Mass Market

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It’s been called so many things: “luxury for the masses,” “trading up,” “the new luxury,” “the mainstreaming of affluence,” “the democratization of luxury.” The bottom line is, we’re a rich country and getting richer, and more of us are indulging in the finer things—even those who could hardly be described as “wealthy.”

The Luxury Institute, a New York–based market research firm, reported that the number of Americans boasting assets of more than $1 million last year soared 14 percent to 2.27

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