Frontiers in Business, Economics and Management 
ISSN: 2766-824X | Vol. 20, No. 1, 2025 

 

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VISTA Product Development Report for Warby Parker 

Shilin Ke * 

Business management, City, University of London, London, EC1Y 8TZ, England 

* Corresponding author: Shilin Ke (Email: shilinke5@gmail.com) 

 

Abstract: This report presents a proposal for Warby Parker's new product, Vision Integrated Smart Technology Aids (VISTA) 
glasses. The purpose of VISTA is to integrate advanced technology into eyewear, catering to the growing demand for tech -

oriented, functional, and stylish eyewear in the U.S. market. The report discusses the strategic alignment of VISTA with Warby 

Parker's brand identity and mission, analyzing both the environmental and company-level factors influencing the eyewear 

industry. A detailed feasibility analysis is provided, covering market, technical, and financial aspects, followed by a product 

development and launch plan. VISTA is envisioned as a key product to enhance the company’s market share, brand image, and 

differentiation in the competitive eyewear industry, ultimately contributing to increased revenue and potential scalability. 

Keywords: Warby Parker; VISTA; Eyewear; Smart glasses; Product development; Market feasibility; Innovation; Technology 
integration; Brand image; U.S. eyewear market. 

 

1. Introduction 

Enclosed in this report is a proposal for the introduction of 

an innovative product, the Vision Integrated Smart 

Technology Aids (VISTA) glasses, which are designed to 

enhance the company’s market presence, bolster its digital-

savvy outlook, and meet evolving consumer needs and 

expectations in the U.S. Eyewear market. Its objective is to 

justify the strategic value and alignment of this product to the 

company’s mission to revolutionize the eyewear industry, as 

well as explore its feasibility. 

Dubbed “the Netflix of eyewear,” Warby Parker took the 

U.S. eyewear market by storm through an ingenious offer of 

sending customers five pairs of frames to try on at the 

company’s cost, before they settled on their purchase (Emory 

Libraries, 2024) [1]. This integration of technology into the 

eyewear retail business underscores the company’s endeavor 

to feature technology into its products and services. Warby 

Parker’s mission is simple: “to inspire and impact the world 

with vision, purpose, and style” (Warby Parker, n.d.) [2]. The 

rapidly evolving medical technological space, complemented 

by artificial intelligence as well as augmented reality offers 

the company an opportune moment to work in the furtherance 

of this mission. Thus, VISTA glasses represent a novel 

opportunity to bolster Warby Parker’s reputation as a tech-

savvy disruptive innovator, while increasing its market share.  

Undoubtedly, the eyewear industry is under significant 

transformation marked by new technologies, trends towards 

personalization, and increased customer convenience trends. 

One of the company’s competitors, Ray Ban, recently 

introduced Ray-Ban Meta Smart Glasses that have gained 

decent traction (Meta, 2023) [3]. Evidently, customers 

increasingly seek glasses, not only for medical reason but also 

to complement their fashion sense and digital lifestyle. This 

industry development behooves Warby Parker to diversify its 

product offerings. VISTA offers Warby Parker the chance to 

take advantage of its expanding retail infrastructure and 

leverage its technological expertise in the eyewear market 

(Earnest Analytics, 2024) [4]. This report outlines the 

strategic importance of this product, presents a proposed 

development and launch plan, and projects its potential 

outcomes on the company’s long-term growth and success.  

2. Environmental and Company 
Analysis 

2.1. Environmental Analysis 

Warby Parker operates in the Optometrists industry in the 

U.S. primarily because it offers eye care consultations and 

exams, prescription lenses, eyewear frames retail, and 

sunglasses retail. In this industry, products and services are 

broken into five primary categories, whose revenues have 

been published by IBISWorld as follows: Sales of 

prescription eyewear (7.8bn), Providing eye exams ($5.9bn), 

Sales of contact lenses ($3.6bn), Providing miscellaneous 

eyecare services ($2.3bn), and Providing medical eye care 

($1.5bn) (Brocker, 2024, p.9) [5]. It is worth noting that in the 

larger eye care industry, there is more revenue to be made in 

the sales of prescription eyewear than in all other product and 

service categories.  

The industry outlook for businesses in the eyewear and eye 

care industries is very promising from an entrepreneurial 

perspective. Notably, there is low level of concentration of 

service providers in the industry structure. This low level of 

concentration can be viewed as an opportunity, especially 

considering that the U.S. features an aging population that 

will increase prescription rates for presbyopia. At the present, 

“nearly three-quarters of the adult US population uses 

corrective eyewear,” which drives the demand for service 

providers and creates the stability of an assured market 

(Brocker, 2024) [5]. Secondly, the level of innovation is 

categorized as moderate, meaning that there is substantial 

room for improvement. Although regulations and policy can 

be considered high, they nonetheless depict a steady trend, 

which points to their stability and offers a relief to service 

providers. Finally, the level of competition in the industry is 

moderate, but signs show that competition is on the increase. 

