Throwback to TOMS

While on Instagram, an unexpected account popped up on my Explore page. It really surprised me, as it was a Toms shoe Instagram account that I came across. I honestly didn't think that these shoes still existed. But, apparently it is now trendy again. The company has evolved in its line of shoes, as seen by the photos on their account. In addition, I recently found a Toms' bag and sticker. Toms are just ordinary pairs of shoes, but with the help of the media, they appear to be much more than just your average shoe. I now wonder why I wanted this shoe so badly when I was young. Is it more comfortable than other shoes? More importantly, what makes Toms so special? 

        Toms advertisements purposely ignore these questions. Toms relies on an emotional appeal rather than how good or attractive the product is itself. They are relying on the fact that the company helps out children in need to persuade people to feel sorry for the poor children who do not have shoes. The company has evolved within the years, as their Instagram shares that they are partnering with other organizations to help fulfill certain needs of those in needs, as well as to promote their product. These include supporting vision services, safer water, or women's rights. Toms creates a guilty and pity appeal that attracts consumers to buy Toms so that they will feel as if they are making a huge change to those who are less fortunate or at a disadvantage. Despite their thoughtfulness and generosity, they are ignoring the idea of enhancing what makes Toms truly special that consumers should feel obligated to buy it. The shoes' feel, density, look, and durability are excluded from the advertisement because of Toms reliance on the emotional appeal of their product. The emphasis on the brand name and catchphrase rather than the product itself is an example of a love mark. The shoes possess a deeper meaning, as we can clearly see from this simple lines, "One for One" and "Stand for Tomorrow." They are not only a new pair of shoes for ourselves, but they are also a new pair of shoes for those in need or helping serve a greater cause. On the sticker, it lists a variety of ways that one can get involved. One is placing the sticker in a spot that is visible for all to see. Another is to host a shoe party, similar to the idea shown in Merchants of Cool. Lastly, one can go barefoot for a day to put themselves in another perspective. This creates an emotional connection between people and the brand name of Toms.  People get a sense of satisfaction when they buy a new pair of Toms because they believe that they are making a difference in someone else's life. They no longer are interested in buying the shoe itself. The only thing going on in their mind is that they will be making a difference. 

    Toms establishes the value assumption that helping those who are at a disadvantage is how the world ought to be. It is instilled in one's brain that by buying a pair of Toms, one will be the hero in making the world a better place and that not only will they benefit from this, but so will others. Toms reminds me of Bud Light in the sense that both are trying to convince people that they are the "IT" brand through appealing and satisfying their needs or desires. Both try to go above and beyond the standards in getting themselves out there. Truth is, there is nothing special about an actual pair of Tom shoes. The shoe itself is no better than any other regular shoe. They aren't any more comfortable than regular shoes nor cheaper. The only difference between Toms and other shoe companies is the emotional connection of satisfaction between the brand and people. It persuades consumers into believing that Toms is the preferable shoe because it is more useful and effective. This belief about the shoe continues to stand strong in today's world.   

Check out Toms' Instagram! 
 Link: https://www.instagram.com/toms/