TOMS: The One-For-One Movement

The basic selling strategy for TOMS is the one-for-one business model. This social entrepreneurship has paved the way for other brands, as well as internally, to expand and grow. However, there is some debate for if this model does more harm than good. Thoughts on whether or not this hurts their brand to follow.
Blake Mycoskie grew his business after a trip to Argentina and was inspired to help the children in need there. TOMS was born along with the for-profit business model of buying a product to give one to someone in need. Now personally speaking this was a strategy that originally helped pull me in. As an avid TOMS fan I am now 6 pairs deep and originally loved knowing the difference I was helping make. After reading an article about questioning TOMS and their movement I had these thoughts: (click here for the article)

Originally I think the one-for-one movement is what draws people on. Philanthropy is a human need and when we feel that we are helping others we are more inclined to do something. But, I think this strategy is successful in the fact that they are creating a brand loyalty. Copycat companies can try and do the same thing, but they are not TOMS. Isn't that the goal of any company? To create brand equity and gain lifetime customers? Wearing the TOMS brand is a statement saying, "By purchasing these shoes I helped do something great." Now yes, there is backlash on how TOMS has gone about their giving practices. But since they starting they have greatly improved and learned what they did wrong. They have grown into eye-wear which is helping create jobs in that industry.

I think TOMS is not only doing a great thing, but they have creating a marketing strategy where everyone wins. They are giving back, they are making a profit, and they have happy TOM-wearing consumers that can't just stop at one pair.