Since its inception in 2005, Eyebuydirect has steadily risen as a key player in the online eyewear market. As highlighted by CEO Sunny Jiang in a conversation with Modern Retail Podcast, the company’s early years were marked by relatively little digital competition. However, the landscape has evolved significantly since then, with formidable contenders like Warby Parker and America’s Best now vying for market share.

Despite this intensified competition, Jiang remains steadfast in her belief that Eyebuydirect possesses the resilience and strategic prowess necessary to sustain growth. In this article, we will explore the marketing strategies that fuel Eyebuydirect’s continued success.

Business model and vertical integration

Eyebuydirect operates as a purely online player under the umbrella of the Italian eyewear conglomerate Luxottica Group. This parent company boasts a vertically integrated business model alongside its ownership of a diverse portfolio of popular eyewear brands, ranging from iconic labels like Ray-Ban to contemporary favorites such as Arnette.

Eyebuydirect mirrors Luxottica’s model of vertical integration within its own operations. As CEO Jiang emphasizes, Eyebuydirect oversees the entire process internally, including concept development, design, manufacturing, logistics, and even post-purchase services such as returns. This in-house management strategy empowers the brand to optimize efficiency and maintain stringent quality control measures at every stage of production. Moreover, it enables Eyebuydirect to deliver on its commitment to affordability by facilitating the direct transmission of profitability benefits to customers.

Platform convenience and competitive pricing

Thanks to its vertically integrated business model, the online store’s primary value proposition is its accessibility, both in terms of platform convenience and competitive pricing. Eyebuydirect’s range of glasses is offered at accessible price points, whether it’s locally made classics like the Botanist and Retro Gaston to designer eyewear from premium brands under Luxottica, such as Oakley or Vogue Eyewear. Discounts and promotions, including deals of up to 50% off, are frequently offered as well. This ensures that customers can find eyewear that aligns with their personal style preferences while accommodating their budgetary constraints.

During the shopping process, online shoppers can make use of the website’s Virtual Try-On feature to find the frame that best suits their appearance before selecting a premium lens coating and finalizing their purchase. In addition to offering prescription lenses for vision correction, the brand also caters to the evolving needs of consumers by offering blue light filtering lenses for screen safety. Eyebuydirect’s blue light glasses can come in either EDB Blue or SightRelax blue light coating, both of which can be seamlessly integrated into prescription glasses for a nominal fee. This helps offer relief from headaches associated with prolonged screen usage and underscores the brand’s dedication to staying updated with consumer demands.

Influencer strategy

To help market its affordable selection, Eyebuydirect has developed a nuanced approach to influencer partnerships. Rather than solely focusing on the number of followers an influencer possesses, the company places greater emphasis on the level of engagement and the shared values between the influencer, their audience, and the brand itself.

CEO Jiang underscores the importance of fostering a common language and connection between Eyebuydirect, the influencer, and their audience. This approach ensures that collaborations resonate authentically with the target demographic, resulting in positive engagement and responses. See its partnership with Lele Pons as a premier example, wherein the resulting “Eyewear Pride” collection featured rainbow-colored frames to symbolize support for the LGBTQ community. This doesn’t simply leverage Pons’ influence to reach a wider audience but also amplifies Eyebuydirect’s message of inclusivity to engage with its audience in a meaningful manner.

As the company continues to navigate the evolving landscape of the eyewear industry, its commitment to innovation and customer-centricity will undoubtedly drive future growth and success.

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