Argentina Case

Toms Shoes

Argentina was one of the destinations in Amazing Race Season 2, 2002 where contestants, Blake Mycoskie and his designer sister, visited. During the race they can see the poor socio economic background that the locals were facing , when the show ended, they were ranked third with a $25,000 price thus they vowed to return to Argentina one day, because they didn't really see anything, Mycoskie says (Bates, 2010). Thereafter those words came true; a month in Argentina where remotely far from the central which near Mexican boarder. This made Blake realised that many of children are walking barefoot even to get water in daily life. Some stayed home inasmuch as barefoot are not allowed to attend schools (Bates, 2010) as well as the blister, and other foot diseases. Firstly, These reasons are the sparkle of Toms shoes today.

As known that Blake is an entrepreneur since he was still under the university's roof (15, 16), with business background, the idea ignited "Why not create a for-profit business to help provide shoes for these children?". For the reason that he had witness the lack of shoes in Argentina which had a thought that they shouldn't be waiting for occasional shoe donations . Firstly, it started with very simple scheme: "Sell a pair of shoes today, give a pair of shoes tomorrow" .

This statement had been made by Blake himself, "And for every pair I sell, I'm going to give a pair of new shoes to a child in need." , thereupon "Shoes for a Better Tomorrow" is his ideal brand name. However, the name is too long for a shoe tag, thus the phase is being shuffled around to create "Tomorrow's Shoes" and lastly "TOMS" is being use as the name used till today.

Local shoes of Argentina, which called alpargatas (a kind of espadrille with over 100 years of wearing, inspired Toms Shoes whereas they are minimal and yet comfortable farming shoes.

Blake stated, "Cool shoes... a style not seen in the States... redesign them. Bring them north, and for every pair you sell, give a pair away to one of those shoeless children".

The new adaptation of alparagatas will needs to fit to American market which Blake thinks that it has to be comfortable and durable with style and fun within itself for new generation buyers . The starting point was to search for a local shoemaker to produce a sample for TOMS, with help from a local friend, he managed to find a local shoemaker named Jose as so many refused, who believed in the conspiracy, to help on making new alparagatas. The collaboration went successfully, with 250 samples made which stuffed in the three duffel bags to pursue his innovative shoe company back in the US.

To go forward with the idea, without knowing much about fashion, retail and shoes, consulting friends and family can be