A Consumer Guide To Dry Cleaners

Transcription

1 A Consumer Guide To Dry Cleaners By David Whitehurst Choosing an honest, reliable and competent dry cleaner Choosing the right dry cleaner for you The differences you need to know about dry cleaners Finding the right dry cleaner for you

2 A Consumer Guide To Dry Cleaners Contents The Differences in Dry Cleaners... 4 Low Cost Dry Cleaners... 4 Full Service Dry Cleaners... 5 What About Hybrid Dry Cleaners?... 6 What About The Dry Cleaner s Guarantee?... 6 Cleaning and Pressing... 6 Damage to Clothing... 6 Common Misconceptions of Dry Cleaners... 7 Questions To Ask A Dry Cleaner Getting the Most From Your Dry Cleaner Checklist For Finding The Right Dry Cleaner For You Closing... 17

3 Introduction To A Consumer Guide To Dry Cleaners Hi! I m David Whitehurst. Thanks for giving me the opportunity to provide you with information about dry cleaning and help you choose a dry cleaner that s right for you. I ve been in the dry cleaning business for over a decade and undertook this project to explain the differences in dry cleaners. Different people have different needs from their dry cleaner. This Guide is intended to help you decide what s best for you. Over the years in this business, I ve learned that there are many misconceptions about dry cleaning. There are also a lot of people disappointed by their dry cleaner and often for good reason. But sometimes it s because of miscommunication of the services provided. Is this disappointment because the dry cleaner didn t do their job correctly...or is something else involved? This is why I decided to offer you a comprehensive consumer education guide. I hope this will help you can make an informed, intelligent decision. In this guide, I ll share with you The basic differences in dry cleaners Seven costly misconceptions about dry cleaning Six questions to ask a dry cleaner Tips for getting the best results from your dry cleaner If you have any questions about dry cleaning, caring for your clothes or our services, please call me at Sincerely, David Whitehurst

4 The Differences in Dry Cleaners There are two basic business models for dry cleaners I ll call one a Low Cost Dry Cleaner and the other I ll call a Full Service Dry Cleaner. The information I am presenting may be generalizations and there are likely to be exceptions to the points I am making. But my experience in the dry cleaning industry offers that these differences between business models of dry cleaners are fairly consistent around the country. Low Cost Dry Cleaners As this name implies, a low cost dry cleaner tries to operate at a low cost. Productivity and efficiency are the key to their success. The more steps required to clean and finish (press) the clothes, the less productive and efficient they become. There is nothing wrong with this model. If you need basic cleaning and pressing and are willing to give up some things, a low cost dry cleaner might save you money. But don t forget that a bad stain not removed by a low cost dry cleaner that doesn t do a pre- or post cleaning inspection for stains, or doesn t have the technical expertise to confidently remove stains, will cost in replacing the garment. Perhaps a more technically oriented dry cleaner would be more successful and cost you less in the long run. Some of the services that you might miss with a low cost dry cleaner include: Removing spots and stains - Some stains come out during the normal cleaning process and some require special attention before cleaning, special attention after cleaning and recleaning the garment after working on the spot. Many low cost dry cleaners will only remove spots that some out during the normal cleaning process. Replacing missing or cracked buttons Repairing lose hems or seams Free pickup and delivery Finishing a garment with the right press or steam treatment Inspecting their work looking for problems that need correcting Paying for your cleaning when you pick it up rather than when you drop it off A low cost dry cleaner may say it does some or all of these...just like a full service cleaner. But it really can t do many of them if it s going to stay in business at the lower revenue level. A low cost dry cleaner will most often clean your clothes with little, if any, attention to the finer details of garment care procedures. You ll get a basic cleaning of the garment, but most often, not a lot more. Giving little more than the basic cleaning effort will allow a low cost cleaner to use less labor so it can make money on the lower amount of revenue it earns from its services. This business model allows a lower level of garment care knowledge.

