National Clothesline

There are few among us who will not universally agree that all brides are beautiful.

The most precious memory of their lives is when they were “Queen for a Day.” The memory never fades, and the sight of a prominently displayed wedding gown will always spark cherished

moments of that pleasant and happy day.

Yes, drycleaners have known for a long time that displaying a beautifully cleaned and securely packaged wedding gown will attract that high-end customer, that preferred clientele whose expensive wardrobes demand that extra touch in processing and subsequent higher price.

They know those select customers can afford to have their clothes cleaned more frequently, many times simply to freshen up and, quite honestly, price is never a factor.

Sheer logic dictates that if we can clean that most valuable and precious gown, we can most assuredly do an excellent job on anything and everything else. This entire process calls for an ability to know the rules and formulas for proper merchandising and marketing.

Gown cleaning, by far, is the most profitable service a drycleaning plant can offer. It does much more than just secure your reputation as a prestigious and knowledgeable business. It clearly states “We can process your most fragile treasured, and valued garments!”

We have all heard the statement “a picture is worth a thousand words” and this is where a little bit of merchandising must take place. All gowns should be displayed when finished.

This should never be taken for granted. There never could be a better sign or poster telling your customer just what kind of drycleaner you are.

If you are considering doing all your gowns on your premises there are a few rules that are mandatory and must be followed.

The secret?

What’s the secret to fragile gown cleaning and finishing? There isn’t one! Most cleaners report it’s easier than regular work.

Part of the mystery lies in prespotting, careful inspecting and the very best in packaging! In fact some 75 percent of all wedding gowns are treated on the gentle, hand wetcleaning side.

Why?

Simply because wetcleaning is the safest and least abrasive method.

It’s important to know some of the rules of safe handling and to have the facilities for these somewhat larger and fragile garments.

Most gowns have little or no ground-in soil except for the hem, which of course must be prespotted and hand brushed. This can be done on the spotting board, with the bulk of the gown in a clean, empty hamper, and simply rotated till all the soil is put in suspension and removed in processing.

Next, this a good opportunity to inspect the front of the neckline for lipstick, make-up and any spills, such as wine or coffee, both sleeves and front. The knowledgeable spotter should be well aware of what will be removed easily, that is soluble, through testing the material.

The decision to wetclean or dryclean is, of course, made by the spotter and the protective or precautionary methods are to be followed.

All sequins and beads are to be carefully tested in the least obvious spot with perc or petroleum.

Using drops from a perc-filled eye dropper while rubbing vigorously will show its solubility or loss of sheen and to determine that it cannot be serviced by drycleaning.

Check the labels

Next, labels will tell us the fabric’s composition, but this should not be totally relied upon due to vast amount of fabric imports.

It’s wise to continue testing using the Spectralight, which is an ultraviolet light that will reveal hidden stains and weakness in the fabric, such as the underarm area.

If a small piece of fabric can be cut from an inside seam, it can be subject to a burn test which will reveal a light ash if it is cotton or linen base and a hard bead like if it is synthetic. This is also an opportunity to test for color fastness if there are any strains or ribbon that could possible bleed in processing.

Extra protection

All gowns should be placed in an oversized net bag (30x40) without an abrasive metal zipper and, in many cases for more protection, the gown can be turned and processed inside out.

Regardless of whether the garment is to be drycleaned or wetcleaned, a protective net bag should be used.

Prior to processing, all beading and sequins have to be carefully inspected and a seamstress should make the necessary tightening before cleaning. The counter sales person should be fully aware of this inspection and any additional cost.

In some cases, very fragile beading will require a protective layer of netting to be sewn on top for further protection.

All gowns, and especially the heirloom variety, will only take a gentle hand-soaking with little agitation in lukewarm water and a light lubricant detergent, then hand-rinsing and extraction and air drying.

If the choice is made for drycleaning, then the cleaning unit should be put on gentle cycle, in a net bag, and a high level of solvent using a short cycle, rinse with clear solvent and light extraction. Precaution should always be taken in pre-spotting, as the operator wants to avoid the risk of re-cleaning.

The finished product

For finishing, the operator’s skill and technique are required. I find that the most common fault is that the finisher makes little preparation in allotting the correct amount of space in the work station and many times new stains and damages can occur.

There is no better inspection station than on the finishing station.

Any blemish short of perfection should be reported to the spotter. In some cases, the steam will bring out an unseen stain, which can be easily corrected.

There’s an even simpler method of handling fragile or heirloom fabrics that still gives you the reputation of being the best drycleaner in town! Are you ready for another secret?

An even easier way

Many major drycleaners of gowns do not do them at all but send them out — not because that they don’t know how, but because the average facilities are designed around production, and not one-at-a- time special pieces that require extra room and can tie up a hand-rubbed spotting board for the hemline, or a silk finishing station, with yards of a cumbersome flouncy long train.

Here comes the specialist with a complete program that anyone can follow. You accept the gown with a base price of approximately $100 (prices vary with each specialist).

Your wholesale cost is approximately $50. You should not accept any gown without at least 50 percent deposit or more.

Next, the gown is insured and shipped to a gown cleaning specialist where the gown is inspected and you are advised of final cost or the risks, if any, such as beads to be restrung or unserviceable accessories, any repairs, etc.

You then contact your customer, who has already signed a standard release form and the process of cleaning continues.

When the gown is finished, it is very expertly packed to prevent yellowing, mildew etc. and hermetically sealed in an attractive window view display box, then placed in a strong protective outer shipping box. It is now insured by the wholesaler and shipped back to the cleaner.

Why is this a good adjunct to your regular drycleaning business and an excellent way for diversifying?

For one thing the profit is easy to take. But it does much more.

Picture a white gown hanging in your store, with the special packaging of a multi-colored poly bag, an ambassador sash across the front, and slowly revolving on a special turn table, either on a hook from above or on a stand, perhaps in your window and, if possible a night light, which also offers security when the store is closed.

Some say it can cause a traffic jam, for curious onlookers.

Now, do you think that the average woman would not notice and pause on that displayed gown and reminisce about her own wedding day? And don ’t you think she would surmise that the cleaner must do good work if they advertise gowns cleaned! You can bet she would!

It’s an excellent “make-sense” idea, all with little or no investment that promotes your service, can make money, and boost your image and appearance.

Can any other product offer as much, for so little?