Category: Dry cleaning industry
Dry cleaners are quick to tell you all about their “great” dry cleaning machine and their “great” dry cleaning solvent or fluid.
The implication is that true quality cleaning is all about machines and solvents or fluids.
That’s a false and misleading premise.
Truth is, true quality garment care is the result of the integration of the right dry cleaning machines and right solvents or fluids into a garment care process that involves an entire chain of specific tasks. Independent of the process, the dry cleaning machine and the solvent or fluid are worthless.
In this post, I explain why it’s important to understand your dry cleaner’s process instead of focusing solely on the brand of the dry cleaning machine or the generic type of solvent or fluid used.
Many dry cleaners have been led to believe that it’s critical to add blog posts to their websites in order to “engage with a wider audience.” This has led to a proliferation of blog posts on dry cleaner websites that can best be described as bullcrap.
In this post, I identify some of the common threads that run through these blog posts and provide an example of a blog post that’s sure to provide you with a hearty chuckle.
I’ve recently noticed a new trend in the dry cleaning industry: Dry cleaners who’ve spent years trumpeting themselves as “Organic Dry Cleaners” are moving away from that claim and/or that trade name.
Whether the term is “organic” or any of it’s substitutes — enviromentally-friendly, eco-friendly, non-toxic, green, natural, etc. — these words mean absolutely nothing.
Fact is, the use of the term “Organic Cleaners” is nothing more than a con on an uninformed and gullible public.
In this post, I discuss why “Organic Cleaning” is a con and why dry cleaners who’ve spent years trumpeting themselves as “Organic Dry Cleaners” are moving away from that claim and/or that trade name.
RAVE FabriCARE is celebrating it’s 30th anniversary.
It all started in a small 1,800 square foot retail center in 1988.
In this post, I explore the genesis of the idea to start a fabricare business and how the vision of extraordinary care for fine garments, household textiles and accessories has guided our every action for over 30 years.
Every new entrant into the dry cleaning market place will enthusiastically tell you all about their plans to “revolutionize” the industry.
They’re always full of “new” ideas that, they believe, will turn the dry cleaning business on it’s proverbial head and generate wealth beyond their wildest dreams.
More specifically, they’ll tell you that they’ve developed a “new concept” — a better mouse trap. And that everything will be “different” and “better”.
Dig a little deeper and you’ll soon recognize that most of these “new” ideas have been around for quite a while and that there’s nothing new to be found.
Fact is, the only thing “new” about their concept is the glitzy marketing package that surrounds the very ordinary product they deliver.
In this post, I use Procter & Gamble’s franchised operation, Tide Dry Cleaners, to illustrate my point.
Every dry cleaner swears that they really care about your fine garments and household textiles.
But do they really care?
Out of 26,000 dry cleaners in the USA, how many really care about your fine garments, household textiles and accessories? I’d bet fewer than 25.
In this post, I’ll explain why the work delivered by value (discount), ordinary (middle market) and most wannabe (illusion) dry cleaners is incompatible with caring.
Many dry cleaners glue or heat seal barcodes on your fine garments and household textiles.
When you ask dry cleaners why they glue or heat seal barcodes on your fine garments and household textiles, they’ll tell you that they do so in order to “track your items through their production system”.
That’s the pronounced reason or spin. The real reasons are different.
So the critical question is this: What should you do if you discovered that your dry cleaner glued or heat sealed a barcode onto any of your garments or household textiles?
The overwhelming majority of dry cleaning customers probably couldn’t care less. All they want is a “cleaned and pressed” garment or household textile at the cheapest possible price.
Other customers — particularly those with a large investment in their fine garments and household textiles — may frown upon this practice. For those individuals, what are your options?
In this blog post, I prescribe a course of action and, if that fails, an alternative approach.
Ordinary cleaners have a unique approach to setting prices. They start by analyzing the prices charged by other cleaners in a 5 to 10 mile radius prices. Then they ignore those comparative prices and set the final price by sucking it out of thin air, modifying it to end in a 1, 3, 7 or 9 and confirming it by gut instinct.
Their prices are, in effect, the highest prices they think they can charge relative to the competition and relative to the “quality” of the product they deliver.
Then they spend months agonizing whether their prices are set at the appropriate level.
In this post, I hypothesize that the primary reason customers patronize ordinary dry cleaners is because of price, not quality of product. I also argue that customers who focus solely on price are customers that are not worth pursuing under any circumstances.
On the other hand, if ordinary dry cleaners dramatically improved the quality of the product they offered, their clients would drool over the quality of their work and they wouldn’t have to spend years agonizing whether their prices are set at the appropriate level.