Editorials

In its recently published study, “Alternatives to the Predominant Drycleaning Processes,” the North Carolina Department of Environmental and Natural Resources presents a realistic look at today’s drycleaning technology and its prospects for the immediate future. The study acknowledges the many rapid changes that have taken place in drycleaning over the past 10 to 15 years — dramatic reductions in solvent use, introduction of new equipment and advancements in operating procedures. Equally important, the study acknowledges the “mom-and-pop” nature of the industry and that most cleaners can not afford to gamble their precious capital on untested systems, nor can they afford the costs of an ever-growing body of rules and regulations.

In the end, the report concludes that the government’s role should be to encourage the continuation of the industry’s track record for self improvement by offering financial incentives that will result in even more efficient and environmentally safe operations. This is welcome news coming from state officialdom. Too often we have seen a governmental approach that seems to view drycleaners as rogue elements who need to be captured, corralled and made to conform to a vision that exists in the high-minded dreams of bureaucrats but is not possible in the real world of garment care. Drycleaners must first satisfy the daily demands of customers who have clothes that need cleaning and finishing; technology is not an end in itself but a means towards satisfying those demands.

The realistic approach taken in North Carolina is no doubt due to the participation of many industry people — drycleaners, equipment manufacturers and distributors, solvent manufacturers and their representatives, and researchers — who sat on the panel that guided the study. They represented diverse interests within the industry, but whatever their background, their hands-on knowledge of how the drycleaning business really works puts a stamp of legitimacy on this study in the eyes of the industry that many other government-sponsored studies of the industry have been unable to claim.

As NCDENR’s Bill Albright, the study group’s leader, wrote in a cover letter that accompanies the report, “Some of the findings are substantially different from what many of us understood about this industry at the beginning of the study.” We hope the improved understanding of the industry that North Carolina officials gained will spread beyond that state’s borders.

When the economy gets tough, the tough start economizing.

Recessions have a funny way of clamping down on consumer confidence, and, when consumers lose confidence, wallets stay closed and goods and services become prioritized. Which purchases are necessary and which ones are frivolous?

While drycleaning may not rank as important to households as food, shelter and cable TV, there are still a lot of customers out there who need to look their best for their job. In fact, there is a growing trend of businesses becoming more serious-minded in the wake of the tragic events of 9/11 and the subsequent economic downturn in America. Companies treading through dire financial straits are countering back by conveying a strong sense of professionalism to their customers.

The reason is simple: when consumers lack confidence, perception means everything. Those who have no money to spare want to make sure that every dollar is spent wisely. Why invest in a company unless you believe it will succeed? Why believe a company will succeed unless that company believes it will succeed and projects itself accordingly?

People are becoming more stringent with their finances, so if you want to keep your customers, you have to sell yourself to them. It’s time to ante up your level of professionalism. It’s time to take hold of your business and be aware that American consumers make judgment calls all the time. Whenever we walk into a place of business, we quickly size up the aesthetics of the environment. Is it neat and orderly? Are the employees smart, kind and helpful? How are they dressed?

None of us want to dine at a restaurant where the roaches are busier than the busy boys, so why would anyone clean their expensive wardrobe at a place where the counters are messy, the staff lacks knowledge and the owner wears sloppy clothes?

Customers won’t keep coming back unless they have reasons. Only you can provide them with those reasons.