Let’s discover our brothers in arms. Let’s pay attention to those people who buys a 5-pockets piece of history. Who are they?
Potentially Levi’s can target anyone. Anyone can wear Levi’s and the long history and existence of Levi’s prove its universality. However, if the target market is huge, the brand identity of Levi’s tells us who buys Levi’s. First of all Levi’s is definitely for the youth rebellious people. The last Go Forth advertising shows it. This is deeply rooted in the history since 1960’s when students protestors adopted jeans as uniform. However, the classic vintage image of Levi’s has evolved, following the trends of the market. The Levi’s jeans became fashionable items and seduced a larger consumer target. 
Then, the price of the product is quite high. That is why young elite upper class and trendsetters are also Levi’s consumers. Wearing a Levi’s is a sign of quality but also of sophistication. Also, the variety of cuts enables to potentially satisfy everyone. The cowboy would have its bootcut, the casual guy would buy a regular, the slim will goes on fashionistas’ legs while the baggy one would follow the trendiest skateboarders. This is the substance of Levi’s: tending to universality.
"Many customers want an all-American jean, and Levi's is a name associated with that," says Darcy Penick, an assistant buyer with Neiman Marcus Group Inc. This is another common point of Levi’s consumer: they buy a heritage. Levi’s has satisfied Men and Women for generations, they keep on doing it.
Crossing someone in the streets who wears a Levi’s might create a strong feeling of community and a sharing of value. Simply because Levi’s heritage is already on him, is already on you.
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