TOMS BRAND BIBLE
One for One.速
“GIVING FEELS GOOD, AND IT IS GOOD IN AND OF ITSELF.” – Blake Mycoskie, TOMS founder
BLAKE MYCOSKIE Founder and Chief Shoe Giver
Blake Mycoskie the person behind the idea of One for One, which has turned into a global movement. TOMS has given over 10 million pairs of new shoes to children in need since it began in 2006. The company also recently expanded its unique business model to include TOMS Eyewear, helping to save and restore sight for those in need. TOMS beginnings happened unintentionally. While traveling in Argentina in 2006, Blake witnessed the hardships faced by children growing up without shoes. His solution to the problem was simple, yet revolutionary: to create a for-profit business that was sustainable and not reliant on donations. His vision soon turned into the simple business idea that provided the powerful foundation for TOMS. Over the course of its first five years, TOMS was successful enough in providing shoes for children in need. But Blake, having recognized other vital needs during his travels around the world, realized that One for One could be applied to more than shoes. He developed the idea for TOMS Eyewear in which for every pair of eyewear purchased, TOMS would help give sight to a person in need. One for One. From shoes to eyewear and now a book, his unique approach to business has awarded him with numerous accolades. At the Clinton Global Initiative University plenary session, former President Clinton introduced Blake to the audience as “one of the most interesting entrepreneurs (I’ve) ever met.” People Magazine featured Blake in its “Heroes Among Us” section, and TOMS Shoes was featured in the Bill Gates Time Magazine
article “How to Fix Capitalism.” In 2011, Blake was named on Fortune Magazine’s “40 Under 40” list, recognizing him as one of the top young businessmen in the world. Blake Mycoskie is an avid reader and traveler. He is passionate about inspiring young people to help make tomorrow better, encouraging them to include giving in everything they do. His hope is to see a future full of social-minded businesses and consumers.
“Giving feels good, and it is good in and of itself. But what I have learned is that giving not only feels good, it can also be good for your business. It can be a strategy for your business and your personal brand.” – Blake Mycoskie
ABOUT THE BRAND Company History Overview
TOMS was founded in 2006 by Blake Mycoskie, who was inspired during a trip to Argentina to start a different kind of business. There, he met two women volunteers working on a “shoe drive”, picking up used shoes from wealthy families in Buenos Aires to distribute in rural villages where many families could not afford shoes for their children, which made them ineligible to go to school. After he observed extreme poverty, adverse health conditions and children being denied an education just because they didn’t have shoes, he asked the volunteers if he could participate in the shoe drive. “I remembered thinking how incredibly different an experience it was from anything I had done before. These kids were acting like it was Christmas day. It was one of the most exciting things in the world for them and their families to get these shoes,” he said. “Then I thought, ‘What is going to happen when those kids are going to wear out those shoes? Who is going to give them their next pair of shoes?’ An idea came to him: the traditional Argentine alpargata shoe could be a simple yet revolutionary solution. Blake made a commitment to give a pair of new shoes to a child in need, for every pair sold. One for One.®
BRAND PROMISE One for One® Philosophy
TOMS works with the promise is to deliver a pair of free, new shoes to a child in need for every sale of its retail product. Giving is the fundamental to everything TOMS does. The company makes shoes and eyewear, but really it is in business to help change lives. Together with the customers, it is transforming everyday purchases into a force for a good around the world. One for One.® The promise is simple, but the potential to help others is huge. Since its founding in 2006, TOMS has given more than 10 million pairs of shoes to children living in poverty in over 60 countries. To offer the same promise, TOMS Eyewear was launched in 2012 and has helped give sight to over 150,000 people around the world. The company uses word-of-mouth advocacy for much of its sales, centering its business focus on corporate social responsibility. Part of this model originally involved a non-profit arm called “Friends of Toms” that recruited volunteers to help in the shoe distributions in foreign countries. TOMS trademarked the phrase “One for One” to describe its own business model. What started as a small organization has now become a well-known example of a company that is based on business principles but also gives back.
BUSINESS MODELS MARKETING TOMSâ€™ marketing has involved fashion shows, high profile events, university campus marketing, social media, and temporary pop-up stores. The products have been created to fit with different environmental ideals as well, including the creation of shoes that adhere to vegan product restrictions in their product lines. The popular ideals of the company have led it to becoming involved in cross-company advertising campaigns, including a commercial with AT&T that filmed one of TOMSâ€™ shoe drops in Uruguay. SHOE DROPS The canvas shoes have been given to children in more than 60 countries worldwide, including the Argentina, Ethiopia, Rwanda, Swaziland, Guatemala, Haiti, South Africa and United States. TOMS is sold at more than 500 stores nationwide and internationally, including Neiman Marcus, Nordstrom, and Whole Foods Market, which include shoes made from recycled materials. Volunteers on shoe distribution trips can hand-deliver shoes to children. In 2006, TOMS distributed more than 10,000 pairs of shoes in Argentina. In 2007, it distributed
50,000 pairs of shoes to children in South Africa. As of 2009, the company had distributed 140,000 pairs of shoes to children in Argentina, Ethiopia, South Africa as well as children in the United States. As of 2012, TOMS has given away over one million pairs of shoes in 40 countries. TOMS used â€œshoe dropsâ€? to give in the early days. Now, how it gives has changed as the comapny grows bigger. Now TOMS gives year round, with over 75 Shoe Giving Partners. As of now 2014, more than 10 million pairs of shoes were given to children in over 60 countries. SIGHT-SAVING SURGERY TOMS Eyewear is continually growing, working with 15 Giving Partners and locally based, eye-care organizations to help restore sight in 13 countries, including Camobida, Bangladesh, Nepal, Pakistan, India, and United States. As of 2014, it has helped give sight to over 150,000 people around the world.
