Originally Published on AllBusiness.com.
The first time I saw them, I wrinkled my nose in disgust. They’d arrived in my FabFitFun subscription box, their garish pink color and 10 grippy toes mocking me. I had no use for such frivolity in my life, so I tossed them into my giveaway pile.
A few weeks later, I signed up for classes at a new Pilates studio in my neighborhood. The website read: “New students must have toe socks, which can be purchased in the studio.”
Wait, hadn’t I thrown out some of those? Given that they retail for $16 a pop, I was desperately hoping I hadn’t taken my giveaway box to the thrift store. I hadn’t. So I donned my neon pink, five-toed grip socks and headed to Pilates.
One year later, I’m a convert. What in the heck happened in the space of 12 months to change my outlook on ToeSox? Turns out the brand knows what it’s doing when it comes to reaching its target audience.