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Trading Up: Why Consumers Want New Luxury Goods--And How Companies Create Them
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Trading Up: Why Consumers Want New Luxury Goods--And How Companies Create Them Paperback - 2008

by Michael J. Silverstein; Neil Fiske; John Butman

An upbeat survey of a range of consumer brands . . . which, the authors argue, are successful because they appeal not just to the material needs of consumers but to their emotional desires--"The New Yorker." Illustrated.


Summary

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.

From the publisher

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.

First line

America's middle-market consumers are trading up.

Details

  • Title Trading Up: Why Consumers Want New Luxury Goods--And How Companies Create Them
  • Author Michael J. Silverstein; Neil Fiske; John Butman
  • Binding Paperback
  • Edition Reprint
  • Pages 320
  • Volumes 1
  • Language ENG
  • Publisher Portfolio
  • Date 2008-04-29
  • Illustrated Yes
  • ISBN 9781591840701 / 1591840708
  • Weight 0.65 lbs (0.29 kg)
  • Dimensions 8.47 x 5.48 x 0.83 in (21.51 x 13.92 x 2.11 cm)
  • Ages 18 to UP years
  • Grade levels 13 - UP
  • Dewey Decimal Code 339.470

Media reviews

'Incredibly smart and illuminating. packed with insights on howshoppers think and behave.'
David Brooks

'An upbeat survey of a range of consumer brands Whirlpool,Belvedere, Williams-Sonoma which, the authors argue, aresuccessful because they appeal not just to the material needs ofconsumers but to their emotional desires.'
Rebecca Mead, The New Yorker

'Anyone who has passed a Dunkin' Donuts to duck into a Starbucksrecognizes the phenomenon. For brands that have smartlypositioned 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 isinteresting reading as a sociological study as well as businessstrategy.'
?Harvey Schachter, The Globe and Mail

About the author

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 established business author and journalist.

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