National Clothesline

It was at a Clean Show 10 years ago that the parade of alternative solvents began. There we saw the first tries at liquid carbon dioxide cleaning. And a new solvent called Rynex made the scene. Wetcleaning was also making noises with new washers and dryers designed to handle garments previously thought to be “dryclean only.” Each show since then has brought new developments. Petroleum solvent machines, which had all but disappeared from industry shows, began a resurgence, along with new, higher flash-point solvents to run in them. In 1999, the last time the Clean Show was held in Orlando, GreenEarth solvent was launched. At the last Clean Show, machines capable of running any of several of the new solvents appeared. It looks like we will be seeing even more of them this year. One company now says it will show a machine that capable of either drycleaning or wetcleaning.

Through it all, what we have not yet seen is the “perc killer.” The new solvents have proven capable of doing the job, but perc remains the cleaning solvent of choice for the majority of cleaners, despite pressure from government regulators and landlords. If the day ever comes when drycleaners are forced to abandon perc, they’ll have plenty of choices. And as we learn at each Clean Show, those choices keep getting better. But so too has perc cleaning technology. It’s not surprising that many have taken a “wait and see” position. Whether you’re waiting or buying, the Clean Show is a great place to see.

The parade of innovation has not been limited to cleaning technology. Finishing, the most labor intensive part of the process, has seen advancements with the increase in tensioning equipment and designs that are intended, in the well-chosen word of one company, to “deskill” the job, allowing for better quality work with less training. And now we are seeing further automation and computer control of the process from mark-in to assembly with microchips that can help track a garment not only throughout the plant, but also throughout its life.

The parade continues this month in Orlando. March in it or watch from the sidelines, but don’t let it pass you by.

In the U.S., consumer spending comprises about 65 percent of our Gross Domestic Product, which basically means that the strength of our economy hinges heavily on consumer confidence and consumers’ willingness to part with their hard-earned income. Even when the economy is booming, Americans prefer to spend their money wisely, getting the most value possible. It’s in our nature. With that in mind, the best way for a cleaner to fortify consumer confidence is to be professional. Stellar customer service and a high quality finished product are smart places to start, but none of that matters if new customers never walk through the door in the first place. The problem lies in getting those potential customers to trust you before they have even done business with you.

You can try to solve that problem by advertising the quality service you provide, but why should anybody believe you? You could rely on word-of-mouth to bolster your reputation, but that’s hardly a quick, free-flowing artery for new prospects. Wouldn’t it be a lot simpler if consumers had a sure-fire method of telling the good plants from the bad? Wouldn’t it be nice if the best, most reliable cleaners had an easy way to distinguish themselves from the rest of the industry? Then, consumer confidence wouldn’t be an issue. Customers would actually seek you out for a change, instead of the other way around.

Thanks to IFI, that idea will soon become reality. At Clean ’05, the institute plans to debut its new “Award of Excellence” program that will give points (and thus, higher status ratings) to cleaners who achieve professional standards by meeting various criteria. In order to even take part in the program, cleaners must belong to a trade association, abide to a strict set of Customer Service Principles and perform at least one Cleaning Performance Test annually. This exclusive club will certainly benefit cleaning customers who will now confidently expect their clothes to come back clean, stain-free and properly finished if they see an “Award of Excellence” logo at a plant. Of course, by that logic, it also stands to reason that consumers will have much less faith in the shops that don’t have one. After all, you could be the best drycleaner around, but if a consumer doesn’t have a reason to trust you, then they will not have a reason to be your customer.