Download or read book Trading Up written by Michael J. Silverstein and published by Penguin. This book was released on 2008-04-29 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.