Where To Buy Toms Shoes Cheap
Author Daniel H. Pink described the company's business model as "expressly built for purpose maximization", whereby Toms is selling both shoes and its ideal. Toms' consumer market are purchasing shoes and also making a purchase that transforms them into benefactors for the company. Another phrase used to try to describe the business model has been "caring capitalism". Part of how Toms has developed this description is by incorporating the giving into its business model before it made a profit, making it as integral to the business model as its revenue generating aspects. Business tycoon and Virgin Group founder Richard Branson wrote of the company's business model in his book Screw Business as Usual, "They look for communities that will benefit most from Toms based on their economic, health and education needs while taking into account local business so as not to create a correlating negative effect." He also commented on Toms' expansion into eyewear in order to help the nearly 300 million people who are visually impaired in developing nations.
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The company's shoe distribution partners have focused on distributing shoes in areas where health and social benefits of the shoes would be the highest. For example, in Ethiopia the shoes are intended to help prevent a soil-borne disease that attacks the lymphatic system and which largely affected women and children. Toms sunglasses are sold with the One for One model, however it does not necessarily provide glasses only to those in developing countries. The One for One model includes putting money toward medical treatment, eye surgeries and prescription glasses. Toms works with the Seva Foundation among other partners to accomplish this. The first countries that Toms implemented its program were Nepal, Cambodia and Tibet. The original three designs, according to Leigh Grogan, were "The stripe on the temples represents the buyer; the stripe on the tips represents the person whose sight is being helped, and the middle stripe represents Toms, which brings the two together."
A story by LA Weekly priced the manufacturing cost of a pair of Toms Shoes at $3.50-$5.00 in U.S. dollars, and noted that the children's shoes given out by the company were among the cheapest to make, which is not necessarily apparent to consumers. According to garment-industry author Kelsey Timmerman, many people he spoke to in Ethiopia were critical of the company, saying that they felt it exploited the idea of Ethiopian poverty as a marketing tool. An Argentina-based shoemaker agreed, saying that the imagery used by the company was manipulative.
In 2009 Toms partnered with the Charlize Theron Africa Outreach Project to create limited edition shoes, and used profits to benefit education and medical support in remote areas of Africa suffering from AIDS outbreaks. Toms has also produced shoes with a handlebar mustache symbol in place of the traditional Toms symbol in support of the Movember Foundation. Toms is a supporter of the charity charity: water, with which it has partnered with for several years, including its WaterForward project, which aims to bring clean water to underdeveloped countries. An additional partner charity is FEED, a charity where a consumer will purchase a pair of shoes and the company will donate twelve meals to impoverished schools in addition to a pair of shoes for impoverished children.
Narrator: Entrepreneur, Blake Mycoskie, started the company in 2006 because he wanted to give back. Yeah, Blake, not Tom. There was never actually a Tom behind TOMS shoes. The company was originally named Shoes For Tomorrow then Tomorrow's Shoes and then shortened to TOMS. Mycoskie, who you might recognize from season two of The Amazing Race, was inspired to start the shoe company after a trip to Argentina. The story goes that Mycoskie wanted to help all the kids he saw without shoes. While he was there, a shoe design caught his eye. The Alpargata. Comfortable and affordable, the Alpargata is an everyday shoe for many Argentinians. A local shoe maker helped make an updated version for TOMS and came up with a buy one, give one model. Soon, the shoe was everywhere.
Narrator: People saw it's logo and immediately thought of it's shoes and its charity work for kids. Which could explain why people were willing to spend anywhere from $48 to $78 on a pair of TOMS canvas shoes. But it turns out, having a hero product can backfire.
Narrator: Not to mention, TOMS slip on shoe design was easy to copy. So, competitors did and they sold them for much cheaper. Skechers even named it's version BOBS and donated two pairs of shoes for every pair sold. All this made consumers question whether TOMS was even worth the price. So, just as quickly as it had become a staple, TOMS became a fad. Even though TOMS had expanded it's product line, people just couldn't see beyond its original canvas shoe. While TOMS shoe donation program had been innovative and interesting when it launched, it became almost mainstream, copied by so many other brands. People also started questioning whether TOMS shoe donations were actually helping anyone. Something that TOMS had contacted an outside research team about looking into back in 2010. The research team found that the program wasn't actually that significant. 041b061a72