<p>当 Warby Parker 作为一个数字原生品牌在 15 年前推出时，它迅速意识到需要找到一种方法来帮助客户在网上购买眼镜时感到自信。</p>
<p>没有实体店，联合创始人兼联合首席执行官 Neil Blumenthal 和 Dave Gilboa 寻求开发一种方法，让消费者在购买之前可以试戴其眼镜。虽然高管们最初邀请客户到 Blumenthal 的公寓——品牌的起源地——试戴产品并完成在线订单，但随着品牌的扩展，他们需要一个长期的解决方案。</p>
<p>因此，Warby Parker 推出了其受欢迎的居家试戴计划，客户可以免费将五副眼镜寄送到家中进行试戴。</p>
<p>“我们想要克服在没有试戴的情况下购买的挑战，这就是促成居家试戴计划的原因，这个计划非常创新和新颖，” Blumenthal 在一次采访中说道。</p>
<p>但自 2010 年品牌成立以来，许多事情发生了变化。首先，Warby Parker 目前在全国拥有超过 300 家门店，几乎覆盖了所有市场，Blumenthal 说。过去 15 年，技术也取得了长足进步，使在线购物者更容易通过虚拟试戴看到眼镜框的适合度。</p>
<p>这最终导致品牌上个月决定在年底结束其居家试戴计划。</p>
<p>但随着 Warby Parker 超越这一受欢迎的功能——一些消费者与其购物体验紧密相关——品牌已准备好迎接下一个时代。</p>
<h3>不断增长的线下存在</h3>
<p>Warby Parker 于 2013 年在纽约市开设了第一家永久零售店。多年来，品牌在全国范围内扩大了其足迹，并在夏季庆祝开设了第 300 家门店。</p>
<p><img src="https://imageproxy.pbkrs.com/https://imgproxy.divecdn.com/fF3fB8DKu6Fjwbdno5HA4Z1FvBQ1-0fPUQk8T5DfBis/g:ce/rs:fit:0:860/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9XYXJieVBhcmtlcl9OZWlsQmx1bWVudGhhbF9IZWFkc2hvdC5qcGc=.webp?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://imgproxy.divecdn.com/fF3fB8DKu6Fjwbdno5HA4Z1FvBQ1-0fPUQk8T5DfBis/g:ce/rs:fit:0:860/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9XYXJieVBhcmtlcl9OZWlsQmx1bWVudGhhbF9IZWFkc2hvdC5qcGc=.webp"/></p>
<p>Neil Blumenthal，Warby Parker 的联合创始人兼联合首席执行官</p>
<p>获得 Warby Parker 授权</p>
<p>Blumenthal 说，公司在实体店扩展方面采取了 “非常谨慎和控制” 的方法，在 2022 年至 2024 年之间每年大约开设 40 家门店。高管们在八月份表示，品牌今年有望开设 45 家门店。</p>
<p>“我们相信可持续增长，即多年来和几十年来的稳定和持续增长，” Blumenthal 说。虽然与品牌起步时相比，Warby Parker 的足迹相当可观——与许多同时期推出的 DTC 品牌相比也是如此——高管们反复表示，他们看到公司最终运营至少 900 家门店的潜力。</p>
<p>“每年，我们开设的门店数量都比前一年多。因此，您应该期待这种增长继续加速，” Blumenthal 补充道。“这样，我们就以深思熟虑和可持续的方式达到了这个目标。”</p>
<p>虽然 Warby Parker 最初通过承诺直接通过电子商务向客户发送眼镜来颠覆眼镜市场，但其门店已被证明是一个有价值的资产，全球咨询公司 Kearney 的合伙人兼美洲零售负责人 Michael Brown 表示。</p>
<p>“零售商一直需要实体和虚拟的存在，” Brown 说。“如果他们要成为一家在线商店，他们的销售量将受到非常大的限制。”</p>
<p>其门店扩展意味着大多数品牌的居家试戴用户距离 Warby Parker 门店不到 30 分钟。再加上技术的进步，包括品牌自己的产品，导致了结束居家试戴服务的决定。</p>
<p>手机功能变得更加先进，推动了增强现实和试戴技术的实用性。公司还在努力将其店内体验与在线体验整合。其解决方案之一是通过 Warby Parker 的顾问工具，该工具在第二季度推出。</p>
<p>顾问使用人工智能提供数字化指导体验，帮助客户选择最适合他们需求的眼镜框。客户可以在 Warby Parker 的应用程序中访问顾问功能，并扫描他们的面部，以根据面部特征（包括形状、宽度和鼻梁）以及他们自己的风格偏好获得个性化推荐。</p>
<p>“他们在开发虚拟工具方面做得非常出色。您可以在脸上查看几乎任何一副眼镜，就像在镜子中看到的一样，” Brown 说。该品牌的虚拟技术应该是其居家试戴计划的 “逐一替代”，他补充道，“我们都越来越习惯于在没有实物产品的情况下进行虚拟操作。”</p>
<h3>Warby Parker 与 Target 的合作：‘一个非常协同、增值的交易’</h3>
<p>Warby Parker 通过与 Target 的合作进一步扩大了其分销，这一合作在今年早些时候宣布。</p>
<p>两家公司在二月份宣布计划在今年下半年开设五家 Warby Parker 的店中店，第一家门店将在伊利诺伊州的 Willowbrook 和明尼苏达州的 Bloomington 于夏季开业。这些商店由 Warby Parker 的员工运营，将提供眼镜、太阳镜和隐形眼镜，以及眼科检查和视力筛查。</p>
<p>“当您在 Target 购物时，您会看到一个 Warby Parker 的商店。您将真正跨越那个门槛，这些商店看起来就像其他任何 Warby Parker 的商店，” Blumenthal 说。</p>
<p>但在 Target 和 Warby Parker 首次推出合作几个月后，这家大型零售商宣布另一项合作将结束。</p>
<p>在大约五年后，Target 和 Ulta Beauty 表示其店中店概念将在明年八月结束。但这并不一定意味着 Warby Parker 与这家大型零售商的合作会出现坏消息，Brown 说。</p>
