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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 -- A call to action.
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