Once the customer is comfortable, King gets to work learning about the man’s needs and personal sense of style. The conversation typically starts with what type of work the man does or what occasion he needs to dress for.
In many cases, King says men aren’t fully comfortable in what’s in their closet because styles and trends may have changed since they bought those garments.
“A customer will put on his coat and pants and he may be wearing a pleated suit that he had 10 years ago,” King says. “And we can immediately say here are the five things we would change.”
Often, it’s the details that men think aren’t a big deal that can make an old suit look dated. A coat that’s too long. Sleeves that are too full. Shoulder pads that are out of proportion. Pleated pants that are too baggy.
The solution, says King, is to walk his customer through several try-on garments to get a feel for different cuts and fits. That’s when the magic happens.
“He’ll look in the mirror and be like, ‘Wow! Yeah, this is a big deal,’ and the whole look is more flattering,” King says. “After we spend some time with them, they’re excited as hell to get a new suit.”