Preface / by Leslie Wexner -- Part I. Trading up to new luxury. Trading up to new luxury : an overview ; The spenders and their needs ; The creators and their goods ; Where goods and emotions intersect -- Part II. The leaders. The world is a sexy place ; Eating as an emotional experience ; Only the best for members of the family ; Inside the new American home ; Awakening the American palate to wine ; The old world in new luxury bottles ; Demonstrably superior and pleasingly different ; A cautionary tale of an old luxury brand -- Part III. Excelsior. The opportunity ; A work plan ; A call to action -- Part IV. The back story. Luxury: a philosophical and historical context.