In fact, this brand has been an innovator in social responsibility. It has become a role model for other brands, who also want to generate positive dominican republic business email list change in society. However, Toms' goals and mission are accompanied by a well-structured marketing plan, which has allowed it to become a leading company in sustainable fashion.
In this article, we will explain Toms' marketing strategy and how it is carried out for its undeniable success. This way, you will be able to apply some of its actions to your fashion brand in Spain or any other country where you are located.
Who is Toms target audience?
Toms shoes are priced at a premium, higher than other canvas shoes. So while it's not the cheapest option, it provides a good value for money .
Although the brand is primarily found in the United States, it is also available in over 30 countries, making it easy for its demographic to purchase shoes. In this sense, Toms' target audience is made up of men, women, and children between the ages of 13 and 30. However, these are people who are generally middle class, and can afford to pay a considerable price for a comfortable and fashionable shoe. Likewise, people who think about quality and the charitable element are those who have a more favorable perception of the brand.
What is the importance of Toms marketing strategy?
Today, and based on serious research, more than 90% of people prefer fashion brands that have a social cause. Therefore, in order to remain competitive and relevant in the fashion skin care brand industry , the Toms shoe brand has focused on its social contribution through a well-structured marketing plan.
Let's look at the key points of Toms' marketing strategy :
“One by One” Initiative.
Blake Mycoskie, founder of the brand, was able to see barefoot children on a trip to Argentina. He then wanted to transform the purchase of shoes and the best way to do this is through a donation. For this reason, in addition to offering elegant shoes, he does not leave aside his commitment to social responsibility, by implementing an initiative known as “One for One”. This consists of donating a pair of shoes to a child in need for every pair purchased. As a result, it is a characteristic model with great acceptance among consumers, and as a marketing strategy it generates great success for the brand.
This direct link has generated a positive impact among consumers who seek fashion brands that align with their values. Likewise, this “One for One” initiative, in addition to positioning its brand image and boosting sales, fosters trust and advocacy among customers. Looking at it from a business perspective, other brands such as Warby Parker and Bombas have been encouraged and joined in the social good.
Social impact narrative.
When a story has power, it has a great effect on the relationship between consumers and a brand. Toms has fully understood this strategy. Therefore, within its marketing plan it implements a narrative of social impact that, in turn, connects with its identity. In this way, it encourages social change through “One for One” and encouraging customers to be part of other initiatives that add value to themselves.
Now, both Toms' storytelling and cause marketing are evident in a number of ways:
Celebrity collaborations: They champion charitable causes organically, and spread a message that raises awareness among their audience through their social media channels. This way, they capture the interest of a wider audience.
Engaging customer interactions: Your reps can explain the brand's story and what each purchase symbolizes.
“TOMS Rebel Optimist”: This is how TOMS’ audience is nicknamed. They are the living reflection of the commitment to positive change, transforming their lifestyles for the better.
Direct participation: The company's website offers a platform that encourages direct participation. Users can connect with communities and send messages of support, turning them into brand ambassadors and spokespersons for the Toms story.
Collaborations and limited editions.
Toms' collaborations and limited editions are a marketing tactic where both the brand and the collaborators must align with their values and creative vision. They also allow for new revenue streams and reduce distribution costs.
