{"product_id":"trading-up-why-consumers-want-new-luxury-goods-and-how-companies-create-them-9781591840701","title":"Trading Up: Why Consumers Want New Luxury Goods--And How Companies Create Them","description":"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. \u003cp\u003e\u003c\/p\u003e 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. \u003ci\u003eTrading Up\u003c\/i\u003e has become the definitive book about this growing trend.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003eMichael J. Silverstein is a senior vice president of The Boston Consulting Group and the coauthor of the business bestseller \u003cb\u003eTrading Up\u003c\/b\u003e. He works with leading companies around the world.\u003cp\u003e \u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cbr\u003e\u003cp\u003eNeil Fiske is the former head of the Chicago office of The Boston Consulting Group and is now the CEO of Bath \u0026amp; Body Works.\u003c\/p\u003e\u003cbr\u003e\u003cp\u003eJohn Butman is an established business author and journalist.\u003c\/p\u003e\u003cbr\u003e","brand":"Portfolio","offers":[{"title":"Default Title","offer_id":51998037311762,"sku":"9781591840701","price":17.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_077b393c-c3cf-468f-a301-6a165437e689.jpg?v=1770137555","url":"https:\/\/surprise-castle.myshopify.com\/products\/trading-up-why-consumers-want-new-luxury-goods-and-how-companies-create-them-9781591840701","provider":"Surprise Castle","version":"1.0","type":"link"}