Strategic Consumer Insights In Fashion
Tom’s VS Bob’s
The object of this paper is to recognize the consumer behavior and the social marketing strategies on the Tom’s brand. Then I am going to compare it to the sketchers Bob’s brand, and explain the strengths and weaknesses of their company compared to Tom’s.
Tom’s VS Bob’s
Tom’s is a company based in California that operated a non-profit branch informally known as Friends of Toms. The company was founded in 2006 by Blake Mycoskie, an entrepreneur from Arlington, Texas. Tom’s classic shoe is inspired by a traditional Argentine alpargata shoe which sits atop a rubber sole. (Cook 2009) They are made in a variety of styles, colors, designs, and fabrics. As far as demographics, Tom’s products are targeted for men, women, and children ages 13-30. As far as psychographics, or aspects of style and personality, Tom’s is targeted at the media-savvy, those interested in art in music, those who care about social causes, and the middle class. Social marketing can be described as “techniques that marketers normally employ to encourage positive behavior and discourage negative activities.” (Solomon 2012) Tom’s has created fashionable shoes for and with a great purpose. With their social marketing strategy, for every pair of Tom’s that’s sold, Tom’s will give a pair to youth in need in varying countries. (Spaulding et al. 2011) This is known as the “one foe one” concept business model. Mycoskie had learned that the lack of shoes was a problem that had a serious impact upon these youth, threatening the ability of the children to go to school, prevent infection, and so forth. (Boone 2011) The business has grown beyond producing shoes and has included eyewear and apparel in Toms product lines. The company uses word-of-mouth advocacy for much of its sales, centering its business focus on corporate...
References: Alicja Spaulding, Stephanie Fernandez, and Jennifer Sawayda (2011). "TOMS: One for One Movement". Daniels Fund Ethics Initiative at the University of New Mexico.
Cook, Shannon (March 26, 2009). "These shoes help others get a step up". CNN.com (CNN).
Jay Kandampully (2012). Service Management. Springer.
Louis E. Boone and David L. Kurtz (2011). Contemporary Business. Wiley & Sons. pp. 137–138.
Solomon, Michael (2012). Consumer Behavior. Prentice Hall. p. 27
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