses online at a fraction of the market price. Online eyewear sales have continually outpaced the growth of in-store retailers and more brands have entered the market.

While ecommerce occupied around 10% of the eyeglass market share in 2019, the novel coronavirus pandemic forced brick-and-mortar stores to close, ushering in a new landscape for consumers. Since March, DTC glasses retailers have seen huge spikes in sales. Research from trade association The Vision Council shows that online…

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