What Women Want

Over the past twenty years, women have gained significant cultural, social, and economic influence. Women enjoy greater buying power than ever before, and they prefer to spend their money at businesses that provide female friendly environments. In What Women Want, Paco Underhill explores how women’s preferences for cleanliness, control, safety, and consideration are changing the way homes are designed and how the retail landscape looks all together. He offers a detailed investigation for ways in which companies, ranging from bathroom and kitchen design to electronics and clothing retailing, can appeal more to women’s desires and win their business in the process.