He nails our ambivalence about indoor shopping saying, "the mall, like television, is an easy American target for self-loathing. We look at the mall and wonder: is this the best we could do?" He gets the devil in the details with wonderful riffs about global malls, parking spaces, the "free" gift with cosmetics, retail tribalism (Nordstrom versus Ann Taylor, Pac Sun versus Abercrombie) and why CD and bookstores have returned to city streets. But Underhill doesn't whine. When he critiques multiplex theatres, raunchy bathrooms or the absence of coatrooms, he also offers witty suggestions. For example, how to turn a well-appointed restroom into a profit center.
Underhill is convinced that online shopping and fatigued boomer shoppers are leading to the "post-mall era." This kind of prediction makes The Call of the Mall a great read. It is a smart, observant meditation--one that suggests the past and the future of our shopping culture. --Barbara Mackoff --This text refers to an out of print or unavailable edition of this title.
Read it. Liked it. It is required for a business class for me. It was in great shape and a super fast read.Published 9 months ago by Catherine Lamb
Paco has put out yet another book worth reading... if you are in retail or marketing read this book (and the science of shopping too, of course!)Published 10 months ago by GPN
Very superficial analysis, it us basically dated. Malls have changed over the last decade. Really not worth the cost and my time.Published 10 months ago by Flavia
Paco's book remains a classic explaining human behavior about and towards retail shopping. It is a must for anyone who has job responsibilities in this area and a really fun read... Read morePublished 18 months ago by Denise the booklover
If your in retail read it, read it, read it... This is very educational-Strong read for a retail would be king!Published 18 months ago by terrance davidson
Some of the authors views were a little biased but with some interesting points. I liked how he provided explanation as to why people shop and the reasons and secrets behind how... Read morePublished 23 months ago by Lloyd Schulman
Paco Underhill shares the history of the mall, talks about present day malls and predicts a dismal mall future, but also prescribes remedies for the future that malls could follow... Read morePublished 23 months ago by D
I recommend "Call of the Mall: The Geography of Shopping by the Author of Why We Buy" by Paco Underhill to anyone who is interested in marketing, retail, merchandising, or... Read morePublished on January 27, 2013 by Chad Thiele
I'm on a reading kick lately in which I'm going through books on hoarding, the psychology of possessions, organizing, overspending and the like. Read morePublished on July 8, 2012 by Paper or Kindle