I suggest implementing a costume system such that you can wear clothing that masks your armor but does not replace it. For example, currently the way things work is you have your armor and your street clothing. You cannot use your street clothing while fighting. Why not make it so you can wear street clothing on top of your armor so that you can still fight while wearing it? I have played other games that do this exact thing and it really increases the cash shop sales because people like to look unique both in town and out in the field. Selling costumes in the cash shop allows you to highly modify your appearance without affecting game play.
I saw a few clothing sets in GW2’s cash shop that I would have likely purchased if it weren’t for the fact that it was for town only.