<p>當 Warby Parker 作為一個數字原生品牌在 15 年前推出時，它迅速意識到需要找到一種方法來幫助客户在網上購買眼鏡時感到自信。</p>
<p>沒有實體店，聯合創始人兼聯合首席執行官 Neil Blumenthal 和 Dave Gilboa 尋求開發一種方法，讓消費者在購買之前可以試戴其眼鏡。雖然高管們最初邀請客户到 Blumenthal 的公寓——品牌的起源地——試戴產品並完成在線訂單，但隨着品牌的擴展，他們需要一個長期的解決方案。</p>
<p>因此，Warby Parker 推出了其受歡迎的居家試戴計劃，客户可以免費將五副眼鏡寄送到家中進行試戴。</p>
<p>“我們想要克服在沒有試戴的情況下購買的挑戰，這就是促成居家試戴計劃的原因，這個計劃非常創新和新穎，” Blumenthal 在一次採訪中説道。</p>
<p>但自 2010 年品牌成立以來，許多事情發生了變化。首先，Warby Parker 目前在全國擁有超過 300 家門店，幾乎覆蓋了所有市場，Blumenthal 説。過去 15 年，技術也取得了長足進步，使在線購物者更容易通過虛擬試戴看到眼鏡框的適合度。</p>
<p>這最終導致品牌上個月決定在年底結束其居家試戴計劃。</p>
<p>但隨着 Warby Parker 超越這一受歡迎的功能——一些消費者與其購物體驗緊密相關——品牌已準備好迎接下一個時代。</p>
<h3>不斷增長的線下存在</h3>
<p>Warby Parker 於 2013 年在紐約市開設了第一家永久零售店。多年來，品牌在全國範圍內擴大了其足跡，並在夏季慶祝開設了第 300 家門店。</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 的聯合創始人兼聯合首席執行官</p>
<p>獲得 Warby Parker 授權</p>
<p>Blumenthal 説，公司在實體店擴展方面採取了 “非常謹慎和控制” 的方法，在 2022 年至 2024 年之間每年大約開設 40 家門店。高管們在八月份表示，品牌今年有望開設 45 家門店。</p>
<p>“我們相信可持續增長，即多年來和幾十年來的穩定和持續增長，” Blumenthal 説。雖然與品牌起步時相比，Warby Parker 的足跡相當可觀——與許多同時期推出的 DTC 品牌相比也是如此——高管們反覆表示，他們看到公司最終運營至少 900 家門店的潛力。</p>
<p>“每年，我們開設的門店數量都比前一年多。因此，您應該期待這種增長繼續加速，” Blumenthal 補充道。“這樣，我們就以深思熟慮和可持續的方式達到了這個目標。”</p>
<p>雖然 Warby Parker 最初通過承諾直接通過電子商務向客户發送眼鏡來顛覆眼鏡市場，但其門店已被證明是一個有價值的資產，全球諮詢公司 Kearney 的合夥人兼美洲零售負責人 Michael Brown 表示。</p>
<p>“零售商一直需要實體和虛擬的存在，” Brown 説。“如果他們要成為一家在線商店，他們的銷售量將受到非常大的限制。”</p>
<p>其門店擴展意味着大多數品牌的居家試戴用户距離 Warby Parker 門店不到 30 分鐘。再加上技術的進步，包括品牌自己的產品，導致了結束居家試戴服務的決定。</p>
<p>手機功能變得更加先進，推動了增強現實和試戴技術的實用性。公司還在努力將其店內體驗與在線體驗整合。其解決方案之一是通過 Warby Parker 的顧問工具，該工具在第二季度推出。</p>
<p>顧問使用人工智能提供數字化指導體驗，幫助客户選擇最適合他們需求的眼鏡框。客户可以在 Warby Parker 的應用程序中訪問顧問功能，並掃描他們的面部，以根據面部特徵（包括形狀、寬度和鼻樑）以及他們自己的風格偏好獲得個性化推薦。</p>
<p>“他們在開發虛擬工具方面做得非常出色。您可以在臉上查看幾乎任何一副眼鏡，就像在鏡子中看到的一樣，” Brown 説。該品牌的虛擬技術應該是其居家試戴計劃的 “逐一替代”，他補充道，“我們都越來越習慣於在沒有實物產品的情況下進行虛擬操作。”</p>
<h3>Warby Parker 與 Target 的合作：‘一個非常協同、增值的交易’</h3>
<p>Warby Parker 通過與 Target 的合作進一步擴大了其分銷，這一合作在今年早些時候宣佈。</p>
<p>兩家公司在二月份宣佈計劃在今年下半年開設五家 Warby Parker 的店中店，第一家門店將在伊利諾伊州的 Willowbrook 和明尼蘇達州的 Bloomington 於夏季開業。這些商店由 Warby Parker 的員工運營，將提供眼鏡、太陽鏡和隱形眼鏡，以及眼科檢查和視力篩查。</p>
<p>“當您在 Target 購物時，您會看到一個 Warby Parker 的商店。您將真正跨越那個門檻，這些商店看起來就像其他任何 Warby Parker 的商店，” Blumenthal 説。</p>
<p>但在 Target 和 Warby Parker 首次推出合作幾個月後，這家大型零售商宣佈另一項合作將結束。</p>
<p>在大約五年後，Target 和 Ulta Beauty 表示其店中店概念將在明年八月結束。但這並不一定意味着 Warby Parker 與這家大型零售商的合作會出現壞消息，Brown 説。</p>
