I TOMS you TOMS we all scream for TOMS! Or is that ice cream?
It’s pretty apparent that TOMS brand shoes are popular (just count the number of them you see in one day!). Heck, even I have several pairs! But, as some may argue, they’ve got a peculiar style. Would we still buy them if it wasn’t for the “one for one” policy?
In an essay I wrote last semester, I analyzed the social trend of giving back. TOMS is probably one of the biggest examples, but also think about other examples such as t-shirts for a cause (like the tsunami relief effort in 2011). TOMS is a pretty big company; their one-millionth shoe was distributed in 2010 (although they keep their profit information private). As a University of New Mexico professor states in this article, “Although consumers tend to like purchasing from a philanthropic organization, they appear to be more financially supportive when they get something in return” (10).
On the other hand, a lot of relief aid has been given because of this philanthropic social trend, and it does a lot of good. TOMS saves children around the world from soil-transmitted disease, and allows them to go to school since shoes are often required (see page 2 of above article). I believe that our generation is more aware and mindful about social issues because of it.
I am really curious to hear everybody’s thoughts on this topic!
But also ask yourself: why is it that apparel is so popular?
Think about it.