jason: and here's "businessweek's" austin carr on what it means for warby parker to become the warby of contacts. >> just a few years ago we were talking about the retail apocalypse and in many ways we're still talking about. this is the one store -- the company that sort of bucked that trend. they back in 2010, neil blumenthal and dave gilboa came up with this idea to disrupt luxottica this massive conglomerate in the eyewear space that was a monopoly, a lot of analysts think when it comes to distribution. carol: they own all of eyeglass manufacturers. >> ray-ban, sunglass hut, pearl vision, what have you and they marked up their frames massive rates. if you -- you buy ray-bans for a couple hundred dollars, they're pretty expensive. with warby parker one low price point of $95. it was just very straight for a direct to consumer marketing and sold online and then eventually moved on -- offline into physical retail. and they've really become known as a sort of bespoke brand that has this end to end customer experience that's very seamless and a lot of copycats in that trend. jason: an

that's what warby parker is hoping for.one of the pioneers of the direct to consumer craze. they're hoping for hundred $40 a year daily contacts will be as appealing to shoppers as the ceo hopes. >> were super excited to introduce the daily contact lens at a much better price point than you can find elsewhere in the market. it is really the first opportunity for contact lens wearers that have been wearing extended where, to or monthly lenses, the first opportunity to enter into an affordable daily contact lens. taylor: i want to bring in austen car who has written about this and this week's edition of bloomberg businessweek. it seems like a seamless vertical strategy from glasses to contact lenses. >> that's correct. there was a big question about what would warby parker do next? they pioneered the direct to consumer products. there have been a lot of knockoffs. there was a big question if they would spread into other product verticals or double down, which is what they have done. taylor: what is it about the company, is it

the ones i am wearing are warby parker. they same impact with customers and retail shops when it comes to contacts, which are an invisible commodity. it's really a piece of plastic that you put on your eye. thatarby parker convey same brand affinity for something that just disappears on your face? taylor: and so much of that ran revolves around the marketing campaign. what is the current marketing or advertising plan, and does that change with contacts? >> it definitely does. shop, it'snto their very bespoke and fun to try on. they have an online experience where you get five pairs at home to try for free and just pay for the ones you like and send the others back to warby parker. a doctor forto see prescription before you get contacts. it's more about custom fit. they've hard more optometrist on rooms,nd built out exam exam suites in their stores to simplify the experience, so people can get there prescription at the same time they meet with their eye doctor. they want to simplify the process to make it less dull than going

i think warby parker has a style, pretty cool, retro, like your warby parker's you are wearing now.s you the sense that they can thrive in contacts? austin: it is a marketing challenge but when you think big brandthat is the they have built around their business. it is the idea that, could you make glasses cool, could it be a part of your identity? with contacts, can they bring those intangible qualities to contacts. they say it is all about the shipping company medical makes the brand. ,aroline: your story says can they create a fashion brand for contacts. ? for me, it is a medical experience. i can see the price point argument, but how can they get any slicker? >> i assume you have had to go to an eye exam or optometry office. these are dull places. warby parker is tripling the number of optometrists on staff. they are bringing more exam rooms into their retail scores. sales -- of eyeglass can you simplify that process? apps to update your prescription online using just a macbook. romaine: if someone is poking around in my eye, i would rather than be a little bit dull and professi

vonnie:vonnie: we will continue , speaking withon warby parker's founder. one of them, at least. ming up. our thanks to bloomberg's matt townsend. again, we will speak with warby gilboa about dave their push into direct to consumer. this is bloomberg. ♪ ♪ guy: from london, i'm guy johnson. vonnie: from new york, i'm vonnie quinn. this is "bloomberg markets." the company often credited with creating the direct to consumer phenomenon, warby parker, now announcing it wants to go direct to cornea with scout, a line of daily contact lenses. joining us is the warby parker co-ceo and co-founder dave gilboa. how on earth do you make this happen when people need very special, personalized contact lenses? it sound like it would be a lot scout.than just about 40% of our glasses customers wear contacts on a regular basis. we spent the last 18 months really exploring every type of contact lens material, every type of design before we settled on the product we are introducing, which is scout by where we parker -- by warby parker, in a really innovative flat pack design that produces 80% less wa