<p>布朗表示：“Target 是任何人的优秀合作伙伴。Target 和 Warby 将覆盖有需求的人群，非常广泛……我认为这对他们双方来说是一个非常协同、增值的交易。”</p>
<p>虽然 Warby Parker 几乎在全国的每个市场都有运营，但布卢门塔尔并不认为这对品牌的独立门店构成威胁。</p>
<p>布卢门塔尔表示：“大多数人一生中都需要眼镜，而屈光不正的发生率只在增加——这对人类来说不幸，但对我们的业务来说是幸运的。所以我们并不担心市场侵蚀。我们只关注：如何尽可能方便地为我们的客户提供服务？”</p>
<p>编辑注：此故事首次出现在 Retail Dive: DTC 通讯中。您可以在这里注册。</p>

WRBY

<p>Warby Parker 由 Neil Blumenthal 共同创立，正在从最初的家庭试戴项目演变，以增强其零售存在感，自 2013 年以来已开设超过 300 家门店。该品牌计划继续扩展实体店，未来目标至少达到 900 家。随着技术的进步，包括基于人工智能的虚拟试戴工具，Warby Parker 正在逐步淘汰其家庭试戴服务。此外，该公司还与 Target 合作开设店中店，进一步扩大其分销渠道</p>

<p>When Warby Parker launched as a digitally native brand 15 years ago, it quickly realized that it needed to find a way to help customers feel confident purchasing eyewear online.</p>
<div class="lb-trans"><p>当 Warby Parker 作为一个数字原生品牌在 15 年前推出时，它迅速意识到需要找到一种方法来帮助客户在网上购买眼镜时感到自信。</p>
</div><p>Without physical stores, co-founders and co-CEOs Neil Blumenthal and Dave Gilboa sought to develop a way to allow consumers to try on its eyewear before making a purchase. While the executives initially invited customers into Blumenthal’s apartment — where the brand got its start — to try on its products and complete online orders, it needed a longer-term solution as the brand scaled.</p>
<div class="lb-trans"><p>没有实体店，联合创始人兼联合首席执行官 Neil Blumenthal 和 Dave Gilboa 寻求开发一种方法，让消费者在购买之前可以试戴其眼镜。虽然高管们最初邀请客户到 Blumenthal 的公寓——品牌的起源地——试戴产品并完成在线订单，但随着品牌的扩展，他们需要一个长期的解决方案。</p>
</div><p>And so Warby Parker launched its popular home try-on program, where customers could have five frames shipped to their home to test out for free.</p>
<div class="lb-trans"><p>因此，Warby Parker 推出了其受欢迎的居家试戴计划，客户可以免费将五副眼镜寄送到家中进行试戴。</p>
</div><p>“We wanted to sort of overcome that challenge of buying without trying them on, and that is what led to the home try-on program, which is super innovative and novel,” Blumenthal said in an interview.</p>
<div class="lb-trans"><p>“我们想要克服在没有试戴的情况下购买的挑战，这就是促成居家试戴计划的原因，这个计划非常创新和新颖，” Blumenthal 在一次采访中说道。</p>
</div><p>But a lot has changed since the brand was founded in 2010. For one, Warby Parker has over 300 stores and is in almost every market across the country, according to Blumenthal. Technology has also come a long way in the last 15 years, making it easier for online shoppers to see how the glasses frames will fit through virtual try-on.</p>
<div class="lb-trans"><p>但自 2010 年品牌成立以来，许多事情发生了变化。首先，Warby Parker 目前在全国拥有超过 300 家门店，几乎覆盖了所有市场，Blumenthal 说。过去 15 年，技术也取得了长足进步，使在线购物者更容易通过虚拟试戴看到眼镜框的适合度。</p>
</div><p>That ultimately led to the brand’s decision last month to sunset its home try-on programat the end of the year.</p>
<div class="lb-trans"><p>这最终导致品牌上个月决定在年底结束其居家试戴计划。</p>
</div><p>But as Warby Parker moves beyond that popular feature — which some consumers have closely associated with its shopping experience — the brand is ready for its next era.</p>
