Trading up isn't just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas 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.

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

Business & Money

Silverstein, Michael J.

Fiske, Neil

Butman, John.

Economics

Penguin Publishing Group

A study on middle-class consumerism finds that today's customers are seeking higher levels of quality, taste, and aspiration, in a revised edition of the best-seller that draws on new research to explore the trading up phenomenon to reveal how entrepreneurs, innovators, managers, and marketers can make the most out of related opportunities. 40,000 first printing.

Trading Up: Why Consumers Want New Luxury Goods... And How Companies Create Them (Revised and Updated)

Marketing & Sales

Portfolio Hardcover

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