From the Book - Revised ed.
Preface / by Leslie Wexner
Trading up to new luxury : an overview
The spenders and their needs : sociodemographics, emotional drivers
The creators and their goods : definitions, forces, practices
Inside the new American home : retailers, appliance innovators
Eating as an emotional experience : Panera, The Cheesecake Factory, Trader Joe's
Awakening the American palate to wine : Kendall-Jackson
The world is a sexy place : Victoria's Secret
The old world in new luxury bottles : Belvedere, Boston Beer
Demonstrably superior and pleasingly different : Callaway
Only the best for members of the family : American Girl, pet food
A cautionary tale of an old luxury brand : Cadillac
The opportunity : growth areas, a work plan