For this reason, there is a need for Warby Parker to devise 

products and services that increase its competitive advantage 

and bolster its relevance in this mature industry.  

2.2. Company Analysis 

At the company level, a SWOT analysis reveals that Warby 

Parker fares as follows: 



 

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2.2.1. Strengths 
Warby Parker enjoys brand credibility as an affordably 

provider of stylish eyewear, paving way to introduce 

innovations. Secondly, the company is understood as a 

disruptor in the industry, especially with its initial home try-

on technology and the recent virtual try-on platform. The 

proof of concepts pertaining to technology increases 

consumer confidence in future technology-related product 

releases. Additionally, the company has created an omni-

channel presence in a digital-savvy society, helping it reach 

markets in both worlds (“Warby Parker’s SWOT analysis”, 

2024) [6]. For online consumers, its distribution prowess 

facilitates hustle-free ordering and delivery. On the other hand, 

traditional brick-and-mortar store consumers enjoy eye-to-

eye services in the hundreds of physical outlets across the US, 

which the company plans to increase (The Wise Marketer, 

2024). Thus, from an infrastructure standpoint, the company 

is well-equipped to develop and release a new product. Finally, 

the company enjoys a strong base of loyal clientele that has 

seen its revenues grow over the last decade. An innovation 

has a high likelihood of reception by loyal customers who 

have enjoyed high-quality and innovative products from the 

company.  

2.2.2. Weaknesses 
Warby Parker has limited geographical coverage, with its 

primary market being the North American market. This might 

impact the company if a product fails to have a good reception 

in the home market (The Strategy Story, 2023) [7]. The 

company is also limited by its affordable pricing strategy, as 

its profit margins are relatively low compared to premium 

competitors’ prices. Additionally, since its disruption in the 

online eyewear retail space, the eyewear market has seen 

considerable saturation. In fact, numerous reports show that 

there is no dominant player in the market, making it an uphill 

task to garner a substantial market share (“The Strategy 

Story”, 2023) [7]. Finally, while its brand’s credibility is 

decent due to previous customer interactions, its brand 

perception might hinder the company’s attraction of specific 

customer segments who might equate affordability with low 

quality.  

2.2.3. Opportunities 
Warby Parker has the opportunity to expand globally and 

cover more markets in the international space, consequently 

bolstering its revenue and number of customers. The 

company also has the opportunity of diversifying its product 

lines, and even coopting advanced technologies to improve its 

unique selling propositions (Brocker, 2024) [5]. Having 

excelled in the American market, Warby Parker has the 

opportunity to partner with celebrities and influencers to 

reach diverse customer segments and boost its brand 

perception in the process. Finally, market-facing product 

developments that respond to eye health challenges such as 

frequent use of digital screens or age-related vision issues will 

be excellent opportunities for the company’s long-term 

strategy (Business Research Insights, 2024) [8]. In this case, 

partnering with technology companies to create tech-oriented 

products might enable Warby Parker to take advantage of 

consumer trends while responding to its core mission of 

providing vision solutions.  

2.2.4. Threats 
Warby Parker faces threats from a constantly-shifting 

consumer preference in eyewear products. Eyewear products 

are no longer corrective accessories; today, they are fashion 

accessories that curate personalities. The company must 

continuously read its customers’ needs and adjust. 

Furthermore, the eyewear market has portended substantial 

competition due to moderate barriers to entry (Brocker, 2024) 

[5]. Since the industry is considered mature, market saturation 

is imminent and growing a loyal customer base is relatively 

challenging. Finally, economic uncertainty threaten a 

reduction in consumer spending, especially considering that 

industry practice recommends eye check-ups after two years. 

This threat could impact Warby Parker’s sales.  

2.3. The Justification for VISTA 

The above scoping activity presents several rationale for 

VISTA glasses. Firstly, the new innovation product will 

complement and satisfy the market’s growing demand for 

technology-integrated wearables evident in the eyewear 

industry. Warby Parker must be cognizant of the plight of 

industry titans such as Nokia, who failed to innovate when 

consumer trends in their markets shifted. Consequently, 

Warby Parker should leverage this product that complements 

the market’s association of the company with technology.  

