Levi’s is known for their jeans, jackets, and clothing for both men and women. Back in 2012, they were trying to appeal to the “average” sized women to sell their at the time, new curve ID jeans. The idea behind their, “Hotness Comes in All Shapes and Sizes” campaign was that they are going to be selling to everyone but yet their campaign pictures and advertising all had the stereotypical model, “skinny with a good looking body”.
So, with the “Hotness Comes in All Shapes and Sizes” they most likely did know their target market as they were attempting to sell their jeans to women of different body types. However, they did not execute this is anyway. The campaign was meant to target the average American woman looking for an affordable pair of fits-you-in-all-the-right-places jeans. Now if Levi would have simply tailored their advertising and used “average” women to show off their new jeans then this would not have gone viral and talked about of every news site such as Business Insider and Forbes. So to end things off here with the target market and knowing your audience, companies may know their audience and who they want to sell the product to but simply don’t execute in the proper way. That is the case here and is why they took so much backlash, if they would have adjusted a few things with the campaign they would have been fine and they would have been no harm done.