What Women Want: The Global Market Turns Female Friendly

Overview

PACO UNDERHILL, the author of the hugely successful Why We Buy and The Call of the Mall, reports on the growing importance of women in everybody’s marketplace—what makes a package, product, space, or service "female friendly." Underhill offers a tour of the world’s marketplace—with shrewd observations and practical applications to help everybody adapt to the new realities.

As large numbers of women become steadily wealthier, more powerful, and more independent, their choices and...

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Overview

PACO UNDERHILL, the author of the hugely successful Why We Buy and The Call of the Mall, reports on the growing importance of women in everybody’s marketplace—what makes a package, product, space, or service "female friendly." Underhill offers a tour of the world’s marketplace—with shrewd observations and practical applications to help everybody adapt to the new realities.

As large numbers of women become steadily wealthier, more powerful, and more independent, their choices and preferences are transforming our commercial environment in a variety of important ways, from the cars we drive to the food we eat; from how we buy and furnish our homes to how we gamble, play, and use the Internet—in short, how we spend our time and money.

With the same flair and humor that made his previous books universally appealing, Underhill examines how a woman’s role as homemaker has evolved into homeowner and what women look for in a home. How the home gym and home office are linked to the women’s health movement and home-based businesses. Why the refrigerator has trumped the stove as the crucial appliance. How every major hotel chain in the world has redesigned rooms and services for the female business traveler. Why some malls, appealing to women, are succeeding while others fail. What women look for online and why some retail websites, like Amazon, attract women while other sites turn them off.

"The point is," writes Underhill, "while men were busy doing other things, women were becoming a major social, cultural, and economic force."

And, as he warns, no business can afford to ignore their power and presence.

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Editorial Reviews

From the Publisher

"Underhill shows himself to be both an amiable and a knowledgeable guide to the shifting retail landscape."

Wall Street Journal

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Product Details

  • ISBN-13: 9781416569954
  • Publisher: Simon & Schuster
  • Publication date: 7/6/2010
  • Pages: 214
  • Product dimensions: 9.56 (w) x 6.58 (h) x 0.81 (d)

Meet the Author

Paco Underhill

Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Microsoft, McDonald's, adidas, and Estee Lauder. He is a regular contributor to The Wall Street Journal and The New York Times. He lives in New York City.

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Sort by: Showing 1 Customer Reviews
  • Posted December 16, 2010

    more from this reviewer

    Witty guide to engaging women consumers

    Frequent speaker and best-selling author Paco Underhill attempts to answer the vital question, "What do women want?" His purview is not women's relationships - that's another book altogether - but rather commerce and, via commerce, social change. He explains that women are reshaping the global marketplace, so businesses that don't evolve to accommodate them will fall behind. Most of all, Underhill says, women seek "cleanliness, control, safety and considerateness." A messy dressing room or a poorly lit parking garage may alienate these valuable customers. Through case studies, statistical research, interviews, anecdotes and his own firsthand observations, Underhill identifies how and why women spend money. getAbstract recommends this engaging, witty book to all marketing, advertising and retail professionals. Even those who do not agree with all of Underhill's opinions and gender-based generalizations will find he presents interesting examples and arguments. Though he sometimes diverges from women-specific topics, even his detours prove fascinating.

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