"With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One."
Currently, TOMS sells shoes (and now, sunglasses!) on their website, and in independent stores. A flagship store would give them a stronger presence, and would help to expand their devoted fan base. I learned about the brand and culture through website analysis and interviews with TOMS lovers and skeptics:
TOMS is all about the community that supports it.
Customers can make an account on the TOMS website and upload images of themselves wearing their TOMS or showing TOMS pride. The website also promotes social events like One Day Without Shoes and Style Your Sole parties.
It's about making a direct connection between customers and shoe drop recipients.
The idea of "One for One" is that one person who buys a pair of shoes makes a difference for a person who needs a pair of shoes. The website keeps customers up to date on upcoming shoe drops, and often features videos of
Skeptics doubt durability, for themselves and for shoe drop recipients.
Almost everyone I interviewed knew what TOMS were, but those who didn't own a pair believed that the shoes would not last. Skeptical customers looking for a socially conscious option feel that TOMS simplicity fails to protect shoeless kids' feet from the elements
The classic TOMS style doesn't fit with everyone's personalities
When people think of TOMS, they think of the classic one-color espadrille. They don't know about all of the different designs, and they often don't think it fits with their personal styles.