Trading Up: Why Consumers Want New Luxury Goods-and How Companies CreateThem

Trading Up: Why Consumers Want New Luxury Goods-and How Companies CreateThem by Michael & Fiske Neil Silverstein


Authors
Michael &
Fiske Neil Silverstein
ISBN
9781591840701
Published
Binding
Paperback
Pages
320
Dimensions
139 x 215mm

Trading up isn't just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pyjamas at Victoria's Secret. Or a young professional buys only Kendall-Jackson premium wines. Or a construction worker splurges on a $3,000 set of Callaway golf clubs.

In dozens of categories, these 'new luxury' brands now sell at huge premiums over conventional goods, and in much larger volumes than traditional old luxury goods. Trading Up has become the definitive book about this growing trend.
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