Are you a compassionate consumer? How do these efforts play with you?Posted by joe
More retailers are getting on the sustainability and social responsibility bandwagon. TOMS is a pioneer; it gives away a pair of shoes to a needy person for each one it sells. Now Skechers is doing the same thing; its BOBS line of shoes gives away two pairs of shoes for each one sold here (how obvious can a knock-off strategy be?). This article in Bloomberg Businessweek, “Skechers Chases Toms Seeking to Woo Do-Good Millennials” (August 2, 2012) describes a few different retailers and producers engaging in compassionate consumerism. The appeal seems to resonate well with millennials. And a larger company like Skechers can get even more shoes for the needy?
Is Skechers BOBS strategy a good business strategy? How does it feel to you as a consumer? Is BOBS as authentic as TOMS? Does that matter to you? Why or why not?
This entry was posted on Saturday, August 4th, 2012 at 3:41 pm and is filed under Ethics, Social responsibility. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.