Warby Parker Goes to The Netherlands
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The document introduces a creative team called the "Raconteam" comprised of individuals with titles like Creative Director, Account Director, and Brand Strategist. Each member contributes their skills to develop quality work. It then discusses plans to introduce the eyewear brand Warby Parker to the Netherlands market, including information about the target audience, competitors, and proposed marketing strategies like pop-up retail stores, social media campaigns, and emphasizing an affordable yet stylish and socially conscious message.
![AmA [CrEaTiVe DiReCtOr]
Word-juggling philosophy-inspired music lover.
I am a Raconteur.
ChRiS [AcCoUnT DiReCtOr]
Agency/client middleman and beer geek.
I am a Raconteur.
IvY [PuBlIc ReLaTiOnS]
People-oriented perfectionist and Shopaholic.
I am a Raconteur.
XiAo [BrAnD StRaTeGiSt]
Daydreaming trend-watching plan maker.
I am a Raconteur.
MoE [MeDiA DiReCtOr]
Constantly 鍖nding the best place
for the best work using my left hand
I am a Raconteur.
YoNa [aRt DiReCtOr]
Design-thinking math geek.
I am a Raconteur.
MEET THE RACONTEAM
We are a collective of skilled storytellers
While we all have our titles, each of our team members contributes
in the creative process to develop the best possible work.](https://image.slidesharecdn.com/fibyleiqszspyekhpvsg-signature-95757f4c86b0901d891382ff7f27063de2dcb99384c034e713a70560f74f29d6-poli-140803204017-phpapp01/85/Warby-Parker-Goes-to-The-Netherlands-2-320.jpg)
Warby Parker Goes to The Netherlands
- 2. AmA [CrEaTiVe DiReCtOr] Word-juggling philosophy-inspired music lover. I am a Raconteur. ChRiS [AcCoUnT DiReCtOr] Agency/client middleman and beer geek. I am a Raconteur. IvY [PuBlIc ReLaTiOnS] People-oriented perfectionist and Shopaholic. I am a Raconteur. XiAo [BrAnD StRaTeGiSt] Daydreaming trend-watching plan maker. I am a Raconteur. MoE [MeDiA DiReCtOr] Constantly 鍖nding the best place for the best work using my left hand I am a Raconteur. YoNa [aRt DiReCtOr] Design-thinking math geek. I am a Raconteur. MEET THE RACONTEAM We are a collective of skilled storytellers While we all have our titles, each of our team members contributes in the creative process to develop the best possible work.
- 3. One day, Warby had an idea... He asked his friends for some advice There was a man named Warby Be A Once upon a time
- 6. ThE nEtHeRlAnDs Be A Price-sensitive Quality caring Similar to American culture Birthplace of the hipsters The Dutch
- 7. EyEwEaR mArKeT oVeRvIeW Be A 15% 49% 15% 21% 0-14 15-24 55-64 65+ Aging population Extensive usage of electronic devices Eyewear as fashion accessory Growing Market
- 8. CoMpEtItOrS Be A Global players (e.g. Luxottica) Local opticians chain stores (e.g. Hans Anders) Vintage brands (e.g. Ray-Ban) Mature Market
- 9. TaRgEt AuDiEnCe Be A Ages 18-35 Love to express their individuality Fashionable Tweet and talk about causes that they believe in Are trendy and modern but appreciate antiques Thrifty Males & Females
- 10. bUyEr pErSoNaS Be A 32 year-old 鍖nancial analyst Very thrifty with his money Strives to help others Values products that cater to his own, unique and sometimes quirky style BaReNd BaKkEr KaReL ViSsEr 23 year-old student Has a high sense of fashion She hopes to improve upon existing education systems She looks for fashionable brands that are also socially responsible
- 11. POSITIONING GOES TOAffordable | Quality | Fashion | Trendy | Socially Conscious 1-year no scratch warranty 95 euros
- 12. Be A
- 13. ACTION PLAN GOES TOMode of Entry Retail & Online Stores
- 15. PoP-uP ReTaIl StOrE Be A Store for Brands in Kalverstraat Short-term Creating buzz and excitement
- 16. CREATIVE GOES TOMessage Socially Conscious | Affordable | Stylish | Empowering Image Clean | Simple | Vintage | Stylish Tone Fun | Young | Quirky
- 17. Be A Comparison of two similar individuals who both need galsses; one can afford it, the other cannnot. Focus to be on blury vision. #eYe4eYe
- 18. AdyaI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I received glasses AmyI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I bought glasses
- 19. Be A PuBlIc rElAtIoNs Store opening Buy a Pair, Give a Pair brand story Mix & Match styling Message Fashion editorials Fashion blogs Target
- 20. Be A SoCiAl mEdIa Facebook Twitter Pinterest Instagram YouTube HYVES Warby Parker Consumers
- 22. Be A OuT-oF-hOmE Photo booths Bike-Stores BTL Strategies
- 23. OuT-oF-hOmE#NoMoreBlur #NoMoreBlur Hakim I grew up playing soccer every saturday I took lots pictures I love reading Harry Potter I love my guitar I needed glasses I bought glasses Barend I grew up playing soccer every saturday I took lots pictures I love reading Harry Potter I love my guitar I needed glasses I bought glasses #NoMoreBlur #NoMoreBlur AdyaI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I received glasses AmyI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I bought glasses YOU FOUND US C O M E O N I N
- 24. Be A DiGiTaL MaRkEtInG In blogs and high-traffic websites Retarget visitors to our website Interactive banners Online Banners SEO Glasses Eyewear Spectacles Sunglasses Affordable glasses Frames Vintage Prescription
- 25. Be A MeDiA PlAn
- 26. AnD tHe sToRy cOnTiNuEs---
- 27. www.raconteurcom.com | info@raconteurcom.com | @raconteurcom 617.818.5660 | 120 Boylston Street. Boston, MA 02116 ThAnK YoU