The article explains the reason behind Toms' shoes not resonating with customers. It details that Toms' initial success was due to its unique social mission of giving back to those in need. However, as its competitors adopted similar ethical models, customers began to lose interest in Toms. Additionally, Toms' lack of innovation and failure to keep up with changing fashion trends also contributed to its decline in popularity. Ultimately, these factors have prevented Toms from resonating with customers.