On their own, shoes have a limited ability to change a life. But when combined with programs run by Shoe Giving Partners, they become a powerful tool in helping create opportunities for a better future.
#1 : HEALTH Shoes help protect children’s feet from cuts, infections and diseases. When children are healthy, they can attend school, fight minor illnesses and grow up to reach their potential. #2 : EDUCATION Shoes can help kids enroll and stay in school because they are often required for school attendance in many countries. And every year of school can increase a child’s future earnings by 10%. Education is the key to mobility and vital to breaking the poverty cycle. #3 : A BETTER TOMORROW Some of the Giving Partners consistently say how new shoes instill a higher sense of self-esteem in children. They organize youth leadership programs in which students help educate the community on health and hygiene while providing shoes to younger children. Confident kids are more likely to stay in school and contribute to their communities.
“We have an impressive leadership program for its older graduates that invites them to help distribute TOMS Shoes to the younger children at the landfill and in the countryside. It is an absolute joy for them to work and give back in their community.” – Cambodian Children’s Fund, Giving Partner
HOW TOMS GIVES #1 : ESTABLISH PARTNERSHIPS TOMS works with more than 75 Shoe Giving Partners that have ongoing programs to help children, families and communities around the world. They are humanitarian organizations that have deep experience and a long presence in the countries and communities they serve. #2 : MAKE A MATCH Once shoes are bought, TOMS works in collaboration with its Giving Partners to distribute the same number of pairs as the customers buy. #3 : CUSTOMIZE THE ORDER The Giving Department works with its Giving Partners to place orders for the right sizes, quantities and types of shoes. They provide logistical support and first-rate customer service. # 4 : DELIVER AND DISTRIBUTE TOMS sends new pairs to Giving Partners, who place the shoes directly on childrenâ€™s feet as part of their broader programs such as microfinance programs, youth leadership activities, health checkups, distribution of medicine and vaccines, school support and vocational training.
Giving Pairs are new shoes, made for school and play. TOMS provides a range of sizes and styles, to fit kids from toddlers to teens. Working with our Giving Partners, children are surveyed throughout the year on the fit, comfort and durability of the TOMS they received.
#5 : PICK UP THE TAB Giving shouldnâ€™t come with hidden costs, so TOMS helps cover expenses to transport and distribute the shoes, including freight, vehicle rental and even delivery by donkey. #6 : REVIEW AND IMPROVE TOMS is always learning. It assess the impact of its giving through partner feedback, site visits and commissioned field studies. Then it adapts to make it even more effective. #7 : REPEAT TOMS is committed to providing shoes to children as they grow, working with its Giving Partners to provide new shoes as needed, sometimes as often as every six months.
WHERE SHOES GO
Where TOMS gives is driven by the needs the Giving Partners identify on the ground. They work to add new communities and countries where shoes will have the greatest impact.
TOMS is committed to investing in sustainable eye care for the long term. It supports locally based organizations that train local residents to provide professional care with the help of its Sight Giving Partners.
#1 : BIG NUMBERS 285 million individuals are blind or visually impaired. However, a good news is that 80% of those cases can be corrected or prevented with available eye care. #2 : SIMPLE SOLUTIONS Cataracts are the leading cause of blindness worldwide but can be cured with a 15-minute surgery. Prescription eyewear can correct visual impairment, and medical treatment can treat eye injuries and infections. #2 : LASTING RESULTS As sight is restored to individuals, they can return to school or work. Adults can contribute financially to the household and no longer require extra care. Additionally, patients would become advocates, helping neighbours find eye care.
“Now I can see through the window and the cloud has gone away. I can go to the rice fields like before, and I am especially happy I can see the faces of my family members again.” – Sanh Sorng, 71 Cataract Patient, Cambodia
WHAT TOMS GIVES A customer’s TOMS Eyewear purchase not only helps restore sight through prescription glasses, medical treatment and sight-saving surgeries, but it also invests in the hospitals, clinics, and people who work in them. At TOMS, everyone is committed to investing in sustainable eye care for the long term. With the help of Seva Foundation, the lead Sight Giving Partner, they support locally based organizations that train residents to provide access to quality, professional eye care. TOMS Sight Giving provides extra value to its partners because it allows them to extend their services to remote locations that do not have easy access to eye care. The organizations set up mobile “eye camps,” traveling to some of the most remote regions of the world. Many patients can be treated on site, and those who can’t are transported to a hospital or clinic for proper eye care. The gift of sight makes a future bright.
One pair of TOMS glasses
Sight for one person
HOW TOMS GIVES #1 : MAKE A MATCH When a customer buys a pair of TOMS Eyewear, the company provides Giving Partners with funding to restore or save the sight of one individual.. #2 : DIAGNOSE THE PERSON Not every eye issue is the same, so individuals are evaluated at local eye clinics and hospitals or through outreach programs with professional staff. #3 : TREAT THE ISSUE An eye-care professional then provides the proper treatment, which may include: prescription glasses; medical treatment for injuries or infections; or sight-saving surgery for cataracts and other conditions such as trachoma, pterygium and glaucoma. # 4 : PAIR UP FOR GOOD TOMS supports eye-care organizations pursuing a self-sustaining business model. It collects feedback on its giving and continue to improve the support to help them achieve their long-term goals.
As more everyday choices have the power to impact the lives of those around the world, the TOMS movement will continue to grow and evolve.
“GIVING IS WHAT FUELS US. GIVING IS OUR FUTURE.” – Blake Mycoskie, TOMS founder
With every product you purchase, TOMS will help a person in need. One for One.速 TOMS Brand Bible. 2014.