What Women Want
As large numbers of women become steadily wealthier, more powerful and more independent, Underhill shows how their choices and preferences are changing the retail environment in a variety of surprising ways, from the cars we drive to the food we eat. This is a fascinating and accessible read for consumers and retailers alike. And for businesses of every kind, this is a powerful warning that those who ignore what women want do so at their own peril.
Underhill examines how women'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 homebased businesses. Why the refrigerator has trumped the store as the seminal 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. Office product super stores like Staples, Office Depot, and Office Max have evolved an integrated web presence that works for women. And dealers take note that more than half the cars on the road in North America are driven by women.