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Trading Up by Michael J. Silverstein

Trading Up

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

Michael J. Silverstein, Neil Fiske, John Butman

Penguin Publishing Group · Print & ebook · April 29, 2008

MarketingWhy People BuyEconomicsbusiness
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motivationalwomen
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Who it’s for
A clear-eyed look at why premium brands now reach well beyond the traditional luxury customer.
Themes
Trading up to new luxury goods, Consumer purchasing behavior, Luxury brands beyond the wealthy
Genres
Why People Buy, Marketing, Economics

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For younger readers: Envy, The Luxe, Splendor

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About this book

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.

Continue reading

Trading Up has become the definitive book about this growing trend.

Luxury Goes Mainstream

A clear-eyed look at why premium brands now reach well beyond the traditional luxury customer.

Come here for

  • The shift from old luxury to higher-volume premium goods
  • Examples spanning wine, clothing, and golf equipment

Expect

  • A business-focused lens on changing consumer tastes
  • A concise introduction to the trading-up trend

Where it sits

Why People Buy93%
Marketing38%
Economics32%

Percentages are BookFrontier’s reading of the book.

Publisher categories

  • Customer Relations
  • Marketing Research
  • Sales & Selling
Authors
Michael J. Silverstein, Neil Fiske, John Butman
Publisher
Penguin Publishing Group
Published
April 29, 2008
Format
Print & ebook
Theme
Trading up to new luxury goods · Consumer purchasing behavior · Luxury brands beyond the wealthy
Reading lane
Customer Relations