The U.S. eyewear market has grown significantly in recent years, particularly online sales.
According to a report from the Vision Council, in 2021, sales of eyeglass frames and lenses online had risen by 42.8% and 34.6%, respectively, generating $830 million in revenue for frames and $1.1 billion for lenses. This impressive spike represented nearly $2 billion in revenue for online eyewear sales, marking a shift towards digital purchasing in an industry traditionally dominated by brick-and-mortar locations. Overall, online eyewear sales accounted for 8.62% of the industry’s total revenue in the 12 months leading to September 2021.
Amid this booming market, certain companies are leading the charge, and one such brand is Eyebuydirect. Under the leadership of CEO Sunny Jiang, the company has achieved nearly 300% growth since its inception, maintaining a competitive edge despite increasing competition. But how exactly has Eyebuydirect managed to stand out in such a saturated market? Below, we take a closer look at the key strategies that have kept the brand ahead of its peers.
Focusing on affordability
One of the greatest challenges for online eyewear brands is distinguishing themselves in a crowded eyewear market. For Eyebuydirect, timing has worked in its favor. Launched in 2005, the company was one of the pioneers in the online-only eyewear market. The brand’s mission has been clear from the beginning: to provide stylish and affordable eyewear without compromising on quality. This core goal has remained unchanged throughout the years, allowing Eyebuydirect to build a solid customer base that values both fashion and function.
To this day, Eyebuydirect boasts thousands of fashionable non-prescription and prescription glasses as well as sunglasses at prices that can’t be beaten. The user-friendly website also simplifies the hunt for frames, as options can be filtered according to size, shape, color, material, and more. According to Jiang, Eyebuydirect’s ability to offer low-cost, high-quality products comes down to a finely tuned business model. Unlike traditional optical chains, the company oversees every step of the process, from design and manufacturing to logistics and returns. This approach effectively cuts out middlemen, enabling the company to pass savings on to consumers while still maintaining profitability.
Moreover, Eyebuydirect has implemented initiatives that give back to communities in need. Its Buy 1 Give 1 program, launched in 2018, allows customers to donate a pair of glasses to someone in need with every purchase—at no extra cost. This charitable initiative appeals to socially conscious shoppers and reinforces the brand’s commitment to making eyewear accessible to everyone.
Leveraging influencers’ star power
As we discussed in a previous post, social media has become a powerful tool for brands looking to increase visibility and customer engagement. Compared to traditional advertising channels, social media is more cost-effective, allows businesses to target specific demographics, and provides valuable analytics data. This makes it an ideal platform for supercharging marketing strategies and reaching a broader audience. Eyebuydirect has capitalized on these benefits, particularly through influencer marketing.
In 2022, the brand launched the Pride for All collection with pop star Kim Petras, featuring vibrant, colorful styles that encouraged individuality and diversity. The collection, which included rainbow ombre and pastel-colored frames, was a celebration of self-expression. A portion of the sales from this collection was donated to The Trevor Project, a nonprofit organization supporting the mental health of LGBTQ+ youth. This collaboration ultimately increased Eyebuydirect’s visibility while strengthening its connection with diverse audiences.
Expanding its offline reach
Despite the increasing dominance of online shopping, physical stores still play an important role in the retail landscape. In fact, a 2023 ICSC report found that 97% of Gen Z respondents still favor shopping in physical stores, with over 35% citing the ability to see, touch, and try products as a key motivator.
Recognizing this trend, Eyebuydirect is expanding its reach beyond the digital world by opening its first-ever physical location in April 2024. The brand’s new 140-square-foot kiosk at The Shops at Mission Viejo in California is a minimalist space showcasing 400 pairs of eyeglasses and sunglasses. While customers can browse the physical collection, they can also order frames through in-store iPads or via the brand’s website.
To further enhance the customer experience in the eyewear market, Eyebuydirect partnered with LensCrafters to conduct eye exams, frame adjustments, and pupillary distance measurements.
This strategic move into brick-and-mortar retail underscores Eyebuydirect’s understanding of modern consumer behavior, giving customers the flexibility to shop
