Using visual merchandising tactics with men’s formal wear is different not only from selling men’s casual wear but also from selling women’s clothes. When men walk into a store selling quality shirts, suits and ties, they expect a sense of old style charm, such as was found when it was more common to dress formally. They want someone who is experienced in fitting clothes to suit certain occasions and moods. In other words – men want to sense that the people selling the clothes are experts in men’s clothing.
This is true for women, but the way to demonstrate expertise to a man may ultimately differ. For example, women’s dresses can all look very different from each other, so that each one looks special. But for the most part, men’s dress shirts can look the same – only the pattern of the shirt is different. Additionally, some shops might sell different cuts or offer to customize a shirt to particular specifications, but often times this detail is lost to someone who just walks into a store without knowing anything. Someone might be thrown off by the price of a shirt without knowing about the fabric and tailoring that actually make the object something of value.
The best way to sell quality men’s suits is to use signs and mannequins. These are both used with the intention of showing why something is good. Put up a sign that says “Suits can be fitted to order,” and have a mannequin demonstrating a fashionable way of putting together a shirt with a well-tailored suit, along with a tie. Men will see that the products for sale are of the best quality judging from the way the suit is put on display. The same applies to selling women’s clothes. Men and women both want to come into a store and see something beautiful on a mannequin that shows off the absolute best the store has to offer for sale.
Shirts are unique in that they often come in standard sizes and get folded into squares. Selling them requires gondolas or racks similar to T-shirt displays. People will want to see the full range of shirts being offered at a glance, and the best way to do this is avoid showing them haphazardly, but instead choose a method of organization like phasing from a darker color from one end of the store to a lighter color at the other end of the store. Switch between shirts that are plainer look to those with more complex patterns. This way people will see exactly where to look for a shirt that matches the suit they want.