Florsheim shoes for school boys

An example of brand extension. There is no right or wrong in marketing but I just wonder ... What does Florsheim stand for ? As a consumer, I would say Florsheim stands for high quality, premium priced, American shoes. Who are the target consumers ? I guess people like me, white collars, professional and executives, slightly more mature aged between 30 - 45. Now that the brand extends to the school boy segment at an very affordable price. As a consumer of Florsheim, I feel cheated... 'cos my Florsheim costed me about HK$2,000 and I feel this brand is not for me anymore. As a marketer, I would go for the endorsement branding route. Do you think so ?

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