Should Warby Parker charge more for frames purchased in stores than for frames purchased online, to offset the higher cost of rent and store employees? Why or why not?

Warby Parker Puts Affordable Eyewear in Focus Bringing down the high price of fashion eyeglasses was the goal that four friends set out to achieve when they founded Warby Parker in 2010. The business idea grew out of co- founder Dave Gilboa's personal experience. When he was a graduate student, he lost his glasses while hiking and was so outraged by the high price of replacing them that he squinted for months rather than buy new glasses. Eye- glasses are made from wire, plastic, screws, and glass, yet the retail price is often many times the actual cost of the materials, yielding a hefty profit margin. Adding a designer logo to a pair of frames pushes the final price even higher Talking with friends, Gilbou learned he wasn't the only person unhappy about having to spend a lot for eyeglasses So Gilben teamed up with Neil Blumenthal, Andy Hunt, and Jerr Raider to create a business plan for a new kind of eyewear company, selling quality eyeglasses directly to customers with a price tag below $100 per pair Direct marketing keeps Warby Parker's distribution costs low and avoids the kind of intermediary markups that typically increase the final price. In-house designers de velop all frame styles, which means no licensing fees for the right to use famous fashion logos Customers benefit because Warby Parker passes the savings along in the form of affordable price tags for quality eyewear. The company also has a social conscience: li donates a pair of glasses to someone in need for every pair it sells. Customers in Warby Parker's target market recognize the value of paying less for glasses by changing their buying behavior. The customer can select up to five eyeglass frames from online inventory and have these choices delivered for a five-day free at home trial before purchasing a pair Warby Parker pays the postage both ways, so the customer risks nothing. Frame prices begin at $95 per pair, although optional extras such as progressive lenses will increase the final price. After deciding on a frame, the customer submits a prescription, clicks to finalize the order, and receives new glasses by mail within one to two weeks Originally. Warby Parker marketed its eyeglasses only online. Initial sales were so brisk that the startup surpassed its first-year sales objectives by the end of the first three weeks. Six months after its online debut, Warby Parker had already sold 85,000 pairs and donated an equal number to people in need. But not everything is online, Customers have always been able to visit the company's New York City headquarters, see frames in person, and try them on before ordering. This proved so popular that Warby Parker decided to expand its in-person retail operations. Today, Warby Parker is opening new stores year after year, targeting cities where the company's database shows high concentrations of customers, I already oper ates 47 stores in 22 states, with some stores equipped for optical examinations. Some stores include photo kiosks so customers can snap fun photos of themselves wearing different frames and post to social media for advice from friends. The photos don't just help customers make buy ing decisions they keep the Warby Parker brand in the public eye and help the firm stay in touch with custom- ers who opt to receive communications. What's next for Warby Parker as it shakes up the eyewear industry with direct marketing, retail stores, low prices, fun styles, and social responsibility