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

(Paperback)

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Description

Trading up isn't just for the wealthy anymore. These days no one is shocked when a secretary buys silk pyjamas. Or a young professional buys only premium wines. Or a builder splurges GBP1,500 on a new set of golf clubs. In dozens of categories, these 'new luxury' brands sell at huge premiums over conventional goods, and in much larger volumes than traditional 'old luxury' goods. Trading Up is the definitive book on this growing trend.

Reviews

Incredibly smart and illuminating. packed with insights on how shoppers think and behave.
David Brooks

An upbeat survey of a range of consumer brandsWhirlpool, Belvedere, Williams-Sonomawhich, 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"


aIncredibly smart and illuminatinga]. packed with insights on how shoppers think and behave.a
aDavid Brooks
aAn upbeat survey of a range of consumer brandsaWhirlpool, Belvedere, Williams-Sonomaawhich, the authors argue, are successful because they appeal not just to the material needs of consumers but to their emotional desires.a
aRebecca Mead, "The New Yorker"
aAnyone who has passed a Dunkina Donuts to duck into a Starbucks recognizes the phenomenon. For brands that have smartly positioned themselves, from Victoriaas Secret to Williams-Sonoma, trading up is paying off.a
aRobert Weisman, "The Boston Globe"
a"Trading Up" helps to explain an important trend and is interesting reading as a sociological study as well as business strategy.a
Harvey Schachter, "The Globe and Mail"

Author Bio

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.