TOMS Shoes by shuifanglj

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									TOMS SHOES
                                                         A BOUT
   American footwear company based out of Santa Monica, California

   Created by Blake Mycoskie in 2006 after traveling to Argentina and
    realizing that the children their have no shoes

   As of September 2010, TOMS has given over one million pair of
    new shoes to children in need
                                                      M ISSION
   One for One

   “With every pair you purchase , TOMS will give a new pair of shoes
    to a child in need”

   Creating sustainable business by turning customers into
    benefactors rather than depending on fundraising support

   Environmentally friendly designs: made of local and recyclable
    products
                         TARGET M ARKET

   Young Teens to Early Adults who want to make a
    statement
   Youth and Vegan shoes
   Young People are a huge driving force
       Help start TOMS movement

       One Day Without Shoes

       Campus clubs and internships

       Over 500,000 friends Facebook and Twitter
                   C OMPETITORS

   Sketchers
   Simple Shoes
   Sanuk
   Converse
   Vans
                               S TRENGTHS

   Strong brand image, easily recognizable
   Great use of social media: Inform customers and
    fans via facebook, twitter, website blogs and
    videos
   Shoes and limited merchandise for men, women,
    and children
   Expanding into different styles such as the botas,
    wedges, and boots
   Creating a new retail format
                            W EAKNESSES

   No TOMS retail stores and limited retail
    distribution

   No main stream advertising

   Criticism that TOMS hurts local business in other
    countries
    O PPORTUNITIES AND T HREATS


   Opportunities
       Expansion of brand image and retail outlets

       New shoe designs and styles

       TOMS joining up with Nordstrom

   Threats
       Imitators looking to compete with TOMS
        (Sketcher’s BOBS)
                                                    F UN FACTS

   The idea came from buy shoes today, give them away tomorrow
       TOMS is short for tomorrow.
   Non-Profit Organization
   Founder, Blake Myscoskie started 4 companies previously
   Has “A-List Appeal” with many celebrity endorsements
   The band Hansen hosts a shoeless mile walk for fans before every
    concert to promote TOMS Shoes cause
   Have had successful pop-up stores
   “For Tomorrow” is a short documentary that shows TOMS first shoe drop
    in Argentina to deliver 10,000 pairs
                                                           R ESOURCES
   Toms. (2010). Retrieved from http://www.toms.com/our-movement

   The Point Weekly. (2010). Retrieved from
    http://blogs.pointloma.edu/thepointweekly/2009/09/28/toms-shoes-not-the-right-fit/

   TOMS shoes vs Sketchers BOBS. (2010). Retrieved from
    http://www.digitalmomblog.com/2010/09/13/toms-shoes-copied-by-skechers/

   Sanuk. (2010). Retrieved from http://www.sanuk.com

   Simple shoes. (2010). Retrieved from http://www.simpleshoes.com

   The entrepreneurs. (2009, March 23). Retrieved from
    http://www.cnbc.com/id/29840096/TOMS_Shoes_%C2%A0_A_List_Appeal?

   Toms planbook. (2009, May 11). Retrieved from http://www.scribd.com/doc/15201237/-TOMS-
    Plansbook-

								
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