5 Full Service Dry Cleaners If your objective is to get the best quality cleaning, pressing and overall care for your clothes in order to maintain your wardrobe investment and your outward appearance, you need to pay a little more and find a full service dry cleaner. Unfortunately, all full service dry cleaners do not do all of these services and do not always do them correctly. There is no single dry cleaner that does everything right every time, whether a low cost or a full service dry cleaner. A full service dry cleaner will provide you with several services that most low cost dry cleaners will not, such as: Same day dry cleaning and laundry service Emergency service when you need something right away Garment inspection before cleaning looking for problems that need correcting Garment inspection after cleaning looking for problems that were not resolved during cleaning and for new ones that may appear after they are cleaned (yes, this can happen with a number of stains) Shirt cuff and collar pre-treatment to get these soiled areas looking their best Spot and stain removal Higher quality soaps, sizing and cleaning formulas used Longer hours or after hours pickup and drop off capabilities for more convenience Garments are individually pressed for a crisp crease and smooth finish rather than with a steam tunnel only On-site dry cleaning and laundry service (rather than shipping your clothes to a central dry cleaning plant) which helps to maintain quality and prevent misdirected items Dry cleaning formulas that are pure and clean through frequent filtering, distillation and equipment maintenance Pads on pressing equipment replaced routinely to reduce broken and cracked buttons and produce better quality pressing Buttons replaced automatically Hems and seams repaired when they come lose when cleaning Free pickup and delivery Covered drive thru for convenience Pay for your cleaning at time of pick up, or are billed monthly, rather than at time of drop off Get to know you as an individual and your specific needs and preferences Most low cost dry cleaners simply can t or won t provide these services because they cost time and money...and sometimes greater effort and knowledge. If you find a low cost cleaner that does most of the about services, you have found a jewel. The only problem is that it might not be in business for long.

6 What About Hybrid Dry Cleaners? A dry cleaners that is somewhere in the middle of a low cost and a full service dry cleaner I call a hybrid dry cleaner. You re not quite sure what the dry cleaner represents...low cost or high quality and full service. Maybe they act like a full service dry cleaner at the front counter, but their cleaning and pressing procedures might be the same as a low cost cleaner. I personally dislike operating a business under different names. Some dry cleaners operate under a one price concept, say $1.99 per piece. It might also operate another store under a different name and charges $4.99 per piece. The clothes they clean get exactly the same treatment so why the difference? Maybe it s to charge a higher price at one location. According to some operators I have talked to, this is also done so the consumer will not know that the different businesses are related. If Dry Cleaner A makes you mad, then you might go to Dry Cleaner B...and both are owned by the same person and clothes receive exactly the same care and attention. What About The Dry Cleaner s Guarantee? Another major difference between the low cost and the full service dry cleaner is the guarantee covering both the quality of cleaning and pressing and damage to clothing while cleaning. Cleaning and Pressing All cleaners should guarantee their work, both for cleaning and pressing. There should be no question about refunding or re-cleaning and re-pressing anytime you are not satisfied. However, keep in mind that stains can t be removed in all cases so just because a stain does not come out does not mean the dry cleaner did not do a proper job. You will typically have more of a challenge getting a low cost dry cleaner to refund or redo their work. But you can have that problem with some full service cleaners as well. Damage to Clothing It s not unusual for fabric problems to appear on a garment when cleaning. Sometimes it is because of a poorly made garment or even a older or worn out garment. And sometimes the dry cleaner will make a mistake and damage a garment. The process of machine cleaning garments puts stress on them, whether at home or at the dry cleaners. Damage to the garment can manifest itself during the cleaning process, and it can be the fault of the dry cleaner, the manufacturer or the consumer. So who is responsible for your shirt that suddenly rips apart at the elbow when cleaning? What about beading that melts or comes off when you dry clean your special blouse? What if the color in your sweater fades...or the hem in your pants comes lose? Who is responsible for these problems? It all depends on a lot of factors such as Was the care label written correctly? Was the garment made with reliable fabrics and dyes?

7 Was the care label instruction followed properly? Did the wearer spill something on the garment causing discoloration that might not be apparent when dropped of at the dry cleaner? How old is the garment? Fabrics don t last forever. Is the dry cleaner knowledgeable and experienced? I ll not try to defend the dry cleaning industry here because there are so many factors involved in these issues. I do know that problems with garments during cleaning are often cited as the main reason consumers give for being dissatisfied with their dry cleaner. I recommend that you find out what your dry cleaner s policy and practices are before you have a problem. Sometimes a low cost dry cleaner will do everything possible to avoid any responsibility for garment failure...even when the problem is caused by the dry cleaner. I ve seen some high quality dry cleaners try to get out of responsibility for the damage when there is some doubt about why the damage occurred. So it s important to discuss this with your dry cleaner. I m aware of some of the low-cost dry cleaners that will post a sign indicating that they are responsible for no more than $25.00 per garment in event of damage during cleaning. That s not much help if they damage a $ dollar suit. But what about damage to an older garment? Clothes don t last forever. Should a dry cleaner be responsible for the full cost or replacing the item...or should it reimburse for the depreciated value? Common sense says that the depreciated value is right, but how do you determine that amount? An industry standard was developed several years ago that considers the original cost of the garment, its age and other factors. Most high quality dry cleaners will follow that standard. A consumer who wants to be reimbursed for today s replacement cost of the garment may have unreasonable expectations. Seven Costly Misconceptions About Dry Cleaners I find that people who use dry cleaners are often not aware of the key differences between dry cleaning businesses. Or, as is more often the case, they re operating off of several common but costly misconceptions about dry cleaners without realizing it. Let s break these misconceptions down. Misconception #1: All dry cleaners are the same This misconception couldn t be farther from the truth. Full service dry cleaners offer a much broader array of services and attention to detail than lower cost operations. I have already reviewed many of the differences between full service and low cost dry cleaners. But...