<div class="lb-trans"><p>但随着 Warby Parker 超越这一受欢迎的功能——一些消费者与其购物体验紧密相关——品牌已准备好迎接下一个时代。</p>
</div><h3>A growing offline presence</h3>
<div class="lb-trans"><h3>不断增长的线下存在</h3>
</div><p>Warby Parker opened its first permanent retail store in 2013, located in New York City. Over the years, the brand has grown its footprint nationwide and celebrated the opening of its 300th location over the summer.</p>
<div class="lb-trans"><p>Warby Parker 于 2013 年在纽约市开设了第一家永久零售店。多年来，品牌在全国范围内扩大了其足迹，并在夏季庆祝开设了第 300 家门店。</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://imgproxy.divecdn.com/fF3fB8DKu6Fjwbdno5HA4Z1FvBQ1-0fPUQk8T5DfBis/g:ce/rs:fit:0:860/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9XYXJieVBhcmtlcl9OZWlsQmx1bWVudGhhbF9IZWFkc2hvdC5qcGc=.webp" alt="" original-src="https://imgproxy.divecdn.com/fF3fB8DKu6Fjwbdno5HA4Z1FvBQ1-0fPUQk8T5DfBis/g:ce/rs:fit:0:860/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9XYXJieVBhcmtlcl9OZWlsQmx1bWVudGhhbF9IZWFkc2hvdC5qcGc=.webp"/></p>
<p>Neil Blumenthal, Warby Parker’s co-founder and co-CEO</p>
<div class="lb-trans"><p>Neil Blumenthal，Warby Parker 的联合创始人兼联合首席执行官</p>
</div><p>Permission granted by Warby Parker</p>
<div class="lb-trans"><p>获得 Warby Parker 授权</p>
</div><p>The company has taken a “very deliberate and controlled” approach to its brick-and-mortar expansion, Blumenthal said, opening roughly 40 stores per year between 2022 and 2024. And executives in August said the brand is on track to open 45 stores this year.</p>
<div class="lb-trans"><p>Blumenthal 说，公司在实体店扩展方面采取了 “非常谨慎和控制” 的方法，在 2022 年至 2024 年之间每年大约开设 40 家门店。高管们在八月份表示，品牌今年有望开设 45 家门店。</p>
</div><p>“We believe in sustainable growth, which is steady and consistent growth over years and decades,” Blumenthal said. While Warby Parker has a sizable footprint compared to when it started — and compared to many other DTC brands that launched around the same time it did — executives have repeatedly said they see the potential for the company to operate at least 900 stores eventually.</p>
<div class="lb-trans"><p>“我们相信可持续增长，即多年来和几十年来的稳定和持续增长，” Blumenthal 说。虽然与品牌起步时相比，Warby Parker 的足迹相当可观——与许多同时期推出的 DTC 品牌相比也是如此——高管们反复表示，他们看到公司最终运营至少 900 家门店的潜力。</p>
</div><p>“Each year, we open up more stores than we did the previous year. So you should expect that ramp up to continue to accelerate,” Blumenthal added. “That way, we've hit that target in a thoughtful and sustainable manner.”</p>
<div class="lb-trans"><p>“每年，我们开设的门店数量都比前一年多。因此，您应该期待这种增长继续加速，” Blumenthal 补充道。“这样，我们就以深思熟虑和可持续的方式达到了这个目标。”</p>
</div><p>While Warby Parker initially disrupted the eyeglass market by promising to send glasses directly to customers via e-commerce, its stores have proven to be a valuable asset, according to Michael Brown, a partner and Americas retail leader at global consulting firm Kearney.</p>