As a pioneer in online eyewear retail, Warby Parker already 

enjoys goodwill from customers in the market. A plausible 

assumption is that these customers will be receptive to a new 

tech-oriented product and will reward Warby Parker for 

diversifying into smart glasses. Note that, by partnering with 

technology companies to develop VISTA, the company will 

hedge associated risks from technology and also substantially 

reduce costs emanating from research and development.  

2.4. What Does VISTA Build on for Warby 
Parker? 

The VISTA smart prescription glasses build on several of 

the company’s key assets, resources, and capabilities. First, 

the product builds on a history of technological innovation, 

ranging from home try-ons to virtual try-ons (Emory Libraries, 

2024) [1]. This innovation is an extension of previous 

milestones. Second, the product builds on Warby Parker’s 

identity and brand positioning as a disruptor in the eyewear 

industry. VISTA will be a testament of the brand’s consistency. 

Third, the smart prescription glasses elevates the company’s 

status as a sustainable organization with a broad appeal to a 

broad consumer segment. Notably, the conceptualization of 

the product is focused on minimal waste in the environment, 

and optimal benefits for the consumer. Overall, the product 

will position Warby Parker as a leader in both eyewear and 

the rapidly evolving smart wearables market.  

3. Product Development and Launch 
Plans 

3.1. VISTA Product Overview 

VISTA smart prescription glasses are innovative and trendy 

eyewear that pack a pair of autonomous adaptive lenses that 

adjust their focus and the amount of light passing to the eye 

based on the user’s environment and activity. These glasses 

will be primarily designed for individuals with multiple vision 

needs such as presbyopia, photophobia, myopia, and 

hyperopia. The main solution they present for these 

individuals is eliminating the need for multiple pairs of 

glasses, bifocals, and progressive glasses. Further, they will 

be designed to cater to the needs of individuals with 

anisometropia. Its features will include: 

Light Guard technology: Automatically dims or brightens 



 

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the lens to allow comfortable amount of light to pass to the 

user’s eyes. This technology will make the eyewear suitable 

for use as sunglasses, anti-glare, and blue-block glasses, 

assisting the user to adjust to multiple light conditions. 

Focus Sense technology: This technology will comprise a 

sensor that tracks the user’s eye movement and automatically 

adjusts the lenses’ focus to meet their power and allow them 

to see clearly. Considering that this technology will be 

coupled to a microprocessor, individuals with differing eye 

powers can adjust the settings of each lens separately, such 

that the autofocusing applies the precise correction required 

for each eye. 

VISTA Companion App: This feature will track the usage 

patterns, battery consumption, and facilitate maintenance 

activities on the glasses. 

3.2. Feasibility Analysis 

Market Feasibility: Research shows that integration of 

technological advancements is poised to drive market growth 

in the eyewear market as consumers look for glasses that are 

more than vision correction devices. “Blue light filtering, in 

particular, has gained immense traction due to increased 

screen time, addressing concerns about digital eye strain” 

(Business Research Insights, 2024) [8].  

Technical Feasibility: Several emerging technologies such 

as Liquid Crystal portend promise in adaptive lenses (Doron, 

Shalev, & Yadin, 2023) [9]. Inroads into transition lenses 

research shows potential in fine-tuning lenses’ behavior in 

diverse lighting conditions, and focused research on these 

findings can potentially generate useful products (Buch, 

Sonoda, & Cannon, 2022) [10]. Also, development in 

miniature sensors, microcontrollers, and microprocessors 

portend the viability of compact and comfortable glasses. 

Financial Feasibility: Pricing strategies that align with 

Warby Parker’s focus on affordability call for a fine balance 

between the price and profitability. An entry price range of 

$400 to $700 will be appropriate, and subject to elaborate 

marketing communication on the benefits of VISTA glasses – 

e.g. no need for numerous subsequent purchases. 

In sum, a rudimentary feasibility analysis shows that the 

product is feasible for exploration. Ultimate feasibility is 

subject to actualizing on the product’s prototype. 

3.3. VISTA Product Development Plan 

The proposed development plan for VISTA will utilize the 

test-and-learn approach. With the VISTA glasses being 

largely medical prescription devices, there is a need for 

numerous and rigorous tests that must pass the FDA approval 

before final launch. Thus, the product must be iteratively 

tested, both by consumers and eye care professionals to 

ensure that it is safe and appropriate for medical use. Overall, 

the product will go through three primary development stages, 

namely, prototyping, patenting and regulatory approval, and 

production scaling.  

