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TOMS Shoes . Jenny Baker, Adrienne Yu, and Kaia Partin. About . American footwear company based out of Santa Monica, California Created by Blake Mycoskie in 2006 after traveling to Argentina and realizing that the children their have no shoes

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toms shoes

TOMS Shoes

Jenny Baker, Adrienne Yu, and Kaia Partin

about
About
  • American footwear company based out of Santa Monica, California
  • Created by Blake Mycoskie in 2006 after traveling to Argentina and realizing that the children their have no shoes
  • As of September 2010, TOMS has given over one million pair of new shoes to children in need
mission
Mission
  • One for One
  • “With every pair you purchase , TOMS will give a new pair of shoes to a child in need”
  • Creating sustainable business by turning customers into benefactors rather than depending on fundraising support
  • Environmentally friendly designs: made of local and recyclable products
target market
Target Market
  • Young Teens to Early Adults who want to make a statement
  • Youth and Vegan shoes
  • Young People are a huge driving force
    • Help start TOMS movement
    • One Day Without Shoes
    • Campus clubs and internships
    • Over 500,000 friends Facebook and Twitter
competitors
Competitors
  • Sketchers
  • Simple Shoes
  • Sanuk
  • Converse
  • Vans
strengths
Strengths
  • Strong brand image, easily recognizable
  • Great use of social media: Inform customers and fans via facebook, twitter, website blogs and videos
  • Shoes and limited merchandise for men, women, and children
  • Expanding into different styles such as the botas, wedges, and boots
  • Creating a new retail format
weaknesses
Weaknesses
  • No TOMS retail stores and limited retail distribution
  • No main stream advertising
  • Criticism that TOMS hurts local business in other countries
opportunities and threats
Opportunities and Threats
  • Opportunities
    • Expansion of brand image and retail outlets
    • New shoe designs and styles
    • TOMS joining up with Nordstrom
  • Threats
    • Imitators looking to compete with TOMS (Sketcher’s BOBS)
fun facts
Fun Facts
  • The idea came from buy shoes today, give them away tomorrow
    • TOMS is short for tomorrow.
  • Non-Profit Organization
  • Founder, Blake Myscoskie started 4 companies previously
  • Has “A-List Appeal” with many celebrity endorsements
  • The band Hansen hosts a shoeless mile walk for fans before every concert to promote TOMS Shoes cause
  • Have had successful pop-up stores
  • “For Tomorrow” is a short documentary that shows TOMS first shoe drop in Argentina to deliver 10,000 pairs
resources
Resources
  • Toms. (2010). Retrieved from http://www.toms.com/our-movement
  • The Point Weekly. (2010). Retrieved from http://blogs.pointloma.edu/thepointweekly/2009/09/28/toms-shoes-not-the-right-fit/
  • TOMS shoes vs Sketchers BOBS. (2010). Retrieved from http://www.digitalmomblog.com/2010/09/13/toms-shoes-copied-by-skechers/
  • Sanuk. (2010). Retrieved from http://www.sanuk.com
  • Simple shoes. (2010). Retrieved from http://www.simpleshoes.com
  • The entrepreneurs. (2009, March 23). Retrieved from http://www.cnbc.com/id/29840096/TOMS_Shoes_%C2%A0_A_List_Appeal?
  • Toms planbook. (2009, May 11). Retrieved from http://www.scribd.com/doc/15201237/-TOMS-Plansbook-