"Anyone who has passed a Dunkin' Donuts to duck into a Starbucks recognizes the phenomenon. For brands that have smartly positioned themselves,from Victoria's Secret to Williams-Sonoma, trading up is paying off."

"Are you average? No one pays attention to average anymore. Average is invisible, doomed to failure. Trading Up makes the persuasive case that the easiest, most profitable way to change a market and win big is to go for the top."

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 this national bestseller, a world-class team of consultants explores these product choices and shows how companies create "new luxury" brands that appeal to the mass-market consumer. It is teeming with ideas that are relevant to product developers, business strategists,marketers, and social critics as well as consumers themselves.

Preface by Leslie Wexner

Introduction to the Paperback Edition

1 Trading Up to New Luxury:

  An Overview

2 The Spenders and Their Heeds:

  Sociodemographics, Emotional Drivers

3 The Creators and Their Goods:

  Definitions, Forces, Practices

4 Inside the New American Home:

  Retailers, Appliance Innovators

  Eating As an Emotional Experience:

  Panera, The Cheesecake Factory, Trader Joe's

6 Awakening the American Palate to Wine:

  Kendall-Jackson

7 The World Is a Sexy Place:

  Victeria's Secret

8 The Old World in New Luxury Bottles:

  Belvedere, Boston Beer

9 Demonstrably Superior and Pleasingly Different:

  Gallaway

10 Only the Best for Members of the Family:

  American Girl, Pet Food

11 A Cautionary Tale of an Old Luxury Brand:

  Cadillac

12 The Opportunity:

  Growth Areas, a Work Plan

13 A Call to Action

About Our Sources

Acknowledgments

Index