Prickly Pear, Yearbook of Abilene Christian University, 2008 Page: 49
239, [32] p. : ill. ; 32 cm.View a full description of this yearbook.
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The popularity of TOMS has increased with the marketing
of its shoes at Monks coffee shop, and Kyle Trafton said he is
excited by the current humanitarianism of college students.
"I think students are beginning to realize we have a huge
impact on society," said Trafton, senior interdisciplinary major
from Amarillo. "Our generation has been laying low on a lot
issues, and I think we finally found a niche we can relate to,
where students are willing to run with this and fight for this."
But TOMS will not be seen in large venues or advertised on
primetime television. Rather, the company places value on
interpersonal marketing, exemplified in the Style Your Soul tour.
"This event is a great opportunity for TOMS to come and say,
'You may have never heard of us, but this is what we're doing;
help us,'" Trafton said. "They're not advertising on billboards,
but they're doing it in person. They're saying, 'This is why we
do what we do; this is why we're making them,' and that makes
the biggest difference."
By: Lauren Sutton, adapted from the Optimist
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Abilene Christian University. Prickly Pear, Yearbook of Abilene Christian University, 2008, yearbook, 2008; Abilene, Texas. (https://texashistory.unt.edu/ark:/67531/metapth284703/m1/53/: accessed April 19, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Abilene Christian University Library.