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TOMS Deconstruction Project

Midterm Project on the deconstruction of the TOMS shoes by the 4 global lenses: 1. social justice 2. economic justice, 3. environmental justice, 4. peace studies Group Members: Masha Parfenov, Emily Benderoff, Julia Wright, Vanessa Allen

Masha Parfenov

on 18 November 2012

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Transcript of TOMS Deconstruction Project

Foundation Drive Social Justice Economic Justice Peace Studies Core One for One Campaign There is no Tom... Why Shoes? TOMS Deconstruction Vanessa Allen's Lens Emily Benderoff's Lens Julia Wright's Lens Julia Wright, Vanessa Allen, Emily Benderoff, Masha Parfenov Many children in developing countries grow up barefoot
At home, school, doing chores outside, they're always at risk for soil-transmitted diseases
Shoes are a requirement in the school uniform
Shoes help children obtain an education
No shoes = no school Masha Parfenov's Lens Environmental Justice Bibliography Tomsshoes, N/a. "TOMS - Gives New Shoes to Children Need. One for One." YouTube. YouTube, 02 July 2012. Web. 06 Nov. 2012. <http://www.youtube.com/watch?v=7MV3HWQHl1s>. TOMS Shoes, N/a. "Corporate Information - How TOMS Was Established - TOMS.com." TOMS.com. 2012. TOMS Shoes. 06 Nov. 2012 <http://www.toms.com/eyewear/corporate-info/>. Meet Blake Mycoskie the chief shoe giver, and founder of TOMS Reid, Tiana. "BLAKE MYCOSKIE." TrendHunter.com. 11 Aug. 2011. Trend Hunter Inc. 09 Nov. 2012 <http://www.trendhunter.com/trends/blake-mycoskie>. TOMS Shoes. "TOMS SHOES LOGO." Corporate Information. 2011. TOMS Shoes. 09 Nov. 2012 <http://www.toms.com/corporate-info/>. Traditional TOMS shoe: New! Vegan Shoe "Tread lightly in sustainable products" -TOMS website Innersole: pig suede Vegan TOMS contains no animal by-products
Innersole: canvas (+) Side: Loop holes in working conditions Based on labor laws of manufacturing countries B1G1 model (+) and (-)'s (-) Side: Buy 1 pair = Give 1 pair to a child in need You just helped a child in a third world country! Give yourself a pat on the back! And you've got some cute shoes (China, Argentina, Ethiopia) Hurting local economies Degrading people from third world countries by our misconceptions of their "lack of shoes" in their villages "Poor little Bumbyia needs shoes, Promoting bad morals to us I can make him smile when he gets
a pair of TOMS!" "Give a man a fish, he will eat for a day. Teach a man to fish he will eat for a whole lifetime." - famous saying that promote social
awareness = double win! "Definition of 21st century entrepreneurship" Should be investing in systematic change Blake Mycoskie has 45 employees on his team and they have earned $4.6 million since TOMS was 1st launched TOMS only boosts the U.S. economy Before TOMS was created, a shoe company in Argentina sold a very similar shoe that helped
their economy and the job market Local shoe markets still exist in areas that TOMS TOMS chose communities where they'll be B1G1 model is not sustainable They make sure that when they donate the shoes Others believe the opposite They're promoting an aid-based economy Acting as a "Band-Aid" Should really be coming up with long-term solutions may think are in poverty that they will not have a negative impact on local businesses most beneficial Instead of donating to these countries they should be producing and selling the shoes to their own people to provide more jobs and bring people out of poverty This would help these countries have more economic development TOMS continues to provide for the same children who previously received shoes from them and not just provide for the poor in order to help the economy. Pesticide-free fabric Recycled and sustainable materials Classic canvas Latex arch insert How do TOMS give matched pair with your purchase?
Buy One Give One = B1G1
B1G1 model: with every purchased pair of shoes, TOMS will give a new
pair of shoes to a child in need TOMS puts words into action TOMS helps create a connection between countries around the world "The One for One movement is about people making everyday choices that improve the lives of children." - TOMS website "Shoes are a status symbol [in Ethiopia]. Children dream of having their first pair." - Dr. Larry L. Thomas Davenport, Cheryl. "The Broken "Buy-One, Give-One" Model: 3 Ways To Save Toms Shoes." Co.Exist. N.p., n.d. Web. 11 Nov. 2012. <http://www.fastcoexist.com/1679628/the-broken-buy-one-give-one-model-three-ways-to-save-toms-shoes>. Obeler, Danny. "PolicyMic." PolicyMic. Dec. 2011. Keith Forsythe. 08 Nov. 2012 <http://www.policymic.com/articles/2993/toms-shoes-one-step-ahead>. Martin, Courtney. "Shoestrings Attached." The American Prospect 10 June 2012. Robert Kuttner, Paul Starr, Robert Reich. 09 Nov. 2012 <http://prospect.org/article/shoestrings-attached>. Murphy, Amanda. "One for one but not one for all?" The Hawk 21 Mar. 2012. 08 Nov. 2012 <http://hawkhillnews.com/campus/2012/03/21/one-for-one-but-not-one-for-all/>. "The Trouble With TOMS." Okayafrica. 10 Apr. 2012. 09 Nov. 2012 <http://www.okayafrica.com/stories/the-trouble-with-toms/>. "TOMS SHOES LOGO." How We Give. Toms Shoes. 09 Nov. 2012 <http://www.toms.com/how-we-give>. "TOMS SHOES LOGO." Ordering On TOMS Shoes Official Site Frequently Asked Questions. N.p., n.d. Web. 09 Nov. 2012. <http://www.toms.com/faq/>.
"TOMS SHOES LOGO." One For One Movement. N.p., n.d. Web. 09 Nov. 2012. <http://www.toms.com/our-movement/>.
"TOMS Campus Programs." TOMS Teaching Portal -. N.p., n.d. Web. 09 Nov. 2012. <http://www.tomscampusprograms.com/educators>.
Davenport, Cheryl. "The Broken "Buy-One, Give-One" Model: 3 Ways To Save Toms Shoes." Co.Exist. N.p., n.d. Web. 09 Nov. 2012. <http://www.fastcoexist.com/1679628/the-broken-buy-one-give-one-model-three-ways-to-save-toms-shoes>.
TOMS may have loop holes, but at least they're addressing a social cause Using the individual's purchasing power to benefit the greater good is what TOMS is all about Still... TOMS is one of the most socially aware retail companies Burlap Corduroy Denim 1 pair of shoes will not last forever
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