Trading Up: Why Consumers Want New Luxury Goods and How Companies Create Them(ISBN=9781591840701) txt umd azw3 下载 fb2 pdf 在线 免费

　　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.

Preface by Leslie Wexner

Introduction to the Paperback Edition

Trading Up to New Luxury:

An Overview

The Spenders and Their Needs:

Sociodemographics, Emotional Drivers

The Creators and Their Goods:

Definitions, Forces, Practices

Inside the New American Home:

Retailers, Appliance Innovators

Eating As an Emotional Experience:

Panera, The Cheesecake Factory, Trader Joe's

……

　　Michael J. Silverstein is senior partner and

managing director of the Boston Consulting Group, and the author of

Treasure Hunt. He led the firm’s consumer and retail

practice for a decade.

　　Neil Fiske, formerly a partner at BCG, is CEO of Bath and

Body Works, and now applying the rules of Trading Up in a $2

billion retail business.

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书籍介绍

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.