Book: Trading Up: The New American Luxury

Book: Trad­ing Up: The New Amer­i­can Lux­u­ry

by Michael Sil­ver­stein; Neil Fiske

The “trad­ing up” phe­nom­e­non is the Amer­i­can consumer’s need for defin­ing his indi­vid­u­al­i­ty through the prod­ucts they choose. Not just lux­u­ry goods for the wealthy, this book illus­trates with numer­ous exam­ples of mid­dle class con­sumers who will splurge on one item that is impor­tant to them such as Star­bucks cof­fee, world-class golf clubs, or a BMW. Very inter­est­ing read that rings true to these times. Some good case stud­ies of how com­pa­nies includ­ing Victoria’s Secret, Star­bucks, Williams-Sono­ma among oth­ers have cre­at­ed an emo­tion­al appeal to their buy­ers who are will­ing to pay a lit­tle more for these brands.