TOMS vs New Balnace
STRATEGY BRIEF :TOMS
vs New Balance
Business Background
TOMS
TOMS is for-profit company based in Santa Monica, CA. The company was founded in 2006 by Blake Mycoskie an American entrepreneur and author from
Arlington, Texas. The company designs and sells shoes based on the Argentine alpargata design as well as eyewear[1].
History
Blake Mycoskie first visited the country of Argentina while competing in the second season of The Amazing Race 2002 with his sister and later returned for vacation in 2006 where he noticed that polo players wear alpargatas shoes and later inspired for the classic style of TOMS shoes. During volunteer work in the outskirts of Buenos Aires when he found many children were running on the streets barefooted, he decided to run the shoes business based on the form of Argentine alpargatas which the caveat that for every pair sold he would give a new pair of shoes to the shoeless youth with free of charge in developing countries. He has learnt many children have had experience of shoeless problem. They have a serious impact from foot infection and ability of going to school and so forth[2].
Shoes initially were maid in 250 pairs and started to sell in May 2006, the company received orders more than nine times of stock online and 10,000 pairs were sold in the first six months. The first batch of free shoes were distributed in October
2006 to Argentinian children, the number was equivalent to the amount sold. The name of TOMS derived from when Mycoskie was playing around with his the phrase “Shoes for a Better Tomorrow,” which eventually became “Tomorrow’s Shoes,” then TOMS[3].
Picture source: http://alisterpaine.com/2011/09/06/exclusive-interview-with-blake-mycoskie-ceo-of-toms-shoes/
PAGE 1 OF 16
STRATEGY BRIEF :TOMS
vs New Balance
New Balance
New Balance (NB) is an American footwear manufacturer based in Brighton near
Boston, MA. The business was founded in1906
vs New Balance
Business Background
TOMS
TOMS is for-profit company based in Santa Monica, CA. The company was founded in 2006 by Blake Mycoskie an American entrepreneur and author from
Arlington, Texas. The company designs and sells shoes based on the Argentine alpargata design as well as eyewear[1].
History
Blake Mycoskie first visited the country of Argentina while competing in the second season of The Amazing Race 2002 with his sister and later returned for vacation in 2006 where he noticed that polo players wear alpargatas shoes and later inspired for the classic style of TOMS shoes. During volunteer work in the outskirts of Buenos Aires when he found many children were running on the streets barefooted, he decided to run the shoes business based on the form of Argentine alpargatas which the caveat that for every pair sold he would give a new pair of shoes to the shoeless youth with free of charge in developing countries. He has learnt many children have had experience of shoeless problem. They have a serious impact from foot infection and ability of going to school and so forth[2].
Shoes initially were maid in 250 pairs and started to sell in May 2006, the company received orders more than nine times of stock online and 10,000 pairs were sold in the first six months. The first batch of free shoes were distributed in October
2006 to Argentinian children, the number was equivalent to the amount sold. The name of TOMS derived from when Mycoskie was playing around with his the phrase “Shoes for a Better Tomorrow,” which eventually became “Tomorrow’s Shoes,” then TOMS[3].
Picture source: http://alisterpaine.com/2011/09/06/exclusive-interview-with-blake-mycoskie-ceo-of-toms-shoes/
PAGE 1 OF 16
STRATEGY BRIEF :TOMS
vs New Balance
New Balance
New Balance (NB) is an American footwear manufacturer based in Brighton near
Boston, MA. The business was founded in1906
References: 1. Walkley, Alison (2009-11-20). "TOMS founder Mycoskie comes to SHU". Fairfield Citizen 2. Louis E. Boone and David L. Kurtz (2011). Contemporary Business. Wiley & Sons. pp. 137–138. Retrieved November 8, 2012. 3. Mycoskie, B. (2012). Start Something That Matters (2012 th ed., p. 6). New York, NY: Spiegel&Grau. 4. New Balance History. (n.d.). N.p.: The Shoe Game.com. Retrieved March 12, 2013, from http://www.calvin.edu/library/knightcite/index.php 5. Friends of TOMS. (2007). About. Retrieved March 12, 2013, from http:// www.causes.com/causes/1661-friends-of-toms/about 6. Philip Kotler, David Hessekiel, and Nancy Lee (2012). Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line pp. 137–138. Retrieved November 8, 2012. 8. Robin Crow (2010). Evolve or Die: Seven Steps to Rethink the Way You Do Business. John Wiley & Sons. pp. 161–163. Retrieved November 8, 2012. 9. MAINWARING, S. (2010). TOMS vs. BOBS: How Skechers Shot Themselves in the Foot and lifestyle, release, note by Larry Eder. N.p.: RunBlogRun. Retrieved March 12, 2013 11. Hemmerdinger, J. (2011). New Balance keeps up shoe tradition. Augusta, ME: Kennebec Journal 13. Herschel Supply Co. . HERSCHEL SUPPLY CO. | NEW BALANCE. N.p.: Herschel Supply in Projects, 2013 Group Limited, 2011. N. pag. Web. 12 Mar. 2013, http://fashion.telegraph.co.uk/ galleries/TMG8670811/1/Celebrities-who-love-Toms-shoes-in-pictures.html 15. TOMS. How we wear them. N.p.: n.p., n.d. N. pag. Web. 12 Mar. 2013, http:// www.toms.com/how-we-wear-them Web. 12 Mar. 2013, http://www.nolomagazine.com/trend-new-balance-410-sneakers/ 18 Web. 12 Mar. 2013, http://www.newbalance.com/Our-Latest-Collaboration%3A-TheUS574-and-You/article_collaboration_us574_and_you,default,pg.html 20 Mar. 2013, http://www.newbalance.com/The-Role-of-Athletes-at-New-Balance/ article_role_of_athletes,default,pg.html 21. Mycoskie, B. (2012). Start Something That Matters (2012 th ed., p. 165). New York, NY: Spiegel&Grau.