Vanity fair, the makers of lee jeans, learned from market research that young men perceived the brand as being for women. as a result, they developed an advertising campaign targeted to young men and used buddy lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. vanity fair's deliberate decision to significantly alter the way the market views its brand is an example of

Product repositioning

Explanation:

Based on the information provided within the question it seems that Vanity Fair is using Product repositioning in this scenario. This term refers to when a company tries a different marketing technique in order to change the market's perception of their product or brand in order to increase sales performance. They are apparently doing this by putting a more masculine face (Buddy Lee) as the face of the products marketing campaign in order to change the perception that the shoes are for women.

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