American Shoe Brand TOMS: Let The Gift Have A Deeper Brand Connotation.

Shoes play an indispensable role in our costumes. When it comes to exquisite shoes, we will think more of the long pointed high-heeled shoes worn by celebrities.

However, in recent years, casual shoes, which are close to life, have attracted more attention.

These casual shoe brands have their own way of operation, allowing them to have their foothold in the world of shoes.

"Do not let customers feel that they are paying extra expenses for charity, but feel that they get absolute value through a purchase.

When you integrate into business mode - not marketing, but deeply rooted in business -- your customers will be more loyal.

In recent years, a cheap lazy shoe has not only made its mark on the shoe world, but also done more.

Revolutionary combination of fashion and charity

TOMS, the most famous shoe brand in America, is mountain climbing.

The "buy one get one" is an extraordinary slogan. It has not only changed the foot fashion completely, but also made a revolutionary change in the appearance of charitable giving with a relaxed measure.

The idea of Blake Mycoskie, the founder of TOMS, is simple: to donate a pair of shoes to third world children every time they sell a pair of shoes.

Not long ago, Black McKoski made a brief visit to London, aiming to put a new series of sunglasses on the market and add the same premise: every pair of glasses sold will provide eye correction for the same old and poor areas.

Black McKoski said, "when I was traveling in Argentina, I met some children who didn't wear shoes.

And they need shoes to wear to school.

But I didn't want to start charity at that time, because I thought charities were entirely dependent on donations.

If the donation is not available, the children will not always have shoes to wear.

Because they need another pair, not always wearing only one pair, right? "

Black McKoski is self styled as "chief gift shoe officer" and "serial entrepreneur".

He is from Santa Monica, California, and has the reputation of being American and shining with teeth.

Founder

(meaning "good tomorrow's shoes") before he was 18 years old, he started his laundry business. After a few years, he started an advertising company and then a Corporation for Television Broadcasts.

"I never had a job," he laughs. "But the customer is the boss, so my boss is a lot."

Part of the success of the TOMS brand is partly due to the sharing of stories from customers.

Black McKoski never spent a penny in advertising because he didn't need it at all.

This means that he can sell his shoes at a price of 35 pounds.

Of course, this will not only keep the cost of the shoes on the feet, but also keep the complimentary ones.

"I will never let my customers feel that they are paying extra for charity," he said. "I want them to feel that they get absolute value through a purchase.

My philosophy is that when you integrate into the business mode - not marketing, but deeply rooted in business - your customers will be more loyal.

They want to share stories, and your employees have something to believe in. "

He continued: "this is a philosophy shown by Black McKoski in his new book," creating something meaningful, "which he hopes other brands will consider.

Because it is effective: since the company was founded, he has supervised over 2 million pairs of shoes in 23 countries.

Those shoes have brought real changes to children's lives.

"For a Zambia child, shoes simply mean everything."

Fwasa Singogo explains.

He is a child health consultant for World Vision, an international charitable organization that promotes humanity and philanthropy.

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He continued, "I can become a doctor today because the shoes my father bought for me inspired me.

Shoes have been and are still a luxury in this country. "

Although they give their children the "canvas shoes" style (a traditional Argentina shoe, which is a solid rubber sole plus bow shaped support), the range of shoes currently sold to customers includes ballet shoes, rubber canvas shoes and even every imaginable colored slope shoe.

Black McKoski even hired the designer of Paul Smith, and had conceived new products.

Although TOMS is not a fashion brand, Anna Wintourt's fashion magazine has promoted it for the first time, and its shoes are highly regarded by Sienna Miller and Brand Pitt (Brad Pitt).

"People have never heard of anything as basic as giving a pair of shoes," Black McKoski continued. "I think it's what we call it.

Let them take us as their own: "Wow, fashion is learning Lei Feng, so we really need to help."

Eager to make durable products.

Black McKoski has also collaborated with a series of TOMS Super Deluxe cashmere or wool products created by the The Row, founded by Olsen sisters.

This project was proposed by Olsen sisters to Black McKoski.

Although Black McKoski admits that high-end fashion is not his characteristic, he has been eager to work with Olsen sisters in the next project.

He continued: "I am particularly interested in styles.

No matter what is popular today or what is popular tomorrow, it depends a little on what is popular nowadays.

But that's why shoes are so classic in design.

I love creating something. People want to wear it not only today, but also want to wear it in 10 or 100 years.

The variety of glasses is exactly the same.

For example, Aviators, each pair is decorated in three colors: the glasses legs are represented by one, representing the customers; the end of the mirror arm is used to represent the person who can be treated by the customers who buy glasses; and the thin connection between the middle points indicates that TOMS is the middleman.

"When I started TOMS, people thought I was crazy," Black McKoski wrote in the book. "(but) it is the gift that gives our shoes a deeper meaning than the product.

They are part of the story, part of the mission, and part of the activity that anyone can participate in.