go grayscale. >>> eyewear brand warby parker announced its adding a new prescription business calledg the frames line to include daily use contact lenses joining us to discuss the company's growth, competition and more, warby parker co-founder and co-ceo neal blumenthal thanks for being here. is this the kind -- you had a real opportunity with eyeglasses because exotica had a near monopoly on glasses. did you have the same scenario coming into contact lenses where you could be the upstart competitor >> the price umbrella is not as big as with glasses, right, because our glasses are $95, instead of 400 or a $500 our contacts now are $110 as opposed to $150. there's staill great value. we find three of the top four manufacturers are pharmaceutical companies, we don't feel that they're able to provide a wholistic customer experience like we're able to. >> this was about the contacts themselves, as opposed to price? i looked and you can go to costco and get a three month's supply of contact lenses for $64. >> yeah. so those, that $64 is actually for a 90 pack, whereas ours a 90 pack for

warby parker, expanding, what it's doing for the first time ever., this is what i want to be. ♪ suddenly i see. ♪ xpression. but shouldn't somebody be listening? so. let's talk. we're built for hearing what's important to you, one to one. edward jones. it's time for investing to feel individual. ( ♪ ) ( ♪ ) introducing the marilyn monroe collection of fine jewellery. exclusively at zales, the "diamonds are a girl's best friend" store. when it comes to using data, which is why xfinity mobile is a different kind of wireless network that lets you design your own data. choose unlimited, shared data, or mix lines of each and switch any line, anytime. giving you more choice and control compared to other top wireless carriers. and now get $250 off when you buy a new samsung phone during xfinity mobile beyond black friday. plus, you can save up to $400 a year. click, call or visit a store today. maria: welcome back. innovative eye glass brand maker warby peakeby parker revolutione contact lens market. joining us now is the ceo, neil blumenthal. you're makin

warby parker its vision for glasses will work for daily wear glasses. jason: visa c.e.o.lation, says consumers are still swiping and tapping despite talk of a recession. carol: and then there's this

stuart: warby parker are they online? >> there are stores as well. they started online.ss the street. it's a different type, if you can find it. it is a different kind of experience but they cut out the middleman. people really love this company, particularly young people. stuart: this is my opportunity to say, you realize at my age i do not wear contact lenses, do not wear glasses. >> i'm blind as a bat. look at you. stuart: lauren, thank you very much indeed. i want to talk cranberries. holidays coming, thanksgiving, christmas, here comes the cranberry business. look who we have with us. bobby runs ocean spray. >> thanks for having me. stuart: i have a bone to pick with you. >> please do. stuart: that cranberry is absolutely delicious but jam-packed filled with sugar and calories. >> i'm diversifying the portfolio. wellness is just beyond reduced sugar. we launched a health and wellness product. stuart: a toka? is that a drink. >> it's a drink. it has oat milk. adaptogen as product. stuart: it has cranberries in it? >> it has cranberries. it is native-american, one of

warby parker its vision for glasses will work for daily wear glasses. jason: visa c.e.o.relation, says consumers are still swiping and tapping despite talk of a recession. carol: and then there's this week's cover story. g

liz, talk about the broader approach, though, when you're looking at warby parker.ooking at these other direct to consumer brands deciding that now is the time to invest in brick and mortar >> yeah. i think you had it exactly right. the cost of acquiring customers online has increased real estate costs are down it's much easier to engage with customers in a physical retail presence you get much higher conversion and so there are a number of reasons that it makes sense to open retail. now, it needs to be controlled you shouldn't open thousands of stores but select stores in select markets i think makes all the sense in the world the glossier store in -- in new york is fantastic. i've been and they do well over thousands of dollars per square foot in productivity, which is -- which is fantastic best in class. >> liz, do you think the pop-up stores can become more widespread i mean, only there for a short period of time pick up a cheaper lease. does it get the same effect as having a permanent store >> yeah. i think it creates an event for the customer it's, you know,

is one of a number of digital first retailers benefitting from a physical showroom along with warby parkers. oliver chen said it makes sense as the cost of acquiring customers online increases the cost of retail space has declined let's get over to frank holland with the look at the battle of faster shipping. frank? >> reporter: thanks a lot, julia. best buy increased its logistic spending by 90% last year. it's maintained the level of spending as it continues to strengthen the supply chain and get it to 99% of the customers what we know overall is it the industry is increasing the spending amazon expected to see a $3 billion increase in costs from offering free next day shipping this year. walmart it acquired jet.com in 2016 for $3 billion to boost its logistics. it is expected to see its costs increase by $215 million this year by offering free next day shipping so we know that spending is it increasing overall, but best buy says its plan is also focused on long-term savings and sustainability behind me is a custom boxing machine. this machine has long-term cost cutting benefits >> you l