First invented in the United States, blue jeans represent everything American. How blue jeans went from their humble beginnings to the height of high fashion is a marketing success story. There are dozens of brands, ranging from the $$10$ pair to the $$1000$ pair, with numerous offerings between the two extremes to meet the needs of every type of consumer. Marketers must understand what consumers value to manage the marketing mix to deliver the right set of benefits to different consumers.