TOMS: ONE FOR ONE GIVING MODEL
1. Discuss the Growth of TOMS Shoes: its operating model uniqueness, product and
brand awareness.
The operating model of TOMS consists in a ‘One for One’, meaning that for every pair of
shoes sold a pair was given to a needy child through shoe drops in developing countries; by
2011, a million pairs of shoes were given away. It also expanded to include other
accessories such as eyewear which adopted the same operating model. The style of the
shoes were alpargatas (later expanding the product line to wedges, wrap boots, hiking boots
in different colors and designs) and they were inspired by local farmers of Argentina, they
were created in different colorful fabrics and prints in order to satisfy a larger range of
customers. Within a year, the company had sold 10.000 pairs of shoes in 40 different stores,
giving the same amount of shoes to needy children. In a year, the company had expanded
tremendously being recognized and highly demanded in different countries, thanks to the
versatility, good quality and social responsibility. All thus was possible due to the first class
design team, customer service team, a marketing department, etc. Also, through the hosting
