Abstract

Recently, online shopping has become more and more popular, Warby Parker, an American online retailer which was launched in 2010 and sells eyeglasses and sunglasses. It was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses (official website,2017). By now Warby Parker has opened several retail stores in Los Angeles and New York City and has showrooms in Chicago and Philadelphia. Therefore, It is really important that this fashion brand concentrates on marketing strategy and tries to handle marketing challenges properly in the future and makes it more successful.

In this report, the main subject will be the marketing challenge of Warby Parker, namely the supply chain management for long term improvement Now that the main supply chain factories are located in Asia especially China, and the high-counterfeiting makes are booming, the quality of products is becoming more seriously. The solution of this problem can be used by supply chain characteristic elements, which is related to the supply chain relationships.

Keywords:New York fashion brand; Latest fashion; Raw material; Fashion enterprises