TOMS Shoes
TOMS Shoes is a unique organization that combines both a for-profit component and philanthropic component to its business model. This unique blend has given TOMS the chance to be able to reach out to children in impoverished countries and supply them with the shoes they desperately need. It enables the company to be self-reliant in donations rather than having to solicit them. Blake Mycoskie got the idea for his company when visiting Argentina’s impoverished villages. He witnessed firsthand the poverty of people and how much shoes could make a difference in their lives. He decided to adopt the alpargata, a slip on shoe that is an Argentinean custom. All it took was one article in the Los Angeles Times for business to explode. After the immense success from selling shoes, TOMS decided to start selling eye ware and donate eye ware to countries that do not have them. Just like every shoe bought helped a child in need, every piece of eye ware sold helped a child in need as well. They decided to start giving eye ware donations to Nepal. TOMS takes its social responsibilities seriously and does a great deal of planning before going into impoverished countries and giving out donations. Although the company does not have a budget for marketing, they make up for through customer satisfaction, One Day Without Shoes campaign, celebrity endorsements, and the brand ambassadors they hire through internship opportunities that help spread their message. Customers are still paying higher prices to buy TOMS shoes and eye ware because they know the proceeds are going to the people that need them. The One Day Without Shoes campaign is a campaign that helps participates understand what it is like to go a day without shoes and to understand the daily plight of impoverished people. This campaign helps spread awareness and is a great form of publicity. Several