As a customer of Toms myself, initially, I had no idea about the “one for one” concept. Over the course of time, I understood what the concept was. The Business models of Toms and soleRebel are interesting in their own ways.
Toms’ business model that comprises of the “One for One” theory works very well in the aspect of creating awareness and establishes a very enhanced market image of the brand in the market, as illustrated in the article “The One-for-one Business Model: Avoiding Unintended Consequences“. It makes Toms look better off when compared to other competing brands in the footwear market such Vans and so on.
On the other hand, we have soleRebels. The company that started off to provide better job opportunities within a small Ethiopian community. Their business plan is very different compared to that of Toms. SoleRebels mainly focus on enhancing the job opportunities within the community, and in addition, creating growth and development to compete on a global scale. They believe in creating more trade and not aid or charity.
On a personal note, I support the soleRebels business plan. I strongly believe that start ups and providing job opportunities within a developing country. For such countries to be able to grow and improve their economy in comparison to the other economies is vital and I feel that such companies are doing exactly that to improve their county.
