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

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

Name: Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them
Brand: Recyclivre
Author: Michael J. Silverstein
ISBN: 9781591840701

Michael J. Silverstein

29/04/2008
Penguin Publishing Group

NC (0 avis)

Couverture de Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them par Michael J. Silverstein

Résumé

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.