Boutique owners catering to working women have had a rare opportunity this year. With so much coverage of current political contests, television viewers are constantly seeing powerful women in stylish, professional attire. Retailers just have to take advantage of the inspiration and interest this election season brings. Offering affordable, professional-looking versions of popular styles can mean big business for retailers, provided they get their strategy right.

When thinking about selling women's business attire, several questions may come to mind. For example, should a retailer use the same marketing methods as it does when selling casual wear? What store aesthetic suits professional style? Read on to find out:

Design a professional women's clothing store

Things can get a little tricky when focusing on a specific demographic, such as business women. There's a fine line between appealing to your target audience's fashion sense and catering to stereotypes. The Guardian notes that the marketing world - in some areas - is shifting towards more gender-neutral messaging. This benefits both consumers and retailers. It empowers women by placing them on an equal footing with men, which is straightforward and sensible, and the marketing campaign can be more cohesive and economically effective.

So what does this mean for boutique owners? For one, it means there are subtle ways you can win over consumers. For example, you can use all the same style of display units for men's and women's business attire. Our Standard is perfect for creating a clean, streamlined look, ideal for letting garments speak for themselves. If you sell men's and women's business clothing, place male and female mannequins side by side to subtly promote equality.

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Think of your presentation as being aimed at business people, not just business men and business women. If your store only focuses on professional women's clothing, use imagery that evokes confidence and professional style.

Market Your Boutique to Business Women

At the end of the day, your marketing techniques don’t need to be overly feminine, but rather about the confidence and professionalism your target shoppers feel when they try on a new suit or suit.

Business attire for men and women is about looking confident. Your window display can reflect this by using simple and minimalist designs to focus on the garments themselves. Even other display items, like our Gold Mist shoe rack, can enhance those sentiments. It's all about giving your shoppers a boost of confidence when they leave your boutique in their new professional apparel.