Cause Marketing Trend: TOMS Shoes
description
Transcript of Cause Marketing Trend: TOMS Shoes
Cause Marketing Trend:TOMS Shoes
Jenna Radmer, Kat Thornsen, & Molly Mckinlay
How Did It Begin?
• Companies such as American Express and Marriott teamed with philanthropic causes.– Marriott and the March of Dimes (1976)– American Express and the Statue of Liberty
Restoration Project (1983)• Focus shifted from companies teaming up
with causes to companies creating their own philanthropic efforts. The most well-known of these companies is TOMS Shoes.
Sustainable Shoes That Give Back
TOMS started its One For One Campaign in 2006- for every pair of shoes purchased, a pair is donated to a child in need. Additionally, all styles of these shoes are environmentally friendly and made of organic materials. To date: over 10 million pairs of shoes have been donated through this campaign.
Why Should We Adopt?
• Environmentally conscious• Appeals to the social consciousness of
consumers• Profits those less fortunate
Subsequent Fashion Trends(Trickled up from community)
• Other cause marketing product lines/knock-offs:– TOMS glasses
– BOBS shoes (by Sketchers)
– Other sustainable products:Organic and vegan-friendly product lines
Sources:
• http://www.toms.com/our-movement/l#how-toms-give-shoes
• http://calgaryphilanthropy.blogspot.com/2013/06/toms-cause-related-marketing-that-works.html