Levi Strauss & Co created a new brand with different core values to appeal to a different market segment because when you create a new brand to appeal to a different market segment is often cheaper and more effective in the long run than trying to extend an existing brand to fit a new demographic. People with different characteristics may want the same product in somewhat different forms and for different reasons. Therefore, marketers divide people into groups based on certain relevant characteristics, and then adjust elements of their marketing mix to meet the specific needs of each group.Market Segmentation is a fundamental aspect of advertising to Levi's Jeans and every company that is on business. When Levi's executives lost sight of the market segmentation that launched it to success they loose customers and sales.This happen when Levi's jeans were focus their attention on Dockers, and more recently on slates, executives were distracted from the threat to the core jeans business. They missed all the kids and those are your future customers. For a marketer it is very important to attract this target of young segment because they set fashion trends that influence older shoppers.
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