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For Direct-to-Consumer Brands, Scaling Isn’t Easy

NEW YORK, United States — When Warby Parker launched in 2010, it was unlike anything else on the market: the vertically integrated online business offered attractive prescription glasses for $ 100 instead of $ 500 or more, as was typical of market leader Luxottica, and a user-friendly, free home-trial program. In its first year in business, it sold 20,000 pairs of glasses.

Facebook was a key — and largely free — tool for Warby Parker to reach customers, answer questions, convert sales and build its now signature brand identity. (The company — which has raised $ 215 million from investors, has been valued at around $ 889 million and built a brick-and-mortar …
The Business of Fashion

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