8 Did you know that some low cost dry cleaners often reuse dirty dry cleaning solutions for multiple loads of clothes? They simply filter out the large dirt particles. That s like taking a bath in someone else s bath water. You wouldn t do it! A dry cleaner focused on quality cleaning would never do that. Other cost cutting measures some dry cleaners use include: Using cheaper soaps and solutions Limiting their hours of operation Shipping clothes to an off-site dry cleaning plant Charging to replace buttons and repair hems lost during cleaning. Most full service dry cleaners charge more than a low cost dry cleaner. Misconception #2: All stains can be removed Actually, some stains can t be removed. Any dry cleaner that tells you otherwise is not being completely honest...or isn t very experienced. They are more focused on getting that sale by telling you what you want to hear and not on earning your long-term business. Some stains are simply there to stay or can be reduced in size or severity only by risking permanent color damage in the area of the stain. That s every dry cleaner s fear...trying to remove a stain put in the garment by the customer but causing discoloration and having to pay a claim. Some dry cleaners will not work on removing difficult stains without a waiver of responsibility from the customer. When you get spots and stains on your clothing, don t try to treat it yourself at home...unless you really know what you are doing. The fabric, the stain, even the weave of the fibers making up the garment can change the way stains are removed successfully. Try to talk to the person who will be working on the garment and give full details of the spot You will most often find a professional dry cleaner at a full service cleaner where the work is done on site. You will not usually be able to talk to the professional dry cleaner at a retail drop off store because that work is not done at that location. Find the full service dry cleaning plant where the cleaning is done on site. That s where the expertise can be found. Misconception #3: I save money by washing and ironing shirts at home Ask yourself what your time is worth or calculate your hourly rate at work. Then, figure out how much time it takes you to wash, replace buttons and press your own shirts. How much would you have paid yourself to do this work at your hourly income? Even if you paid yourself just $10 per

9 hour, you get a better deal at a full service dry cleaner considering your time cleaning, pressing and pre-treating the shirts...and that doesn t even consider cost of your water, utilities and detergents. Misconception #4: Dry cleaning shortens the life of clothes I have heard and read that dry cleaning shortens the life of garments. Could that be true? The only way to extend the life of your clothes is to leave them in your closet and not wear them. The fact is that the quickest way to shorten the life of your clothes is to let them stay dirty. Dirty clothes simply wear out faster than clean clothes. A host of natural pollutants and chemicals cologne, smog, food, dust, rain attach themselves to our clothes each day and eat away at clothing fibers. Dirt picked up in the air acts like sandpaper on the fibers. A good dry cleaner will add sizing and other treatments to their cleaning formulas. Sizing helps to restore the absorption and wear characteristics of fibers. Letting these pollutants cling to your clothes by putting off a trip to the cleaners or even to your laundry room at home shortens the life of your garments faster than regular cleaning ever would. Clean your clothes regularly whether you do it yourself or use a dry cleaner and you will get more use from your garments. The longer dirt and stains sit on fibers, the more difficult they are to remove. Misconception #5: The only reason to clean your clothes is to get visible dirt or stains out Yes, the ugly ketchup stain on your tie is noticeable. But did you know invisible stains like those from clear soft drinks and white wine and odors like cigarette smoke become noticeable over time as well? Just like Misconception #4, the longer you wait to treat even unseen stains, the more likely your clothes will suffer permanent damage. Additionally, stains you simply wipe off like salsa or mustard will come back when the stain dries and could lead to other problems like discoloration of the fabric, pilling or other permanent damage. Clothes also look better when they re freshly laundered and pressed. It s an intangible quality but most people recognize when someone is put together. They look more professional, more knowledgeable and command more respect than those who choose to ignore the non-verbal impact that what you wear has on those around you. Misconception #6: Dry Cleaners are all the same so find the cheapest one around It may be that the low cost dry cleaner around the block suits your needs just fine if a basic cleaning and steaming is all you need. But many people need more from a dry cleaner when they really evaluate their cleaning and pressing needs.

