The author of the international bestseller Why We Buy now takes us to the mall, a place every American has experienced and has an opinion about. Paco Underhill, the Margaret Mead of shopping, has run hundreds of research assignments in malls across the country (and in Tokyo and European capitals). He has visited them, observed his fellow mall-ers, looked long and hard for his car in mammoth parking lots, chatted up the staffers, gone hunting for jeans with adolescent girls and anniversary shopping with guys. The result is a bright, ironic, funny, and shrewd portrait of the mall -- America's gift to personal consumption, its most powerful icon of global commercial muscle, the once new and now aging national town square, the place where we convene in our leisure time. Call of the Mall is about desire and buying lingerie, about why the same camel hair coat costs twice as much in the women's department as it does in the boys'. It's about why shoes, handbags, and cosmetics are clustered, why Cartier is next to cut-rate, and why the movie theater is hard to find. It's about the shopping mall as an exemplar of our commercial and social culture, the place where our young people have their first taste of social freedom, and where the rest of us compare notes. Call of the Mall examines how we use the mall, what it means, why it works when it does, and why it sometimes doesn't. Visiting the mall with Paco Underhill is a surprising and insightful tour through the American crossroads. Why We Buy changed the way we watch ourselves shop. Call of the Mall will deepen our understanding of how we live, work, play, and spend.
Named by Newsweek magazine to its list of "Fifty Books for Our Time."For sixteen years William Whyte walked the streets of New York and other major cities. With a group of young observers, camera and notebook in hand, he conducted pioneering studies of street life, pedestrian behavior, and city dynamics. City: Rediscovering the Center is the result of that research, a humane, often amusing view of what is staggeringly obvious about the urban environment but seemingly invisible to those responsible for planning it.Whyte uses time-lapse photography to chart the anatomy of metropolitan congestion. Why is traffic so badly distributed on city streets? Why do New Yorkers walk so fast--and jaywalk so incorrigibly? Why aren't there more collisions on the busiest walkways? Why do people who stop to talk gravitate to the center of the pedestrian traffic stream? Why do places designed primarily for security actually worsen it? Why are public restrooms disappearing? "The city is full of vexations," Whyte avers: "Steps too steep; doors too tough to open; ledges you cannot sit on. . . . It is difficult to design an urban space so maladroitly that people will not use it, but there are many such spaces." Yet Whyte finds encouragement in the widespread rediscovery of the city center. The future is not in the suburbs, he believes, but in that center. Like a Greek agora, the city must reassert its most ancient function as a place where people come together face-to-face.
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.
Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture -- full of fresh observations and important lessons from the cutting edge of retail, which is taking place in the world's emerging markets.
Underhill lays bare the struggle among merchants, marketeers, and consumers for control of the marketplace, explaining shopping phenomena unnoticed by retailers and shoppers alike.
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