National Clothesline

It’s said that there are no stupid questions. But there are, indeed, wrong questions. We were asked such a question in a piece of mail from a drycleaner recently. The cleaner had only been in the industry a few months and was confused by some of the terms he was reading in our articles. Specifically, this drycleaner wanted to know what POG is.

Our first reaction was, “Take a course!” We’re not talking about advanced rocketry here. Just drycleaning basics.

Now admittedly we sometimes publish articles that can best be understood by readers with a background in chemistry or engineering, but we hate to think that using a term like “POG” is going over any drycleaner’s head. We also pity the customer who is taking clothes to a cleaner who does not understand such a basic term, one who maybe plans to take a stain removal course one of these days. If a cleaner doesn’t actually know any more about garment care than a customer, why should the customer bother going to the cleaner?

In the ideal world, anybody starting a drycleaning business would be familiar with the basics before opening his doors to customers. We know we don’t live in that ideal world, but we do operate in an industry in which opportunities abound to gain the necessary professional skills and knowledge.

There are those in the industry who would like to see the government establish some sort of licensing requirement that would make sure no one owns or operates a drycleaning business without a sound knowledge of the basics. It’s tempting to agree with such a plan, but our fundamental principles in support of free enterprise and against further government regulation make us skeptical. But we also believe in individual responsibility, and this means each cleaner is responsible to himself, his customers and to the industry as a whole to be equipped to do competent work. There is no doubt that professionally cleaned and finished garments are superior to home-cleaned items, but if those who are calling themselves cleaners are not capable of professional performance, there is little reason for the existence.

It’s a shame to think of all the cleaners out there who are struggling through each day without the knowledge to do the job the right way (which, curiously enough, is often the easy way, too). It is a double shame considering how easy it is to get that knowledge. The answers are out there, just waiting for the right question to be asked.

A new war is taking hold of America. It’s not a war with bombs or bullets, but there will be casualties nonetheless. Instead of frontlines, there will be bottom lines. The soldiers won’t wear helmets and camouflage, but, rather, suits and ties. Businesses all over America are struggling to keep afloat in a tougher economy. With the stakes so high, competition in the coming months will prove more intense than ever. Only the strong will survive.

Both the New York Times and Newsweek believe a new trend has infiltrated the country. Corporations looking for a strategic advantage are setting a precedent for others to follow by abolishing casual dress codes around the office. Businessmen and their clients have become more serious-minded, believing the road to success will be paved with professionalism. Nothing projects that better than a suit, which may explain why suit sales have increased lately. Americans may be worried about their financial future, but even though they don’t feel like a million bucks, they want to look it.

Obviously, this is good news for the industry. Now is an excellent time to go after a plentiful source of revenue: suit cleaning. A smart, well-developed marketing plan will not only bring the suits into your plant, but it will bring them in more frequently. After all, some customers may be tempted to lessen the trips to the drycleaner in order to save a little money. You cannot afford that, so it may be wise to remind your customers they cannot afford to wear a suit that doesn’t look its absolute best. Fortunately for them, you have the expertise and tools to make sure they never have to worry about that.

The new war has already begun. Instead of taking prisoners, both sides will be hoping to capture — and keep — customers. To win, a professional must look like a winner and who can better provide that service than you?