Starting from nothing after the war
At the end of the war he and Mrs Moreton saw the chance for a new start. With a partner he set up the firm Moreton and Nesbit in north Colombo Street. This was a time of critical shortages of cloth and clothing. As a returned serviceman he had the chance of an import licence, so he imported cloth and had it made up by local manufacturers.

The partnership built up a country clientele through itinerant trading with a hawker's licence. Mr Nesbit had contacts in the Leeston area where his father had been the local constable and they began their country trading there. The business grew from the combination of shop and country sales.

The Moretons describe these as "the gravy years" when everything sold. After years of rationing men were very short of clothes.

Business expansion into formal wear
The partnership lasted twelve years and then the Moretons ran the business on their own and expanded the venture. In 1957 they bought a tailoring company, Quality Tailors and Men's Outfitters Ltd, Bespoke Tailors. Many people now would not know what that term meant. Bespoke tailors made garments only to order for particular clients, not for general sale 'off the peg'. Material was plentiful and clients would choose their own fabric, be measured, have three fittings, and receive a beautifully tailored, well fitting suit - then required wear for many jobs and most social occasions.

Clothes 'off the peg' in the sixties
The sixties brought clothes 'off the peg'. The business moved to 610 Colombo Street and sold a wide variety of trousers, shirts, jerseys, suits, and ties - a general menswear business. The emphasis was on stock, service and promotion rather than on trimmings. The target market was men over thirty five who wanted good quality garments in the low to medium price range - and good service.

At this time the choice of stock was mainly manufacturer-driven rather than customer-oriented because imports were prevented by the government's policy of protectionism for local manufacturers. The approach to the market was not sophisticated - the business tried 'to be all things to all men'.

Change in personnel
In 1983 the business lost its founder with the sudden death of Mr Moreton. Fortunately Geoff had been increasingly involved from 1974 onward and took over management of the business.

Deregulation - a new challenge and a change of direction
In 1984 deregulation began and with it freedom to import clothes from cheaper sources. For this stock the large chains which had grown up in the seventies had the advantage because they imported in bulk - a return to the business conditions operating before 1935. This represented a new challenge for the Moretons. They responded by changing their target market and supplying better quality garments and the personal service that makes customers return because their needs are being met.

Specialisation - Moretons Trouser House
In 1991 Geoff went to Sydney and looked at menswear stores throughout the city. More recently he arranged to import trousers from Farah, who produce a product of excellent quality, variety and price. Farah trousers now constitute 80% of the stock. They have been made for thirty years in Fiji, but whatever country they come from there is a consistent standard of quality, price and style. Moretons stocks moleskins for both men and women.

A wide range of sizes
The store caters for trousers, shirts and jackets for big and small men. Send your measurements through the form on the website

Changes in fashions
Cotton casuals for warm or moderate temperatures
More and more people are wearing dressy casuals for most occasions and this has meant a great growth in cotton casuals. They are treated chemically to make them wrinkle free with a permanent crease, and can be dressed up when the occasion demands it. Even in the South Island they are warm enough to be worn for nine months of the year. They appeal to whoever does the washing because they are machine washable and require no ironing! Shirts and ties to complete the outfits are also on sale.

Moleskins for the colder days
Moretons have sold moleskins since 1990, but they are not new. Captain Cook's sailors wore them. What is new is their rise to fashion status and the styling and light colours. Now men and women of all ages wear them - from teenagers to grandparents.

Changing approaches will not work without good service and effective marketing
The Moretons' motto is 'By service we live or die.' The emphasis on service is seen in the attitude of all the staff. Geoff has older women assisting him with the sales, partly because 80% of the clothes for men are bought by women. There is an efficient, fast alterations service. The shop has extended its opening hours. For many years Friday night was the busy night, but since 1981 with the introduction of Saturday shopping Saturday is the busiest time. Often it is an informal outing for the family with the men in casual wear.

Shop's hours
The shop now closes in the early evening on Fridays. During the peak seasons - during the midwinter sale and before Christmas - the shop opens on Sundays from 10 am to 4 pm.

Selling worldwide around the clock through the website
Website requests are now dealt with seven days a week round the clock.

Changes in marketing in New Zealand
Until 1984 sales promotion was solely through The Christchurch Star, the paper read by most customers in the target market. With the increased sophistication in the clothing offered and the changes in the publication of that paper it was time to look at new media for the advertising.

1988 to 1991 was a time of recession in the clothing industry with businesses being closed, staff being made redundant, and factories being closed by the competition from cheap imports.

The upswing in business in 1991 coincided with a growth in radio and television advertising. Geoff Moreton, who had extensive training in communication and taught these skills for many years, decided to use his expertise to do his own polished advertisements,

With a leap of faith he gave up newspaper advertising. He occasionally uses radio advertising as boost at sale time or for special promotions. On Canterbury Television (CTV) he presents and discusses different garments in stock on "Good Living" with Kerry Pierson (8.30 am, repeated at 4 pm and 10 pm Monday to Friday) and "Shopping with Jo" (5.30 pm).

Freephone
New Zealand customers, do remember the freephone: 0800 22 20 20

Enduring values
Fifty seven years after the business opened Mrs Hilda Moreton is still keenly interested and makes occasional appearances in the shop. She and Geoff both demonstrate the values of the business - courteous service, friendliness, concern with meeting the customers' needs, efficiency and a sophisticated approach to the business world.