Molly Soat is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at msoat@ama.org.
Philanthropically minded, hipster-oriented Warby Parker, the three-year-old glasses maker based in New York, is looking to extend its brand awareness via a partnership with Google’s Project Glass.Fast-growing Warby Parker has made a name for itself by offering simple frames that carry a $95 price tag and offer the feel-good bonus having one pair of frames donated for every pair sold.Now Warby is leveraging its appeal among the hipster set to partner with Mountain View, Calif.-based Google Inc. to make the technology company’s not-yet-released Google Glass fashionableenough for people to actually want to wear them, as reported in The New York Times.