Chinese e-commerce platform Tmall has reintroduced its ‘One Shoe Program’ that aims to make it easier for people with disabilities to buy footwear.
Recognizing the unique needs of amputees, ‘One Shoe Program’ allows shoppers to purchase and pay for just one single shoe instead of a complete pair, reported Trendhunter.
With this reintroduction, Tmall has partnered with seven major footwear brands: ECCO, Skechers, Jordan, Reebok, Camel, Semir, and Warriors. Shoes included in the ‘One Shoe Program’ will be sold at half price and packaged in an exclusive “half” shoebox.
This initiative brings attention to the different ways that major retailers can acknowledge every person equally and create inclusive platforms.
As well, it also highlights both the social and brand value of participating in these types of initiatives – Tmall’s ‘One Shoe Program’ has already gone viral in China, drawing more than 120 million engagements on Weibo alone (a Chinese microblogging site).