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

Paperback | April 29, 2008

byMichael J. Silverstein, Neil Fiske, John Butman

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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.

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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 ...

Michael J. Silverstein is a senior vice president of The Boston Consulting Group and the coauthor of the business bestseller Trading Up. He works with leading companies around the world.  Neil Fiske is the former head of the Chicago office of The Boston Consulting Group and is now the CEO of Bath & Body Works.John Butman is an establis...

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Format:PaperbackDimensions:320 pages, 8.18 × 5.5 × 0.82 inPublished:April 29, 2008Publisher:Penguin Publishing GroupLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1591840708

ISBN - 13:9781591840701

Appropriate for ages: 18 - 18

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Editorial Reviews

?Incredibly smart and illuminating?. packed with insights on how shoppers think and behave.??David Brooks ?An upbeat survey of a range of consumer brands?Whirlpool, Belvedere, Williams-Sonoma?which, the authors argue, are successful because they appeal not just to the material needs of consumers but to their emotional desires.? ?Rebecca Mead, The New Yorker ?Anyone who has passed a Dunkin? Donuts to duck into a Starbucks recognizes the phenomenon. For brands that have smartly positioned themselves, from Victoria?s Secret to Williams-Sonoma, trading up is paying off.??Robert Weisman, The Boston Globe ?Trading Up helps to explain an important trend and is interesting reading as a sociological study as well as business strategy.??Harvey Schachter, The Globe and Mail