American Drycleaner - Nov/Dec 2016

© Copyright 2016 American Trade Magazines All rights reserved.

® Nov/Dec 2016

Dazzling

Exotic

Luxurious Couture fashions dry-cleaned with only the most exceptional care

YOU AT YOUR BEST YOUR HOLIDAY WISHES

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drycleaner drycleaner A M E R I C A N

Nov/Dec 2016

Vol. 83, No. 8

FEATURES

DEPARTMENTS

(Cover photo licensed by Ingram Publishing)

8 20

COVER: Dazzling Exotic Luxurious Discerning clients in this high-end arena expect no less than the best level of drycleaning service to equal their most dazzling wardrobe. Find out from couture cleaners across the country how they expertly handle these delicate, wearable masterpieces.

Expectations are lofty and reputations are on the line when cleaning each and every one of these glittering and exotic fashion showpieces.

Tim Burke, Editor Here’s You at Your Best Will 2017 bring big expectations in the drycleaning marketplace? Hear opinions from industry voices, both in the manufacturing segment and from drycleaning operations, across the United States. The state of the industry outlook? Sunny, with an expectation of technology advancement and a burst of online presence, followed by a prevailing jet stream of good ’ol fashion quality and passion.

Tim Burke, Editor

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American Drycleaner, November/December 2016

Pre-Inspection Presents Under Your Tree

4

Talk of the Trade Your Holiday Wishes

6

Management Strategies Appreciation Season Diana Vollmer

16

Spotting Tips 28 Season’s Bling and Your Spotting Thing Martin Young Industry Observations Moving Your Plant?

Tips To Keep Customers Howard Scott

30

Around the Industry

36

Advertiser Index

36

Classified Advertising

38

Wrinkle in Time To Be Jolly

40

NEED HELP FINDING THE HIDDEN HANGER? Scan this QR Code for help in finding the hidden hanger on this month’s cover.

Good luck!

www.americandrycleaner.com

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“Business has never been “Business has neverbetter.” been better.”

“The support from CBS was great. Even before we signed up, they were responsive and flexible in their moving approach.

They havemoving helped better. our team “We’re faster.

We’re We’re become more efficient.” moving more efficiently. That means profitability” Brent Ramenofsky Phil Landauer, Cleaners Owner of Boston Pierce Cleaners

We Speak Cleaner We Speak Cleaner 800.406.9649

800.406.9649 www.cleanerbusiness.com

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P RE - I N SP E CT I O N

Presents Under Your Tree A

customer walks into a drycleaning operation, maybe it’s your operation, and says a new year is almost here and they want to try a new cleaners — and you’re it!

Maybe she or he, whomever this particular customer is, tells you why they have to change cleaners and what all was done wrong at “the other place.”

Take it away: You are going to treat this person like they are the most important customer you have — because, in actuality, they are! (Just like each customer!)

They’ve come to your counter to give you their biz. Only you.

It’s a fresh start. You’ll show them your friendliness, professionalism, and your high-quality service.

Think of that customer as your “present under the tree.”

Special?....Yes! Excited for new business?....Of course you are!

Endless possibilities to make a lifelong client?....BIG YES! You’ll treat them and their clothing with special care, like Tim Burke unwrapping a beautiful Christmas ornament.

Check out the two feature articles (more presents under your tree) in this issue. On page 8, we look at specialty cleaners around the U.S. who provide high-end, couture-level cleaning in the feature Dazzling Exotic Luxurious. Turn to page 20 for a forecast from fabricare voices across the country on the state of the drycleaning industry with the feature Here’s You at Your Best.

A special holiday Talk of the Trade on page 6 shares what respondents have on their holiday wish list, and what new “toys” they want for their plants.

Also, don’t miss opening your other “gifts”: columns from our industry professional “Santa’s Helpers,” including Diana Vollmer, Howard Scott and Martin Young.

Being this is our November/December issue and I won’t be back with you until January, I want to send everyone right now the warmest of holiday wishes! Have a safe, ADC profitable, and Happy New Year in 2017!

American Drycleaner (ISSN 0002-8258) is published monthly except Nov/Dec combined. Subscription prices, payment in advance: U.S., 1 year $46.00; 2 years $92.00. Foreign, 1 year $109.00; 2 years $218.00. Single copies $9.00 for U.S., $18.00 for all other countries. Published by American Trade Magazines LLC, 566 West Lake Street, Suite 420, Chicago, IL 60661.

Periodicals postage paid at Chicago, IL and at additional mailing offices.

