You may like to read the article about Moretons which appeared in 1997.
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Geoff and Hilda Moreton
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"If it ain't broke then why fix it?" This and a number of other possible
sayings would summarise the formula for Moretons Menswear's continuing
success. I stumbled across their store the other day and after a long
absence I wondered if things would be the way I remembered them.
The special Moreton quality unchanged
Out in front, as always, the smiling faces of Mrs. Hilda Moreton and son
Geoff Moreton. Still enthusiastic and happy to assist or just let you do
what you need to do to shop for clothes. Their values of quality, value,
service, fashion and comfort still unchanged and obviously so. Still a
'bricks and mortar establishment' as Geoff would say proudly. Judy,
another staff member was also standing in the shop leaning on a rack of
Farahs still smiling warmly and ready to assist in measuring a waist size
or helping choose a colour.
People age and shops change, but everything is so familiar as if nothing
has changed, yet there are slight differences. Must be the new paint on
the walls or perhaps they have rearranged the racks.
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A stack of heavy duty moleskins
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The clothes are neatly presented and, without overloading your senses,
there is a lot to look at. English Moleskins, lightweight, heavyweight,
Farahs, Bensons, reefer jackets, belts, Merino wool socks, and a fitting
room complete with tailoring services to get a tuck here or a cut there so
that the 'feels good' becomes a 'feels right'.
What's more is that the information that you give to get an item tailored
to suit your shape is recorded and remembered for next time. In fact you
could call Geoff from Inner or Outer Mongolia and tell him your name and
what you bought last time and he would probably tell you your waist size
and colour choice. It's what they used to call customer service before the
day of answer machines and telephone menus. But Moretons sells over 8,000
pairs of pants a year. Surely Geoff cannot remember everyone's details-
perhaps he has a computer chip sewn into his brain...
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Measure-man
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Shopping satisfaction
So once again I have found what I am looking for and cannot leave the store
without purchasing two pairs of heavyweight moleskins- "the only things
that can ruin those are acid and barbed wire" I hear Geoff say as I hand
over my credit card. For some reason I never get tired of hearing that.
When I say it to my friends they don't smile or laugh or do anything, yet
when it comes from Geoff it sounds right. It may be that how it sounds in
my head is what makes it sound good.
All paid up and off I go for another few months or years or whatever. I
know Moretons will still be there the next time I want some quality,
service, fashion, comfort or just to hear those sayings that Geoff keeps
saying that make Moretons all the more memorable.
Moretons Website
and shopping cart
What is even better is that, for this most recent shopping experience, I
didn't even have to leave home. I actually purchased my moleskins online at
the
Moretons website. So now for people who can't get down to the store on
Colombo Street, there is a place to go to get that Moretons experience, or
at least, a cyber version of it.
Complete with pictures of products, 'fitting room', membership sign up form
and shopping cart with facility to pay on line via a secure order form the
site has comprehensively covered all bases. The site has a feel of being
in a virtual Moreton's store and with simple design and uncluttered pages
the experience of clicking through your shopping is pleasant- just as Geoff
would want it to be.
The site is intelligent and has a memory too so your information that you
input for alterations and delivery address etc. is committed to a database
which will allow the site to 'recognise' you next time you're there. I
thought Geoff's memory sounded too good to be true! Security is of a high
level and for those who wish to dodge technology for a while longer there
is a facility to print the order and fax it to the actual store in
Christchurch. No matter what you like at Moreton's you will find the same
on line at the site.
Moretons- the store that never changes but keeps up with the times.
Fifty years and counting...