<p>布朗表示：“Target 是任何人的優秀合作伙伴。Target 和 Warby 將覆蓋有需求的人羣，非常廣泛……我認為這對他們雙方來説是一個非常協同、增值的交易。”</p>
<p>雖然 Warby Parker 幾乎在全國的每個市場都有運營，但布盧門塔爾並不認為這對品牌的獨立門店構成威脅。</p>
<p>布盧門塔爾表示：“大多數人一生中都需要眼鏡，而屈光不正的發生率只在增加——這對人類來説不幸，但對我們的業務來説是幸運的。所以我們並不擔心市場侵蝕。我們只關注：如何儘可能方便地為我們的客户提供服務？”</p>
<p>編輯注：此故事首次出現在 Retail Dive: DTC 通訊中。您可以在這裏註冊。</p>

WRBY

<p>Warby Parker 由 Neil Blumenthal 共同創立，正在從最初的家庭試戴項目演變，以增強其零售存在感，自 2013 年以來已開設超過 300 家門店。該品牌計劃繼續擴展實體店，未來目標至少達到 900 家。隨着技術的進步，包括基於人工智能的虛擬試戴工具，Warby Parker 正在逐步淘汰其家庭試戴服務。此外，該公司還與 Target 合作開設店中店，進一步擴大其分銷渠道</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>當 Warby Parker 作為一個數字原生品牌在 15 年前推出時，它迅速意識到需要找到一種方法來幫助客户在網上購買眼鏡時感到自信。</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>沒有實體店，聯合創始人兼聯合首席執行官 Neil Blumenthal 和 Dave Gilboa 尋求開發一種方法，讓消費者在購買之前可以試戴其眼鏡。雖然高管們最初邀請客户到 Blumenthal 的公寓——品牌的起源地——試戴產品並完成在線訂單，但隨着品牌的擴展，他們需要一個長期的解決方案。</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 推出了其受歡迎的居家試戴計劃，客户可以免費將五副眼鏡寄送到家中進行試戴。</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>“我們想要克服在沒有試戴的情況下購買的挑戰，這就是促成居家試戴計劃的原因，這個計劃非常創新和新穎，” Blumenthal 在一次採訪中説道。</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 年品牌成立以來，許多事情發生了變化。首先，Warby Parker 目前在全國擁有超過 300 家門店，幾乎覆蓋了所有市場，Blumenthal 説。過去 15 年，技術也取得了長足進步，使在線購物者更容易通過虛擬試戴看到眼鏡框的適合度。</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>這最終導致品牌上個月決定在年底結束其居家試戴計劃。</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>但隨着 Warby Parker 超越這一受歡迎的功能——一些消費者與其購物體驗緊密相關——品牌已準備好迎接下一個時代。</p>
</div><h3>A growing offline presence</h3>
<div class="lb-trans"><h3>不斷增長的線下存在</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 於 2013 年在紐約市開設了第一家永久零售店。多年來，品牌在全國範圍內擴大了其足跡，並在夏季慶祝開設了第 300 家門店。</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 的聯合創始人兼聯合首席執行官</p>
</div><p>Permission granted by Warby Parker</p>
<div class="lb-trans"><p>獲得 Warby Parker 授權</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 説，公司在實體店擴展方面採取了 “非常謹慎和控制” 的方法，在 2022 年至 2024 年之間每年大約開設 40 家門店。高管們在八月份表示，品牌今年有望開設 45 家門店。</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>“我們相信可持續增長，即多年來和幾十年來的穩定和持續增長，” Blumenthal 説。雖然與品牌起步時相比，Warby Parker 的足跡相當可觀——與許多同時期推出的 DTC 品牌相比也是如此——高管們反覆表示，他們看到公司最終運營至少 900 家門店的潛力。</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，我們開設的門店數量都比前一年多。因此，您應該期待這種增長繼續加速，” Blumenthal 補充道。“這樣，我們就以深思熟慮和可持續的方式達到了這個目標。”