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Try this on! IRL shopping and online retail work well together

How two culture-shifting fashion brands balance brick-and-mortar with online retail

We live in an age when an online presence is vital for brands to connect to consumers. And while online shopping is still very much en vogue, fashion brands are finding that the key to success is providing both online retail and in-person experiences. Whether it’s an extension of the brand story, an opportunity to inspire their audience, or all about accessibility, both Dr. Martens and Warby Parker have evolved their brands to reach their full potential. Let’s look at how a decades-old footwear brand and a digital-era eyewear start-up both leveraged brick-and-mortar retail to maximize their reach.

What’s up, Docs?

The original Dr. Martens boot was created in 1960 by an English boot company. Invented at the start of a decade marked by cultural revolution, Dr. Martens, often referred to as Docs, were popularized by The Who’s Pete Townshend. Over the years, the brand has become a symbol of rebellious self-expression, empowerment, and alternative appeal.

This spirit lives on at the over 150 brick-and-mortar stores Dr. Martens operates. The atmosphere of Dr. Martens storefronts feels a bit punk rock, a bit underground. When you enter the store, you feel immersed in the culture of the brand. Staff rock their Docs and are happy to help you find your perfect fit, both in look and in size. Docs are notorious for being hard to break in, so having a storefront where curious shoppers can try on different styles and sizes helps customers see themselves living the “Doc Martens lifestyle” and find the right fit.

And it seems inviting shoppers to check out and try on “Doc Martens culture” works. “We are building to be a digital-first business, but our results show that people want to get back out to stores and try on a pair of shoes,” Dr. Martens’ CEO Kenny Wilson said in a 2021 statement. “When we open a store in a new city, within the next six months online sales increase within that city.” Sometimes it pays off to be a rebel with a cause.

Industry eye-cons

Unlike Dr. Martens, Warby Parker was born on the internet with a distinct mission. When one of the brand’s cofounders lost his glasses before starting graduate school, he spent his first semester struggling to see because he couldn’t afford the staggering cost of new eyewear. Warby Parker was created with a solution in mind.

Founded in 2010, the brand completely reshaped the eyewear industry by offering fashion-conscious eyewear directly to consumers online at a surprisingly affordable price. But they didn’t stop there. In 2013, Warby Parker opened its first retail store in New York City with yet another mission in mind. By opening storefronts, the brand has now expanded their vision to offer contact lenses, a full line of sunglasses, and walk-in eye exams. They even offer a Buy a Pair, Give a Pair program, which provides free vision screenings, eye exams, and glasses to people in need. Yes, customers are drawn in not just to try on glasses, but also for health screenings and the greater good.

This commitment to accessibility both online and in-store has pushed Warby Parker to the forefront of the eyewear industry and made it possible for the brand to expand their brick-and-mortar footprint to include over 200 shops — with plans to add up to 700. You don’t need 20/20 vision to see that they’ve found just the right balance between online and IRL shopping.

Although Dr. Martens and Warby Parker evolved in very different ways, both brands have flourished in an era when you need both digital and physical spaces to prosper. Dr. Martens is proof that legacy brands can withstand the test of time and offer a fresh and unique experience both online and in-store that’s rooted in the spirit and culture the brand has created. Warby Parker proves that accessibility is everything and that going the extra mile to deliver it in person really pays off. Both brands have found a strategy where online and in-person retail are synergized and customers are left satisfied with the perfect pair of boots or glasses.