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

ISBN-10: 1591840708
ISBN-13: 9781591840701
Edition: N/A
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Description: Trading up isnt just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victorias Secret. Or a young professional buys only Kendall-Jackson premium wines. Or a construction worker splurges on  More...

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Book details

List price: $16.00
Publisher: Penguin Group (USA) Incorporated
Publication date: 4/29/2008
Binding: Paperback
Pages: 320
Size: 5.25" wide x 8.25" long x 1.00" tall
Weight: 0.638
Language: English

Trading up isnt just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victorias 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 Uphas become the definitive book about this growing trend.

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.

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