Joe – 6/10/00
You may like to read the article about Moretons which appeared in 1997.
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Geoff and Hilda Moreton |
"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 |
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 |
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…
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Moretons shop |
To experience Moreton’s visit: www.moleskins.co.nz