SALT LAKE CITY—Glasses.com recently launched a new brand identity that includes a new logo and website redesign. Based on the Glasses.com mission to "change the way the world sees glasses," according to Doug Harris, VP of production and operations, part of the rebranding goal is to reduce the eyeglasses re-purchase cycle by "changing the way of thinking about glasses from being a medical utility to more of a stylish fashion accessory."
The site's new look and redesign also communicates about a new virtual and At-Home try-on program, style trends and a blog as well as other communications about exploring and buying eyewear online.
One integral element of conveying this message is by appealing to viewers' own sense of self-expression with photography on the website from established and upcoming photographers selected from throughout the country. New photography appearing on the website "tells more of story and puts glasses into context," Amy Larson, VP of e-commerce and marketing, told CLICK. This approach is an intentional evolution from traditional eyewear photography that she described as "studio-perfect shots that are tight on the face. We want to show how the glasses fit the entire style of the person, so the photography is pulled back a lot more to show who the person is and what environment they are in. It is meant to tell a story."
The redesigned logo also centers on self-expression and is a departure from its former "techy" design, according to Larson. "The logo stands for something and how we want consumers to think about glasses, to be proud. Self-expression begins with your face. People make a statement with their glasses as we are making a statement with the logo."
While the Glasses.com website already includes award-winning virtual 3D try-on technology, it launched a new try-at-home program about a month ago that will receive more of a marketing push from the redesigned website. One complete pair of glasses, including prescription lenses (single vision or progressive), is sent to the consumer, who has 15 days to try them out. Their credit card is then charged if they keep them, or they can send them back for no charge, including free shipping both ways. While customers can "take advantage of this program as many times as they want," Larson said, only one pair is shipped at a time "to keep them focused," because, she explained, "sometimes people can't make a decision when they have too many options."
Brands and pricing will remain the same on the redesigned website. "We are not making any updates to the collections or price points with the rebranding. We'll continue our relationship with over 60 top brands such as Ray-Ban, Coach, Oakley, Kate Spade and Maui Jim and offer six private-label collections for our customers that would like the styles at a more affordable price point," a company spokesperson told CLICK.
Glasses.com was launched in 2011 as an online retailer of prescription and non-prescription glasses and sunglasses and, in January 2014, was acquired by Luxottica Group S.p.a.