Browsing through the stores of Robson Street this holiday, I quickly discovered an interesting pattern. All the retailers carrying TOMS shoes were completely sold out! There were no sizes, limited selection of colour, limited styles and just a limited supply! Not only has TOMS created a huge buzz in the fashion world, it has done an amazing job at creating and introducing a new social trend of buying products with a portion of proceeds going towards a charitable cause.
A marketing strategy TOMS has implemented well, is associating itself with high quality merchandise by placing their products on the shelves of trusted stores such as Aritzia, Holt Renfrew, Off the Wall and Stone Ridge. By doing so, consumers have an initial trusting impression of the brand and after further learning about the movement behind the shoes become even more interested in TOMS shoes. In this way, Blake Mycoskie, creator of TOMS is able to do what he had originally set out to do, which is getting his message out and gaining the support of the world.
“With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for one.” (TOMS official website) Toms has been able to influence customers to buy into the idea of giving. Not only do consumers get an trendy and comfortable shoe out of the purchase, TOMS has created greater value behind their products. The sense of having done a good deed and something charitable is how customers feel walking out of the store carrying a new pair of TOMS shoes, unlike most shoe shopping experiences people may have nowadays after spending hundreds on brands like Lacoste, UGGs and Hunters. TOMS has differentiated itself from other shoe brands by tapping into a consumer psychological “want” that is rarely focused on, which has proven by TOMS to be extremely powerful. That is, the desire to make this world a better place and contribute in a little way to those less fortunate. TOMS has created this opportunity for consumers to give through their “One for One” program. Not only is this company a success story, TOMS has put giving back into the hearts of society.