What Women Want: The Science of Female Shopping

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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What Women Want: The Global Market Turns Female Friendly

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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
“With wit, razor-sharp analysis and a better understanding of what women want than most of us have – or at least realize we have. It will make female consumers think differently about their shopping and, hopefully, encourage stores to sell a whole lot differently.”
—Jayne O’Donnell, retail and consumer reporter, USA Today

"Underhill makes these fascinating details even more fun to read with a conversational, sometimes comic tone."
St Louis Post Dispatch

“What Do Women Want? A man who gets it. Meet the wise, witty and only occasionally geeky Paco Underhill, who explained to me why I prefer curved shower curtains.”
—Christine Lehner, author of Absent a Miracle and What to Wear to See the Pope.

“What Women Want is not just a great marketing book, it is an astounding study of the socio-economic forces of the last fifty years. Paco Underhill blends social history with scientific data in a sensitive volume that is a must-read for anyone who wants to sell anything. Period.”—Susy Korb, Brand Strategist, Harry Winston

"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: 9781416569961
  • Publisher: Simon & Schuster
  • Publication date: 7/19/2011
  • Edition description: Simon & Schuster
  • Pages: 224
  • Sales rank: 701,856
  • Product dimensions: 6.10 (w) x 9.20 (h) x 0.60 (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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Table of Contents

Introduction 1

1 Housequake 15

2 Don't Phunk with My Hearth 25

3 Let Us Spray 35

4 Nice Work If You Can Get It 43

5 We Can Work It Out 53

6 To Love, Honor, and Maintain 61

7 Should I Stay or Should I Go? 71

8 The Female, Unplugged 89

9 Women and Sin 103

10 The Empress's New Clothes 117

11 C'mon a MyMall 129

12 Higher Ground 141

13 Drugstores 155

14 See Me, Touch Me, Feel Me, Heal Me 165

15 Almost Cut My Hair 179

16 Off the Wall 187

Author's Note 197

Bibliography/Suggested Reading 205

Acknowledgments 207

Index 208

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