Drycleaners offer “Secret
Services”
was introduced to a new innovative product a few
years ago by Dan Eisen, who at the time was the chief chemist
and spotter of the Neighborhood Cleaners Association, and it
was indeed impressive.
The product was called the
“Spectralight.” No, it didn’t take out
stains, nor did it make their safe removal easy. In fact, it
even exposed the possibility that just the opposite might be
the
case.
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What this ultraviolet black light
accomplished was to reveal the deeply hidden imbedded stain,
perhaps exposing its tannin nature, or the weakness of the
weave and surrounding area.
Most important, it clearly demonstrated
the risk involved, which no drycleaner is obligated to assume.
It also demonstrated the standard of technology of the
drycleaner and the efficiency of the counter person.
It also detected “counterfeit
bills” so I called this the Secret Service, because it
was one of the many things drycleaners do on a continual
“no charge basis” and it’s now time to start
letting the public know our worth to society.
Wouldn’t you be pleased and
impressed if you required the counter person to bring out this
impressive black light and expose the seriousness of the stain
in question or the weakness of the surrounding areas to back up
your response to the question “Do you think this stain
can be safely removed?”
Out comes the Spectralight, and it’s
waved over the garment and reveals a host of old stains that
were never seen before! At the same time, it would disclose
flaws that had already shown signs of previous unsuccessful
work and weak areas worn through, such as under arms, etc.
How many drycleaner now take advantage of
this and show the tremendous strides and technical progress
that our industry has made in the last few years? This
demonstration is but a small observation of how we have
advanced and how we can educate the public still further in our
search for clean, odorless garments, clean air and efficiency.
Do we need to demonstrate?
Think of the laws now being enforced where
plants can only operate under the strictest conditions, making
rents horrendous and, more important, new legislation that is
getting more invasive. We have seen what California and Chicago
are going through and so is New England
Where will legislation strike next?
I think it’s time that we reverse
that trend and announce some of our hidden secrets!
We not only restore the clothes we receive
and accept regardless of poor conditions that are many times
beyond restoration. Yet they are returned and brought to
newness with resizing, brightness of color and packaged better
than when purchased.
Furthermore, here’s our long held
top secret — drycleaning returns your clothes germ,
vermin, and bacteria free!
Our solvents are not more air polluting
than many other industries, such as auto exhausts and fossil
fuel burning plants (where are those restrictions?).
But we remain silent. We know our solvents
remove all bacteria and, should any remain, our
high-temperature steam finishing will literally annihilate any
possible trace, and any possibility of being reborn. Examples
of that are our practice of moth and mildew proofing, which we
offer at no charge. Just another service, another “Secret
Service,” which we never disclose.
How can we inform our customers of this
service and not have the cost bankrupt our meek profit margin?
Now is the time to start “fighting back.”
Here are some facts. Our industry ships
several million plastic garment bags and an equal amount of
shirt and sweater bags, and boxes each and every month. Amazing
— but everywhere I call, I find they are all shipped as a
clear blank with no message when each piece of packaging could
be a colorful walking billboard.
The costs are minimal. What better way to
autograph your work?
Next, every order or garment could have an
interesting “hang tag” with a quick short-read
message.
This is a low-cost means of getting the
message to the drycleaning customer. I am also surprised that
drycleaners will not take advantage of each and every incoming
phone call received with a greeting or message, and
announcement of a service. Again, it’s no-charge or cost
and effective if delivered by a cheerful speaker with a smile
in the voice.
“Thank you for calling XYZ Custom
Drycleaning! It’s always pleasure serving you, and did
you know all your clothes are returned bacteria and germ free
with our sanitized process? Another service cheerfully given at
no charge by your XYZ neighborhood cleaner. Thank you for
calling and how can I help you?”
It’s time we dress up and beautify
our image and capitalize on our many hidden talents, including
all of our “Secret Services!”
Ray Colucci, a consultant to the fabric
care industry, has revised and made available three timely
pamphlets: “Up Front Is Where It Counts” for
counter training; “Pressed for Perfection” for
finishing techniques; the popular “Route to Success To
the Home of Office” for complete route training. The
pamphlets are $20 each or all three for $50. Immediate delivery
with all postage paid is promised. Send requests and payment to
to R. Colucci, 410 Warren Ave., Mamaroneck, NY 10543.
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