Trading Up The New American Luxury

Name: Trading Up The New American Luxury
Price: 3.46 USD
Availability: InStock
ISBN: 9781591840138

ISBN-10: 1591840139

ISBN-13: 9781591840138

Edition: 2003

Authors: Neil Fiske, John Butman, Michael Silverstein

List price: $26.95

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Description:

A fascinating look at why millions of consumers are "trading up" to premium goods, and how companies can profit from this phenomenon. Middle-market consumers have more discretionary income than ever before and are willing to pay extra for "new luxury" goods and services-items that deliver higher quality, technical advantages, and superior performance to conventional products. Above all, consumers are looking for emotional engagement-they look to products to help them manage the stresses of everyday life, and to help them realize their aspirations. A new luxury good may be as simple as a shampoo ($9 from Aveda, versus $3 from Suave) that brings moments of comfort and sensual pleasure, or…

Book details

List price: $26.95
Copyright year: 2003
Publisher: Penguin Publishing Group
Publication date: 10/13/2003
Binding: Hardcover
Pages: 336
Size: 5.75" wide x 9.25" long x 1.00" tall
Weight: 1.342
Language: English

Michael J. Silversteinis senior partner and managing director of the Boston Consulting Group, and the author of Treasure Hunt. He led the firms consumer and retail practice for a decade. Neil Fiske, formerly a partner at BCG, is CEO of Bath and Body Works, and now applying the rules of Trading Upin a $2 billion retail business.Michael J. Silversteinis senior partner and managing director of the Boston Consulting Group, and the author of Treasure Hunt. He led the firms consumer and retail practice for a decade. Neil Fiske, formerly a partner at BCG, is CEO of Bath and Body Works, and now applying the rules of Trading Upin a $2 billion retail business.



Foreword


Preface



Trading Up to New Luxury



Trading Up to New Luxury: An Overview



The Spenders and Their Needs



The Creators and Their Goods



Where Goods and Emotions Intersect



The Leaders



The World Is a Sexy Place



Eating As an Emotional Experience



Only the Best for Members of the Family



Inside the New American Home



Awakening the American Palate to Wine



The Old World in New Luxury Bottles



Demonstrably Superior and Pleasingly Different



A Cautionary Tale of an Old Luxury Brand



Excelsior



The Opportunity



A Work Plan



A Call to Action



The Back Story


Luxury: A Philosophical and Historical Context


About Our Sources


Acknowledgments


Index