Toms Shoes is a strong brand positioned exceptionally well in the younger market. Although it's trendy apparell and unique story appeal to the younger generation, the shoe itself is not applicable to those 30 and above. The goal of this sub-brand was to increase the market reach of 'toms' without compromising the brands essence.
Business professionals in the mid market 30 and above.
By creating a sub-brand tailoring to the needs of business professionals, Toms would diversify its clientele and provide the younger market the ability to keep buying into the brand & it's promise as they venture out into the business world.