Toms Adds Glasses In A Smart, Social Brand Extension

Toms, famous for hip shoes, is now adding sunglasses to their product line. And just as purchasing a pair of Toms shoes means that the company will donate a pair to someone in the developing world, buying a pair of sunglasses will guarantee prescription glasses or medical care for those in developing countries.

It is a move that will test one of the most enduring and consumer-centric corporate social responsibility strategies to be developed in the last decade. The idea, said founder Blake Mycoskie, is for Toms to be “a one-for-one company,” which sounds a little like he doesn’t plan on stopping at shoes and sunglasses.

CSR is, of course, only half the reason that Toms has been able to give away over 1,000,000 pairs of shoes since its founding in 2006. Its target market is populated by the stylishly hip who go for the shoes designed in the Argentinean alpargata style, which is also chic, urbane and pared down. Who else,new air max tn after all, sells their shoes at Whole Foods? The Toms glasses line will feature tri-striped temples meant to symbolize the “one for one” mission and cover aviator, Wayfarer and oversized styles—already deemed fashionable. It looks like they did their homework.

Toms won’t be the first socially-minded for-profit company to make a brand extension like this. Newman’s Own, founded by Paul Newman in 1982,You can get your favorite coach bags from any Coogi Jeans which can provide you best service. donates their profits to educational and charitable organizations. They started with salad dressing then expanded to a whole range of other product categories. With a few exceptions, most of these have been successful: marinades, salsas, pizzas, wines, even pet foods. (Although the pet foods are now owned by Newman’s Own Organics, which became a separate company in 2001.)

The companies that succeed at brand extensions do so by keeping the essence of their brand in mind at all times when making the move. This sounds pretty simple when written, but can be a challenge during the exciting and sometimes tumultuous move into a new product line. Knowing that your fans buy your product is not nearly enough – knowing how they use that product and why they identify with it is imperative.

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