Proiect #$12-$ Chapter $12-$ Develop a Distribution System

You are leading a group at Warby Parker tasked with reviewing their distribution system and determining if they should continue their current path or adjust it$.$

Warby Parker is an example of a new business model where companies begin as strictly online retailers, then begin expanding to bricks$-$and$-$mortar locations because of consumer preference for omni$-$channel distribution. In some cases, however, such expansion doesn't prove to be the best option.

Do some research on the company and where they are currently. As a result of your analysis, present to the Board of Directors the pros and cons of each of these strategies:

Maintain their current strategy $-$ This would involve continuing to build or lease bricksand$-$mortar locations. Which factors would you consider in deciding how you'd expand? Based on these factors, pick your top $3$ cities for expansion, and defend your selections.

Halt bricks$-$and$-$mortar locations expansion $-$ This would involve going back to the basics of selling only via the internet.

Hybrid strategy $-$ Do a combination of online, their own retail stores, pop$-$up stores, and offering through third party retailers $($Amazon$,$ leading department stores, etc.$).$

Of these three, which would you recommend to the Board and why?