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

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Penguin, Apr 29, 2008 - Business & Economics - 320 pages
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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.


From the Trade Paperback edition.
 

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Contents

Trading Up Continues and Becomes More Complex
Trading Up in Markets Outside the United States
Looking Forward
The Characteristics of New Luxury
The Forces behind New Luxury
The Practices of New Luxury Leaders
The Potential of Trading Up
Rising Incomes and Available Wealth
The TradingUp Pattern in Wine
Born to Sell
Origins of the Victorias Secret Brand
Patterning European Luxury Lingerie
Lingerie for the Most Beautiful Women in the World
Managing the Brand
The ThirtySecond Ladder
Lessons from New Luxury Lingerie

Increased Home Values and Equity
Reduced Cost of Living and More Discretionary Income
Women as New Luxury Earners and Spenders
A Changing Family Structure
A Longer Dating Period and High Rates of Divorce
Cultural Permission to Spend
A Mix of Benefits and Stresses
The Four Emotional Spaces
The Limits of Emotional Engagement with Goods
A Distinct Type of Goods
Supply Side Forces That Fuel New Luxury
New Luxury Is More Than Marketing
The Practices of New Luxury Leaders
Winners and Losers
Arbiters of Style Taste and Sophistication
SubZero Viking and Whirlpool
The Winning Practices of New Luxury Home Players
The Rise of the Fast Casual Restaurant
An Eating Experience Built around Bread
Around the World in a Meal
Questing in the Supermarket Aisle
The Winning Practices of New Luxury Food Suppliers
On the Menu for the Future
Whats the Word? Thunderbird
The American Awakening
Jess Jackson and the Fighting Varietal
A New World Order
The Master Blenders New Luxury Practices
Reinventing Vodka
Brewing the Best Beer in America
To Popularize the Game of the Rich Famous and Skilled
The Demonstrably Superior and Pleasingly Different DSPD Big Bertha
A ThirteenTimes Premium for Emotional Engagement
The Callaway Scorecard
The Callaway Legacy
The Girl Business
Pets and Their People
The Decline and Fall of an American Old Luxury Icon
The Best Car in America
Performance
The Ultimate Reliability Machine
A BMW in Every Driveway?
Coffee Replacement and HighPerformance Athletic Wear
The Opportunity in Services
The Opportunity Worldwide
A Work Plan
Is a Premium Price Strategy Risky in the Current Global Economy?
What Can Companies Caught in the Middle Do?
The Urgency to Act
Chapter 2 The Spenders and Their Needs
Chapter 3 The Creators and Their Goods
Chapter 5 Eating as an Emotional Experience
Chapter 7 The World Is a Sexy Place
Chapter 10 Only the Best for Members of the Family
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About the author (2008)

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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