<div class="lb-trans"><p>虽然 Warby Parker 最初通过承诺直接通过电子商务向客户发送眼镜来颠覆眼镜市场，但其门店已被证明是一个有价值的资产，全球咨询公司 Kearney 的合伙人兼美洲零售负责人 Michael Brown 表示。</p>
</div><p>“Retailers have always needed a physical and a virtual presence,” Brown said. “If they were going to be an online store, they would be very, very capped in what their volume has been.”</p>
<div class="lb-trans"><p>“零售商一直需要实体和虚拟的存在，” Brown 说。“如果他们要成为一家在线商店，他们的销售量将受到非常大的限制。”</p>
</div><p>Its store expansion has meant that most of the brand’s home try-on users live within 30 minutes of a Warby Parker store. That coupled with advancements in technology, including the brand’s own offerings, has led to the decision to end its home try-on service.</p>
<div class="lb-trans"><p>其门店扩展意味着大多数品牌的居家试戴用户距离 Warby Parker 门店不到 30 分钟。再加上技术的进步，包括品牌自己的产品，导致了结束居家试戴服务的决定。</p>
</div><p>Mobile phone capabilities have become more advanced, helping to propel augmented reality and try-on tech’s usefulness. The company has also been working to integrate its in-store experience online. One way it’s tackling that is through Warby Parker’s Advisor tool, which it rolled out in the second quarter.</p>
<div class="lb-trans"><p>手机功能变得更加先进，推动了增强现实和试戴技术的实用性。公司还在努力将其店内体验与在线体验整合。其解决方案之一是通过 Warby Parker 的顾问工具，该工具在第二季度推出。</p>
</div><p>Advisor uses AI to provide a digitally guided experience to help customers select the frames that best suit their needs. Customers can access the Advisor feature within Warby Parker’s app and scan their face to get personalized recommendations based on their facial features, including shape, width and nose bridge, as well as their own style preferences.</p>
<div class="lb-trans"><p>顾问使用人工智能提供数字化指导体验，帮助客户选择最适合他们需求的眼镜框。客户可以在 Warby Parker 的应用程序中访问顾问功能，并扫描他们的面部，以根据面部特征（包括形状、宽度和鼻梁）以及他们自己的风格偏好获得个性化推荐。</p>
</div><p>“They've done a wonderful job developing virtual tools. You can look at almost any one of those frames on your face as if you were looking at it in a mirror,” Brown said. The brand’s virtual tech should be a “one-for-one replacement” for its home try-on program, he said, adding that “we're all becoming more used to doing things virtually without the physical product there.”</p>
<div class="lb-trans"><p>“他们在开发虚拟工具方面做得非常出色。您可以在脸上查看几乎任何一副眼镜，就像在镜子中看到的一样，” Brown 说。该品牌的虚拟技术应该是其居家试戴计划的 “逐一替代”，他补充道，“我们都越来越习惯于在没有实物产品的情况下进行虚拟操作。”</p>
</div><h3>Warby Parker’s partnership with Target: ‘A very synergistic, accretive deal’</h3>
<div class="lb-trans"><h3>Warby Parker 与 Target 的合作：‘一个非常协同、增值的交易’</h3>
</div><p>Warby Parker has expanded its distribution even further through a tie-up with Target that was announced earlier this year.</p>
<div class="lb-trans"><p>Warby Parker 通过与 Target 的合作进一步扩大了其分销，这一合作在今年早些时候宣布。</p>
