Reference no: EM133189474

Case study : IOLLA Sees Eyewear Differently

IOLLA

Founders: Stefan Hunter and Brian McGuire

Founded: 2015, in Glasgow, United Kingdom

Success IOLLA's showroom has gained positive reviews from customers and bloggers in its quest to change the eyewear industry.

When Brion McGuire and Stefan Hunter began IOLLA, their objective was to bring fashionable, high-quality, affordable eyeglasses to Scotland. Knowing that nearly on infinite variety of glasses could be purchased online, the two men implemented a unique marketing strategy to gain the attention of potential customers. First, in an effort to resonate with consumers, they named their variety of glass frames after influential individu¬als in Scottish culture. Second, they designed an unusual, yet inviting showroom-one equipped with a coffee bar-to enable potential customers to by on glasses before purchasing.

All of IOLLA's glasses are designed in house by Stefan Hunter, a strategy the company claims cuts down an costs. The company sources materials from around Europe and assembles the glasses in Scotland, reducing shipping costs. Although IOLLA is a young company, its popularity is increasing thanks to exposure on social media-IOLLA recently invited bloggers to a launch party to celebrate the opening of its new showroom. Looking toward the future, its founders intend to take IOLLA global.

Discussion Questions

1. Describe how the entrepreneurs used customer-driven marketing to develop IOLLA.

2. How does IOLLA target a market niche?

3. How have the erdrepreneurs used social media for promo¬tional purposes?