In the prototyping stage, the product will be further divided 

into three iterative milestones: Light Guard, Focus Sense, and 

Integration phases. In each of these milestones, the company 

will partner with different technology and manufacturing 

firms to develop the lenses features, followed by a mini-test 

on a small pilot population of users with multiple corrective 

needs. Here, Warby Parker can prioritize its customers and 

offer them an opportunity to test the products in their different 

phases, which will guarantee quick response. The aim of these 

distinct phases is to ensure inexpensive but rapid prototyping 

that will yield testable models quickly for the alpha testers. A 

70% approval rate by alpha testers will invite a diverse pool 

of beta testers for reliable feedback. In addition, splitting the 

prototyping can allow for the two phases to happen 

concurrently. Notably, the first two phases will result in a 

complete aspect of the product. The final phase will focus on 

combining the two products realized before into a holistic and 

functional pair of VISTA glasses.    

The patenting and regulatory approval stage will enable the 

company secure the intellectual property rights to its 

technology alongside the FDA approval and certifications 

necessary for medical devices. Finally, production scaling 

will entail partnerships and collaborations with manufacturers 

who will be willing to specialize in the technology once the 

product is launched. This phase will also include a soft-launch 

to determine product adoption rate, establish demand, and 

plan for large scale production. 

3.4. VISTA Launch Plan 

The VISTA launch plan will focus on a primary audience 

comprising tech-savvy consumers with multiple corrective 

eye problems. It will also focus on professionals that require 

adaptive vision for different tasks in their work, as well as 

aging customer segments with presbyopia needs.  

Two launch phases are recommended: a soft launch 

spotting a limited edition flagship batch across major stores 

to build anticipation, and a full-scale launch across 

omnichannel distribution networks.  

Depending on the R&D budget, soft-launch can target a 

specific number of pairs at a discounted pricing rate to attract 

early adopters, generate buzz, and obtain feedback. Full scale 

launch can feature commensurate pricing but offered with 

financing plan to ease the upfront cost of the product and 

invite more adopters. 

Over time, collaborations with celebrities and professionals 

will be critical, especially other optometrists that can offer 

referrals. 

The launch phase should feature technical personnel to 

assist customers in adopting the new product and 

troubleshooting any errors. 

4. Expected Outcome  

If the introduction of VISTA glasses succeeds, Warby 

Parker can expect the following: 

Growth in Brand Image: Warby Parker’s brand image and 

reputation as a customer-centric and technology-oriented 

company will be enhanced. 

Growth in Market Share: The company will consolidate a 

significant number of customers who use multiple 

prescription lenses or who experience problems with their 

current eyewear solutions, thus increasing its market share 

both nationally and internationally with additional expansion 

plans. 

Differentiation: Warby Parker will differentiate itself from 

competitors that adopted its online sales and direct-to-

consumer business model, creating a competitive edge by 

standing out from traditional eyewear brands and the recent 

tech-oriented brands such as Ray-Ban Meta: Warby Parker 

will tend to fashion, technology, and medical functionalities 

of eyewear consumers. 

Increased Revenue: Different streams of income will 

emerge from the product – premium sales of VISTA glasses, 

sales of accessories such as charging cases, and replacement 

of components. All these amount to increased revenue. 



 

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Potential Scalability: Successful development and launch 

in the U.S. creates chances for scaling the product and 

expanding into new markets. 

5. Conclusion 

The development and launch of VISTA glasses present 

significant opportunities for Warby Parker to capitalize on 

emerging trends in the eyewear and technology sectors. By 

aligning the product with the company’s core mission of 

offering stylish, affordable eyewear and integrating advanced 

technologies, VISTA is expected to strengthen Warby 

Parker’s brand as a technology-driven disruptor. The 

product’s unique features—ranging from adaptive lenses to 

the VISTA Companion App—address critical consumer needs, 

such as multi-corrective eyewear and personalized 

experiences. With a well-structured development plan and 

market-focused launch strategy, VISTA has the potential to 

increase Warby Parker's market share, generate new revenue 

streams, and position the company for international growth. 

References 

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history: Warby Parker is founded. 
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[2] Warby Parker. (n.d.). History. 
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[3] Meta. (2023, September 27). Introducing the new Ray-Ban | 
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[4] Earnest Analytics. (2024, November 12). Eyewear market 
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https://www.earnestanalytics.com/insights/all-posts/eyewear-
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[5] Brocker, M. (2024). Industry report: Optometrists in the US. 
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[6] Warby Parker's SWOT analysis: Eyewear retailer's stock sees 
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[7] The Strategy Story. (2023, November 13). Warby Parker 
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[8] Business Research Insights. (2024, October 14). Eyewear 
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[9] Doron, R., Avraham, A. I., & Yadin, Y. (2023). Adaptive liquid 
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[10] Buch, J., Sonoda, L., & Cannon, J. (2022). Unexpected vision 
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[11] Warby Parker. (n.d.). History. 
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[12] The Wise Marketer. (2024, September 20). The optics behind 
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