10 If you need more from a dry cleaner such as regular spot removal, button replacement, hand pressing, pick up or delivery service, confidence that the dry cleaner will understand the requirements for cleaning and pressing your clothes, and you require cleaning of specialty items like draperies and comforters, then taking some time to find the right full service dry cleaner not just the cheapest or closest full service, professional dry cleaner will pay dividends in the end. Misconception #7: I have inexpensive clothes so I should use an inexpensive dry cleaner If you buy inexpensive clothes, it could make sense for you to use a low cost dry cleaner. But not if you want the added services that a full service dry cleaner offers. And not if you want the better look that comes from your dry cleaner taking more care and giving more attention to removing spots. Even inexpensive clothes will look better when cleaned in clean formulas and pressed properly.

11 Six Questions To Ask A Dry Cleaner You are about to trust someone with one of the most intimate items you own your clothes. Take a little time to get to know you dry cleaner and the professional practices they use before you entrust your wardrobe to them. After all, you wear your clothes every day. You chose them carefully to reflect your personality and send a message to those around you. Your clothes are a reflection of who you are. It is only shallow people who do not judge by appearances Oscar Wilde There are a few questions I recommend anyone looking for the right dry cleaner should ask. These questions will help you gauge the kind of service you can expect in your interactions with the cleaner and the attention to detail your clothes will receive. Question #1: Do you guarantee your service? You would probably ask a mechanic this question, so why not a dry cleaner? Find out what service guarantees the cleaners provide and what kind of limits, if any, might exist. The most common guarantee is for satisfaction with the cleaning or pressing. Free redo service should be standard, but that s not the case with all dry cleaners. What about damaged garments? How will you determine responsibility for the damage? Will the dry cleaner replace a garment damaged while cleaning or will she give you a credit for future service? And will the dry cleaner determine the replacement value or will you? Ask about specific garments and specific scenarios to understand the guarantee better. Question #2: Do you use fresh cleaning solutions? As previously mentioned, low cost dry cleaners often save money by reusing cleaning solution. They simply filter out the larger dirt particles and continue to use the soiled cleaning solution on future loads. Dry cleaners that use fresh solutions are proud of this practice and will be sure to tell you about it. Cleaners that cut corners may beat around the bush or try to hide the truth from you. Question #3: Can I get something cleaned, pressed and back to me in a couple of hours or less when I really need it? This question may be something that you need only occasionally, but when you need it, it s great to know if you will be able to get this service. Many dry cleaners cannot or are not willing to offer this type of service. This is especially true of dry cleaners that use a retail drop store store concept with a central dry cleaning plant in another location. There is nothing wrong with this structure...but it takes longer to transport your clothes between locations with a central dry cleaning plant and that makes emergency service almost impossible. Question #4: What are your hours and do they meet my needs?

12 You need clean and fresh clothes when you need them, not just when it s convenient for your dry cleaner. Look for a dry cleaner with flexible hours of operation or convenience services like free pickup and delivery or 24-hour drop off box and pick up lockers. You also want to find out what the turnaround time is for most garments. Does the dry cleaner offer same day service and emergency service? While most of the time you can wait for a dress shirt, accidents do happen and you may need your power suit or a special cocktail dress immediately, not in three or four days. Question #5: Do you work on specialty items? Some dry cleaners refuse to clean certain items such as: Comforters and bed spreads Linens, Draperies, Wedding gowns and evening wear Rugs Leather and suede Dry cleaners that lack experience with these items could easily cause irreparable damage to them. If you have specialty items you need cleaned on a regular basis, be sure to find a dry cleaner with expertise in these special pieces. Many low cost dry cleaners will not handle these items as may also be the case with some full service dry cleaners. This is a great sign of the experience and confidence of a dry cleaner. Use this question to judge expertise available at that dry cleaner. Question #6: What kind of training or certification do you have? Yes, dry cleaners can and should earn certification. Certificates show a dry cleaner has met a predetermined set of criteria outlined by professional organizations like the Dry Cleaning and Laundry Institute and the National Cleaners Association. Dry cleaners take exams to test their knowledge of fibers and fabrics, stain removal, environmental regulations, and the wet cleaning and dry cleaning processes. Dry cleaners can earn several certifications. They are: Certified Professional Drycleaner (CPD) Certified Professional Wetcleaner (CPW) Certified Environmental Cleaner (CEC) Certified Garment Care Professional (CGCP) (awarded after completing the three certifications above) Certified Wedding Gown Specialist

13 These certifications show that the dry cleaner cares about building professional garment care knowledge and staying up to date on the changing demands of the dry cleaning industry.

