premiumization

English

Etymology

From premium +‎ -ization.

Noun

premiumization (uncountable)

1. (marketing) The move towards more expensive premium products.
   • 2009 March 8, Andrew Martin, “Reaching for the Bottom Shelf”, in New York Times‎:

     “The pace of premiumization has slowed,” he said.

   • 2025 September 10, Theodore Quinn, “The Death of De Minimis and Its Impact on Premium Retail: A Cautionary Tale for Lululemon”, in AInvest‎:

     The demise of the de minimis threshold—a regulatory lifeline for global retailers—has quietly reshaped the cost structures of premium brands like Lululemon […] The death of de minimis is more than a regulatory footnote—it is a harbinger of a new era for premium retail. For Lululemon, the challenge is to navigate this landscape without sacrificing the brand equity that has fueled its rise. Yet, as tariffs and supply chain costs persist, the line between premiumization and price sensitivity grows thinner.