Toms is a social enterprise which was created by Blake Mycoskie in 2006.  The key focus of his business model has been to help those in need through the One for One program.  This means that for every one pair of shoes his business sells, they donate a pair to a child in a less-fortunate country. 

Then, in 2010, the massive shoe company Sketchers introduced Bobs.  Bobs look incredibly similar to Toms, and just like Toms, for every one pair of Bobs purchased, Sketchers will give a pair of shoes to those in need.  Although Bobs support ethical business practices in that they are helping people who need shoes, the question becomes whether it was ethical pf Sketchers to essentially copy Toms in terms of both their business strategy  and the style of shoes.

In my opinion, donating shoes and helping people is good, no matter the background of the business. However, it was not ethical of Sketchers to design Bobs to look the same as Toms.  Had Sketcher’s truly had the benefit of people (as opposed to their own profits and brand image) as the key goal, they would have taken the One for One approach but sold different looking shoes, so as to avoid competing with Toms.  This would have ensured that the maximum number of shoes would be given to the people who need them most.

Sources

http://claireabellemakes.com/wp-content/uploads/2013/08/toms-one-for-one-campaign.jpg

http://wefirstbranding.com/advertising/toms-vs-bobs-how-skeechers-shot-themselves-in-the-foot/

http://www.bobsfromskechers.com/story

http://lostgirlsonly.com/wordpress/wp-content/uploads/2012/10/5200588548_38e4b2b1d8-400×248.jpg