Author of 'Why We Buy' to speak at Mideast retail forum

Dubai, November 7, 2005: Paco Underhill, the author of Why We Buy: The Science of Shopping and Call of the Mall: The Geography of Shopping, will be speaking at this year's Retail Real Estate Forum and Exhibition, which is being hosted by the Middle East Council of Shopping Centres (MECSC) and scheduled for 13 to 14 December, 2005 in Dubai.

As the founder and managing director of Envirosell, a New York based consulting and research organisation, Underhill has been involved in the analysis and understanding of various aspects of shopping behaviour for more than 25 years. Mr Underhill's expertise and reputation has led him and his team to provide other companies with insight to the habits of everyday shoppers.

Noted as a leading expert in this field, as well as a captivating speaker, Underhill and the company, Envirosell, have been well covered in major publications, such as, The New Yorker, Fortune and Business Week. Underhill is regularly asked to speak at trade association and professional group gatherings about the factors of retail, which include gender, 'trial and touch' and human anatomy.

Mike Davidson, President of the MECSC, said: "Having an international perspective on the habits of shoppers, will allow our participants to gain a greater understanding on shopping habits. Considering the multinational make-up of the region, shopping is one thing that we all have in common. Paco Underhill's insights and understandings will go a long way in helping retail specialists in the region focus on shopper idiosyncrasies, and ways to target shopper appeal factors."

The Retail Real Estate Forum and Exhibition will take place at the Convention Centre, Jumeirah Beach Hotel, and is expected to attract more than 300 retail professionals from the Middle East, India, UAE, Europe and Asia.

Speaking of the exhibition itself, Kim Redman, Regional Director for the MECSC, said: "We have received unprecedented response from exhibitors, looking to showcase new retail and mixed use developments. This is the only event of its kind in the region, and provides an opportunity for retailers and mall operators to meet and discuss potential new business. The region is already strongly represented by a number of multinational and local retail brands, but with the current rate of expansion there is room for new brand entries and the exhibition will provide retailers with the opportunity to view the region as a whole, rather than individual markets.

For further information, please contact:

Kate Mullen/Mare Elston
ASDA'A Public Relations
Dubai, UAE
Tel: 9714 3344550
Fax: 971 4 3344556
Email: k.mullen@asdaa.com
http://www.asdaa.com