</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>雖然 Warby Parker 最初通過承諾直接通過電子商務向客户發送眼鏡來顛覆眼鏡市場，但其門店已被證明是一個有價值的資產，全球諮詢公司 Kearney 的合夥人兼美洲零售負責人 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>“零售商一直需要實體和虛擬的存在，” Brown 説。“如果他們要成為一家在線商店，他們的銷售量將受到非常大的限制。”</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>其門店擴展意味着大多數品牌的居家試戴用户距離 Warby Parker 門店不到 30 分鐘。再加上技術的進步，包括品牌自己的產品，導致了結束居家試戴服務的決定。</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>手機功能變得更加先進，推動了增強現實和試戴技術的實用性。公司還在努力將其店內體驗與在線體驗整合。其解決方案之一是通過 Warby Parker 的顧問工具，該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>顧問使用人工智能提供數字化指導體驗，幫助客户選擇最適合他們需求的眼鏡框。客户可以在 Warby Parker 的應用程序中訪問顧問功能，並掃描他們的面部，以根據面部特徵（包括形狀、寬度和鼻樑）以及他們自己的風格偏好獲得個性化推薦。</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>“他們在開發虛擬工具方面做得非常出色。您可以在臉上查看幾乎任何一副眼鏡，就像在鏡子中看到的一樣，” Brown 説。該品牌的虛擬技術應該是其居家試戴計劃的 “逐一替代”，他補充道，“我們都越來越習慣於在沒有實物產品的情況下進行虛擬操作。”</p>
</div><h3>Warby Parker’s partnership with Target: ‘A very synergistic, accretive deal’</h3>
<div class="lb-trans"><h3>Warby Parker 與 Target 的合作：‘一個非常協同、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 通過與 Target 的合作進一步擴大了其分銷，這一合作在今年早些時候宣佈。</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>兩家公司在二月份宣佈計劃在今年下半年開設五家 Warby Parker 的店中店，第一家門店將在伊利諾伊州的 Willowbrook 和明尼蘇達州的 Bloomington 於夏季開業。這些商店由 Warby Parker 的員工運營，將提供眼鏡、太陽鏡和隱形眼鏡，以及眼科檢查和視力篩查。</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>“當您在 Target 購物時，您會看到一個 Warby Parker 的商店。您將真正跨越那個門檻，這些商店看起來就像其他任何 Warby Parker 的商店，” Blumenthal 説。</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 首次推出合作幾個月後，這家大型零售商宣佈另一項合作將結束。</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>在大約五年後，Target 和 Ulta Beauty 表示其店中店概念將在明年八月結束。但這並不一定意味着 Warby Parker 與這家大型零售商的合作會出現壞消息，Brown 説。</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 是任何人的優秀合作伙伴。Target 和 Warby 將覆蓋有需求的人羣，非常廣泛……我認為這對他們雙方來説是一個非常協同、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>雖然 Warby Parker 幾乎在全國的每個市場都有運營，但布盧門塔爾並不認為這對品牌的獨立門店構成威脅。</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>布盧門塔爾表示：“大多數人一生中都需要眼鏡，而屈光不正的發生率只在增加——這對人類來説不幸，但對我們的業務來説是幸運的。所以我們並不擔心市場侵蝕。我們只關注：如何儘可能方便地為我們的客户提供服務？”</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>編輯注：此故事首次出現在 Retail Dive: DTC 通訊中。您可以在這裏註冊。</p>
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Warby Parker 的 Neil Blumenthal 談論品牌的未來發展