Fit before style....but no need to stress! Even if you don't want/can't afford a full fitting, one of your shops should be able to do a mini fit to help you get into the correct size. If they can't or won't do that, search for an online fit calculator, there are a number of posts in this forum suggesting ones you can do yourself/with a friend. Then use those measurements to compare different models on top tube length and standover height. Then you can call around and ride some potential matches!

They shouldn't be steering you to models based on resale (!) but based on fit and your riding style and goals. There are very few tall WSDs, so if your torso and arm length allows it you'll find more options in mens.

And +1 to what Tulip said -- yeah, Trek & Specialized are best known, but consider a few other brands. My experience is that the biggest shops in town carry those brands, but sometimes smaller shops will offer more attention and a different variety. I'd consider adding Raleigh, Cannondale and Fuji to the mix...