Fashion Philanthropy and Customer Collaboration for Millennial Consumers:
The Case of TOMS

Jewon Lyu; Heejin Lim

Consumer Behavior

Fashion Philanthropy and Customer Collaboration for Millennial Consumers: The Case of TOMS

Authors: Jewon Lyu (Tennessee Technological University) , Heejin Lim (University of Tennessee)

Abstract

TOMS Shoes (TOMS) was founded based on the company’s philanthropic mission that delivers a pair of shoes to a person in need with each purchase. The TOMS’s business model is distinct from previous models of corporate social responsibility in that TOMS takes philanthropy as the nucleus of their business, and involves its customers as core execution partners of philanthropic giving.

Keywords: case study, Cause-related marketing, Fashion philanthropy, phenomenology

How to Cite: Lyu, J. & Lim, H. (2014) “Fashion Philanthropy and Customer Collaboration for Millennial Consumers: The Case of TOMS”, International Textile and Apparel Association Annual Conference Proceedings. 71(1).