Abstract

The case “You Mawo: Using 3D Printing Technology to Introduce a New Eyewear Concept” discusses German eyewear brand You Mawo’s efforts to utilize 3D printing technology to create sustainable and customized eyewear. The case starts out by exploring the background and vision of the founders of You Mawo. It discusses the reasons that pushed them to adopt 3D printing technology to produce their premium eyewear. In particular, the case lays out the advantages that 3D printed eyewear has over traditional eyewear. It highlights the findings of a life cycle analysis (LCA) which revealed that You Mawo’s 3D printed eyewear had a significantly lower carbon footprint and generated less waste than traditional eyewear. The case documents the positive market reception received by You Mawo and discusses the company’s future expansion plans. Can 3D printed eyewear become a mainstream product one day? Considering the premium tag on You Mawo’s eyewear, can the company become a dominant player one day in the €140 billion global eyewear market?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Examine the role of technology in driving innovation and disrupting traditional industries.
• Understand 3D printing technology and its future implications for consumer product manufacturing.
• Recognize the benefits provided by 3D printed products.
• Explore the concept of customization and its ability to enable market differentiation.
• Analyze the future prospects of 3D printed consumer products.

Keywords

Manufacturing Process Selection; Innovation and Technology; New Product Development; Product Design; Operations Strategy; Premium Products; Differentiation Strategy; Sustainability and Environmental Impact; Customization and Personalization; Competitive Advantage; Collaboration and Teamwork; 3D Printing Technology; Entrepreneurship; and Additive Manufacturing