Trading up isn't just for the wealthy anymore. These days no one is shocked when a secretary buys silk pyjamas. Or a young professional buys only premium wines. Or a builder splurges [1,500 on a new set of golf clubs. In dozens of categories, these new luxury' brands sell at huge premiums over conventional goods, and in much larger volumes than traditional 'old luxury' goods. Trading Up is the definitive book on this growing trend.'