Trading up isnt just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victorias 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 Uphas become the definitive book about this growing trend.