No Good Deed Goes Uncopied
The apparel industry is the white-hot center of the knockoff world, and as we’ve discussed before, it is very common and completely legal to knock off most clothing designs.
But the knockoff strategy is not limited to designs. As a recent story on SFGate (written by the improbably-yet-appropriately named Cotten Timberlake) about canvas shoes illustrates, marketing strategies for apparel are not immune to imitation. From the Gate:
Philanthropic fashion lures copycats
Cotten Timberlake
When Blake Mycoskie founded Toms shoes six years ago, his pitch to consumers – buy a pair and a second one will be donated to the needy – helped launch a phenomenon that retail consultants call compassionate consumerism.
Since then it’s been imitated widely by established brands. Inspired by Toms, Skechers USA launched a brand called Bobs, as in Benefiting Others By Shoes. Urban Outfitters stores feature apparel by Threads for Thought, which gives part of its sales proceeds to humanitarian groups…
Skechers’ Bobs shoe line is similar to Toms’ Argentine-style canvas espadrilles, and it’s “kind of in poor taste to knock off,” says , an analyst with .
Skechers upped the ante on Toms by initially donating two pairs for every one it sells. Bobs also are slightly cheaper, starting at $38 compared with $44 for a pair of Toms. Skechers recruited “Dancing with the Stars” winner to promote Bobs in television commercials and says it has donated more than 1 million pairs in just over a year…
Skechers President makes no apologies for launching his own charity line. “Companies that have the means should do what they can to make a difference, and it’s beneficial for multiple footwear brands to join this cause to make an even bigger impact,” he wrote.