</div><p>The companies in February announced plans to open five Warby Parker shop-in-shops in the second half of this year, with the first stores opening in Willowbrook, Illinois, and Bloomington, Minnesota, over the summer. The shops, run by Warby Parker’s employees, will offer glasses, sunglasses and contacts, as well as eye exams and vision screenings.</p>
<div class="lb-trans"><p>两家公司在二月份宣布计划在今年下半年开设五家 Warby Parker 的店中店，第一家门店将在伊利诺伊州的 Willowbrook 和明尼苏达州的 Bloomington 于夏季开业。这些商店由 Warby Parker 的员工运营，将提供眼镜、太阳镜和隐形眼镜，以及眼科检查和视力筛查。</p>
</div><p>“When you're shopping in Target, you'll see a Warby Parker store. You'll literally cross that threshold and these stores look like any other Warby Parker store,” Blumenthal said.</p>
<div class="lb-trans"><p>“当您在 Target 购物时，您会看到一个 Warby Parker 的商店。您将真正跨越那个门槛，这些商店看起来就像其他任何 Warby Parker 的商店，” Blumenthal 说。</p>
</div><p>But just months after Target and Warby Parker debuted their partnership, the mass merchant announced another would come to an end.</p>
<div class="lb-trans"><p>但在 Target 和 Warby Parker 首次推出合作几个月后，这家大型零售商宣布另一项合作将结束。</p>
</div><p>After about five years, Target and Ulta Beauty said their shop-in-shop concept would end by next August. But that doesn’t necessarily spell bad news for Warby Parker’s partnership with the mass merchant, according to Brown.</p>
<div class="lb-trans"><p>在大约五年后，Target 和 Ulta Beauty 表示其店中店概念将在明年八月结束。但这并不一定意味着 Warby Parker 与这家大型零售商的合作会出现坏消息，Brown 说。</p>
</div><p>“Target is a great partner for anyone,” Brown said. “Target and Warby are going to cover a very, very wide spectrum of the population who has a need … I think it's a very synergistic, accretive deal for both of them.”</p>
<div class="lb-trans"><p>布朗表示：“Target 是任何人的优秀合作伙伴。Target 和 Warby 将覆盖有需求的人群，非常广泛……我认为这对他们双方来说是一个非常协同、增值的交易。”</p>
</div><p>While Warby Parker operates in nearly every market across the country, Blumenthal doesn’t view it as a threat to the brand’s stand-alone stores.</p>
<div class="lb-trans"><p>虽然 Warby Parker 几乎在全国的每个市场都有运营，但布卢门塔尔并不认为这对品牌的独立门店构成威胁。</p>
</div><p>“Most people need glasses within their lifetime, and the instance of refractive error is only increasing — unfortunately for humanity, but fortunately for our business,” Blumenthal said. “So we're not concerned about cannibalization. We're just focused on: How do we serve our customers as conveniently for them as possible?”</p>
<div class="lb-trans"><p>布卢门塔尔表示：“大多数人一生中都需要眼镜，而屈光不正的发生率只在增加——这对人类来说不幸，但对我们的业务来说是幸运的。所以我们并不担心市场侵蚀。我们只关注：如何尽可能方便地为我们的客户提供服务？”</p>
</div><p>Editor’s note: This story first appeared in the Retail Dive: DTC newsletter. You can sign up for it here.</p>
<div class="lb-trans"><p>编辑注：此故事首次出现在 Retail Dive: DTC 通讯中。您可以在这里注册。</p>
</div>

Warby Parker 的 Neil Blumenthal 谈论品牌的未来发展