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Why the concept of One for One makes sense

4 October 2012 15:02, by huajingcheng

In my personal view, the One-for-One concept by TOMS really makes sense. It is a tricky move to advertise especially for FMCG products. Based on solid evidence by The Wall Street Journal, when having to make the choice between two similar products, up to 80% consumers will choose the product with a charity tag. Furthermore, about 19% consumers say they will choose the ethical company even the products are more expensive. In fact, TOMS’s shoes are much more expensive, nearly double price to those of other brand. Perhaps if TOMS really sell shoes in general prices, consumers are afraid of (...)

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Location: Santa Monica (United States of America, California)

Sector: shoes

Official website: http://www.toms.com

Key figures:

As of April 2010 TOMS has given over 1.000.000 pairs of new shoes to children in need. Furthermore TOMS are sold in more than 30 countries and has over 45 employees. Moreover TOMS now gives pairs of shoes in over 20 countries.

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