FROM OUR NOVEMBER ISSUE: MILESTONES-111+ YEARS! FORD’S CLOTHIER, ROCKY RIVER, OHIO
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Ford’s Clothier is a 3,000 sq ft menswear emporium that was founded in 1913 by William Ford in Cleveland, Ohio. He was succeeded by his son George and then his grandson Geoff. Paul Gorton (who started working for Ford’s as a stockboy while in high school) purchased the store from Geoff in 2008. The team includes Paul, his sister Sally Gorton, Bob Carlson (Paul’s coworker for 50 years) and tailor Tony Donofrio, a 30-year employee.
Ford’s mix is split evenly between tailored clothing and sportswear. Best-selling brands include Jack Victor, Ballin, Peter Millar, Johnnie O and Tommy Bahama. Paul Gorton believes in the power of in-store vs. online sales. “We don’t have a selling website,” he unapologetically explains. “My feeling is that customers want to see, touch, try on, and feel the product. Several ways to do more business when traffic is down: get current customers to purchase more when they’re in, or have them come in more often. It’s our responsibility to do this, and to get referrals. Word of mouth advertising still works.”
Gorton maintains that the best part of his job is building relationships with customers and vendors. “I’ve helped the parents and grandparents of many of my current customers. There’s no downside to this career. It’s been a part of my life for the past 53 years.” He also happens to teach at a local university, where he talks to students about the benefits of wearing nice clothes.
“Education is key to our success over the years. Good things happen to well-dressed people. They look better, feel better, and do a better job.”
Asked for his success secrets, Gorton is thoughtful. “We don’t try to be everything to everyone. We know our limitations and have stayed relatively small. Over the years, we’ve been approached about expanding and have resisted the temptation. We’ve been located in a wonderful community and have tried to be responsible and respected citizens. We work hard to build relationships with our customers so they come back. Being consistent with our offerings has been a big factor in our success. Good help, good tailoring and respect for our customers go a long way.”