| A New Division of Markets | |||
|---|---|---|---|
| Goods Category | New Luxury | Middle Market | Old Luxury |
| Apparel | Diesel | Gap, Levi Strauss | Brooks Brothers, Chanel |
| Autos | BMW, Mercedes Benz | Pontiac, Ford | Cadillac, Rolls-Royce |
| Beer | Sam Adams | Coors, Miller | Heineken |
| Coffee | Starbucks | Maxwell House | Blue Mountain |
| Kitchen appliances | Viking Range | Hotpoint | Aga |
| Leather goods | Coach | Wilsons | Louis Vuitton |
| Lingerie | Victoria's Secret | Maidenform | La Perla |
| Personal care | Aveda | Suave, Revlon | Kiehl's |
| Pet food | Nutro | Alpo | Sirloin |
| Restaurants | Panera Bread | Burger King | Morton's |
| Retailing | Pottery Barn, Williams Sonoma | Sears | Neiman Marcus |
| Spirits | Belvedere, Grey Goose | Absolut, Smirnoff | Bombay Sapphire |
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