As canvas shoes grow in popularity, they are becoming a common staple item in the closets of many. Tom’s Shoes is one of many companies that sell canvas shoes, but its rapid growth since the company’s inception in 2006 has drawn much media attention.

Unlike many other shoe companies, Tom’s unique ‘One for one’ value proposition targets the kind heart in all of us. The company proposes that with each pair of shoes sold, ‘Friends of Tom’s’ – a non profit affiliate of Tom’s, will donate one pair of shoes to a child in need. This point of difference separates Tom’s from its competitors such as Vans, Converse, and Keds, who all produce various forms of canvas shoes.

Toms’ point of difference is especially unique because the difference is not specifically within their product. Tom’s shoes are simple, with no laces nor equipped with the latest orthotic design. The difference comes from the humanitarian promise in their company – previously unseen in the clothing industry. This point of difference is the basis of their value proposition, and reaches to a broad customer base due to peoples’ want to participate in this ‘One for One’ project.
Tom’s has proved to be successful in the shoe industry, selling over 1 million pairs of shoes as of 2012. Only time will tell if people will continue to support the ‘One to One’ campaign, or if the fad will fade out!

Sources:
http://www.toms.ca
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