A new look for consumer newsletter
The International Fabricare Institute hopes that less is more when it comes to
the Clothes Care Gazette, the association’s monthly
consumer newsletter designed to give drycleaning customers
valuable information about clothing care.
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One advantage of the change to the
newsletter is that cleaners will be able to distribute it
easier to customers since it will fit into a #10 envelope that
carries no postage increase.
In addition to being easier to read, IFI
hopes that readers will be drawn in easier by the short
articles and newly-formatted eye-catching graphics. Cleaning
and clothing tips will be more brief and to the point, but will
not lose their relevance to consumers since the new version of
the Gazette will contain as much information as the previous
version.
“The information provided in the
Clothes Care Gazette is valuable and pertinent,” said
Harry Kimmel III, the publication’s editor.
“It’s a challenge to stay current with what’s
going on in the industry and translate it into language
consumers can understand. The Gazette lifts that burden from
members so they can give the information to their customers and
focus on running their business.”
Other changes to the Gazette will include
being printed on brighter, more vibrant paper and a new, more
modern masthead will seek to catch the attention of customers.
The old slogan, “A Consumer Publication Brought to You By
Your Fabricare Specialist” has been modified into a more
direct one: “Your Source for Information on Extending the
Life and Value of Your Wardrobe.”
Despite the changes to the Gazette, IFI
reiterated that each issue of the publication will:
• Be professionally produced;
• Be packed with valuable consumer
information;
• Cost only a fraction of the full
production costs;
• Enhance the credibility of the
drycleaner who sends it to customers;
• Stress the pertinence of
professional cleaning services without overtly selling the
idea;
• Serve as a marketing tool to
promote drycleaning services, particularly the specific
services of the operators who give the publication to his or
her customers.
IFI also noted that at the top of each
issue of the Gazette is a blank area for stores to print their
store contact information to help build customer loyalty and
brand awareness.
The Clothes Care Gazette is available
exclusively to IFI members. For subscription information,
contact IFI’s Barbara Wagner at (800) 638-2627, ext. 135.
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