BRAND EXTENSION

Expanding the One-for-One model

Iconic shoe company TOMS wanted to understand the brand’s potential to expand into new categories– specifically, the crowded sunglasses market.

The Approach

We used online research to anchor strategic guidance on brand fit, price elasticity, key purchase drivers and barriers. Our results guided decisions about:

  1. Brand Parameters for future product launches
  2. Product Positioning
  3. Product Portfolio and Design
  4. Pricing
  5. Distribution

The Outcome

Armed with blueprints for the eyewear launch and future brand extensions, Toms was able to quickly launch eyewear and pursue other strategic extensions – all without losing Toms One-for-One magic.

360

thousand: the number of people whose sight has been restored thanks to Toms eyewear

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