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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.
“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
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