14 Getting the Most From Your Dry Cleaner Once you have chosen a dry cleaner, you enter into a partnership together with both of you doing your part to care for your clothes. The dry cleaner you choose will clean, press and repair your clothes. Here are a few things you can do to get the most from your dry cleaner. Plastic Bags: Take your clothes out of the plastic bag as soon as you get home from the dry cleaner. Most people think these bags protect your clothes, and they do...on the ride home. Once you hang your clothes up though, moisture and other indoor pollutants could get trapped inside the bag causing mildew, odors and other stains. Clothes need to breathe so take them out of the plastic and don t over-stuff your closet. Stains: Leave the stains on your clothes to a professional unless you truly know what you re doing. Blot or gently scrape the excess food or other substance off the garment and get it to the dry cleaner ASAP. Your home remedy could end up damaging your garment far more than simply taking your item in to be cleaned as soon as possible. If you treat a stain incorrectly, now your dry cleaner has to treat your home remedy and the stain making spot removal twice as hard. Undertake stain removal efforts only if you really know what you are going. You can try more remedies at home with the more resilient fabrics like cotton. But think twice about treating silk and rayon...even wool...yourself. Alert your dry cleaner to stains when you drop off your clothes. A full service dry cleaner should inspect for spots but there are always unseen stains or hidden stains only you know about. Be honest so your clothes come out pristine. Avoid: Avoid using certain personal hygiene products after you get dressed. These can adhere to your clothes and damage fibers or cause stains once they dry. This includes: Cologne and perfume, Hairspray, Lotions that contain alcohol or other chemicals that could damage the dye in your clothing, Deodorant and antiperspirants, and Toothpaste - always brush your teeth before you put on your good clothes

15 Checklist For Finding The Right Dry Cleaner For You I ve provided the basic information on the differences between low cost and full service dry cleaners, cleared up the basic misunderstandings about dry cleaning, provided questions to ask a prospective dry cleaner, and showed you how to get the most out from your dry cleaner. Now, it s up to you to find the right type of dry cleaner for your needs. If your needs are basic and focused on the lowest possible cost, find a low cost dry cleaner and pay less but also expect less than you will get from a full service dry cleaner. If you want quality cleaning, pressing and service, find a full service dry cleaner with convenient hours or pick up options. And have high expectations for them. I encourage anyone seeking a new dry cleaner or those re-evaluating their current dry cleaner to make a list of priorities and objectives, visit the businesses and ask the tough questions. I ve provided a checklist here to help you narrow your objectives or you can make your own list of considerations. Objective Lowest price Free Pickup and delivery service Same day cleaning service as standard Free button replacement Free hem repairs Pay for cleaning before work done Low Cost Dry Cleaner Full Service Dry Cleaner On-site cleaning Garment inspection before cleaning Garment inspection after cleaning Cleanest cleaning formulas Steam tunnel offering limited wrinkle removal Steam presses for best wrinkle removal Most attention to spot and stain removal Pre-treatment of shirt cuffs and collars Most convenient hours After hours pickup and drop off service Best guarantees Best quality soaps and solutions

16 The clothes truly do make the man (or woman). Make sure your clothes say the right things about you by choosing a dry cleaner that cares as much about your appearance as you do...and that could be a low cost or a full service dry cleaner.

17 Closing So what s right for you? Low Cost Dry Cleaner Full Service Dry Cleaner DISCLAIMER AND/OR LEGAL NOTICES While all attempts have been made to verify information provided in this book, the author assumes no responsibility for errors, inaccuracies or omissions. Any slights of people or organizations are unintentional. If advice concerning legal or related matters is needed, the services of a qualified professional should be sought. This book is not intended for use as a source of legal or accounting advice. Also, some suggestions made in this book concerning marketing, product sales, etc. may have inadvertently introduced practices deemed unlawful in certain states and municipalities. You should be aware of the various laws governing business transactions or other business practices in your particular geographic location. Any references to any persons or businesses, whether living or dead, existing or defunct, is purely coincidental. Printed in the United Sates of America Copyright 2012 David Whitehurst All Rights Reserved. No part of this work may be reproduced in any form without written permission from David Whitehurst