Gem Case Study
CASE STUDY: TOMS
TOMS shoes became all the rage just over a decade ago, and since then we as a society of well-dressed and cozy individuals have had a hard time letting them go. Better yet, the company doesn’t just make comfortable yet stylish shoes; it’s a social and economic advocate for disadvantaged communities.
How can your business model after TOMS, a.k.a. the ultimate nurturer? Let’s take a look.
- Most customers know that TOMS donates a pair of shoes to a person in a disadvantaged community with every pair of shoes sold. So far, TOMS has donated over 60 million pairs of shoes.
- TOMS has begun to produce its shoes in the communities to which they donate. This has helped to create jobs in struggling economies.
- Five years after TOMS was founded, the company started an eyewear line. This line has helped to restore sight to over 400,000 people in need through prescription glasses, medical treatment, and sight-saving surgery.
- With every TOMS bag purchased, the company has provided training for skilled birth attendants and distributed birth kits that help women safely deliver their babies.
- The company started One Day Without Shoes and World Sight Day, which raise awareness for global issues of poverty and avoidable vision impairment.
Other figures with the “nurturer” personality type are LUSH Cosmetics and WWF. What core similarities do you see between these names and TOMS?