SEE Eyewear was founded by Richard Golden, who attended Michigan State University and gained sales experience through door-to-door selling. His father, Donald Golden, owned a successful optical store, and Richard eventually joined the family business.
Established in 1997, SEE Eyewear was created with the goal of offering distinctive eyewear without expensive licensing agreements. The brand emphasizes an eclectic selection of frames featuring original designs that stand out from conventional eyewear offerings.
Needs
- Variety and Personal Style: Consumers need a wide variety of eyewear options that complement their individual styles, preferences, and personalities.
- Accessible Pricing: Consumers seek affordable price points that distinguish SEE Eyewear from traditional luxury eyewear brands while maintaining distinctive designs.
- Value and Accessibility: The combination of accessible pricing and distinctive eyewear designs allows consumers to express their personal style without the higher financial commitment associated with luxury eyewear.
Wants
- Style and Functionality: Consumers want stylish eyewear that meets their everyday needs while balancing fashion and functionality.
- Personal Expression and Brand Transparency: Consumers want glasses that match their personalities and preferences, along with a brand that is transparent about its business practices and ambitious in its efforts to elevate the eyewear experience.
- A Fun Shopping Experience: Consumers want to enjoy the playful process of finding the perfect pair of glasses, with a variety of visually appealing designs that make the experience exciting and personal.
Buying Behavior
- Customers compare eyewear designs, prices, and overall value before making a purchase.
- Customers return to purchase additional frames to experiment with different styles and complement various outfits.
- Habitual Buying Behavior: SEE Eyewear can encourage habitual purchasing through promotional offers, such as bundles featuring two pairs of glasses or discounts on a second pair. These incentives make it easier for customers to purchase multiple styles while maintaining affordability.
Goal
- The goal is to strengthen customer relationships through engaging conversations about eyewear design, personal style, and individual preferences.
- Use the variety of frame shapes and sizes to the brand’s advantage by creating a distinctive retail experience that allows customers to explore different designs and build a customizable eyewear wardrobe.
Pain Points
- Present Strategy: The current focus is on developing a wide variety of eyewear designs for both present and future consumers. Organizing frames by different styles makes it easier for customers to browse the collection, compare options, and find the perfect pair.
- Future Opportunities: The future goal is to expand the brand’s retail presence while creating more memorable and unconventional brand experiences. This could include creative partnerships, public activations, and unexpected moments, such as the campaign featuring a couple walking up the Empire State Building, to strengthen brand recognition and consumer engagement. Also there being a variety of models showing the looks of the glasses .
Value
SEE Eyewear is centered on creating a versatile optical experience that allows customers to explore different eyewear options, from sunglasses and reading glasses to blue-light-blocking lenses. These offerings emphasize the brand’s commitment to variety, functionality, and personal style.
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