Trading Up by Michael Silverstein
The New American Luxury

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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.


About Michael Silverstein

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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.John Butman is the author of more than a dozen books.
Published October 13, 2003 by Portfolio. 324 pages
Genres: Business & Economics, Science & Math. Non-fiction

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Even the toy market can become a breeding ground for high-end items, like American Girl dolls, a line with an extensive back story that appeals to the luxury consumer's desire to "know" the pedigree of his or her purchases (just as some wine aficionados jump at the chance to display their mastery...

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