POSTMASTER, Send changes of address and form 3579 to American Drycleaner, Subscription Dept., 440 Quadrangle Drive, Suite E, Bolingbrook, IL 60440. Volume 83, number 8. Editorial, executive and advertising offices are at 566 West Lake Street, Suite 420, Chicago, IL 60661.

Charles Thompson, President and Publisher. American Drycleaner is distributed selectively to: qualified dry cleaning plants and distributors in the United States. The publisher reserves the right to reject any advertising for any reason. © Copyright AMERICAN TRADE MAGAZINES LLC, 2016. Printed in U.S.A. No part of this publication may be transmitted or reproduced in any form, electronic or mechanical, without written permission from the publisher or his representative. American Drycleaner does not endorse, recommend or guarantee any article, product, service or information found within. Opinions expressed are those of the writers and do not necessarily reflect the views of American Drycleaner or its staff. While precautions have been taken to ensure the accuracy of the magazine’s contents at time of publication, neither the editors, publishers nor its agents can accept responsibility for damages or injury which may arise therefrom.

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American Drycleaner, November/December 2016

Publisher Charles Thompson 312-361-1680

cthompson@ATMags.com

Editorial Director Bruce Beggs 312-361-1683

bbeggs@ATMags.com

Editor Tim Burke

312-361-1684

tburke@ATMags.com

National Sales Director Donald Feinstein 312-361-1682

dfeinstein@ATMags.com

Digital Media Director Nathan Frerichs 312-361-1681

nfrerichs@ATMags.com

Production Manager Roger Napiwocki Advisory Board Mike Bleier Steven Dubinski John-Claude Hallak Mike Nesbit Herron Rowland Fred Schwarzmann Beth Shader Ellen Tuchman Rothmann Contributing Editors Howard Scott Diana Vollmer Martin Young Office Information Main: 312-361-1700 Subscriptions 630-739-0900 x100 www.american drycleaner.com

www.americandrycleaner.com

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TAL K OF T HE T RA D E

Your Holiday Wishes Include: ‘Happy Life,’ ‘Good Health’ and ‘Make More Money’

“A

better upcoming year,” one dry cleaner responds to an American Drycleaner Your Views survey that asks the trade audience what their holiday wishes are by finishing this thought from a favorite song: “All I want for Christmas is —” Some of the other responses: • “A cooler plant before next summer.”

• “I want reliable, honest, and professional customer service people to work for me.”

•“Be out of business debt.”

The survey also asked, “What new “toys” would you like?”

As shown in the graphic at right, 74% indicate they want new equipment and 32% want a new “look” for their store, while 18% want new “extras” for customers such as: TV, music, free popcorn, candy, coffee, etc.

Eight percent checked “Other.”

(Note: Percentages don’t add to 100% because respondents could choose more than one answer.)

If they chose the “Other” category, respondents were asked to elaborate on what they mean.

One responder writes that they want: “Better communications with our customers.”

The survey also asked if: “You set aside enough time to wish and dream?”

Fifty-seven percent say they do; 24% say they want to but don’t have the time; 11% seldom do; and 8% do not.

Another survey question posed: “What’s on your operational “wish list”? Some of the responses: • “More new equipment.”

• “To double income.”

• “Better qualified employees.”

• “Automated assembly.”

• “Additional locations.”

• “Automation.”

Another survey question asked the trade audience how much traveling to trade shows they plan to do in the coming year.

Overwhelmingly, a combined 70% indicate they will travel to more trade shows in 2017.

About one-third of that group plan to attend the Clean Show “for sure” while another one-third plan to go to 6

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American Drycleaner, November/December 2016

“the Clean Show and other events.” The remainder plan to attend “regional or local events.”

Thirty percent of respondents indicate they don’t plan to attend any trade shows in 2017.

Finally, more holiday wishes from respondents who finish the song lyric: “All I want for Christmas is —” • “A new boiler.”

• “A bigger piece of the pie.”

• “More pieces and a switch to bar-coding.”

• “Some time off.”

• “To make more money.”

• “To double my customer base.”

• “Good health,” and lastly...

• “A happy life.”

The Your Views survey is a snapshot of the trade audience’s views. Qualified subscribers to American Drycleaner e-mails are invited to participate anonymously in the unscientific poll.

ADC www.americandrycleaner.com

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Dazzling

Exotic

Luxurious Couture fashions dry-cleaned with only the most exceptional care

G

By Tim Burke, Editor

old, in all its forms, attracts the eye like nothing else. Sparkling silver is stylishly distinctive, too.

Nowhere is this more true than in the fashionable, upscale finery that adorns today’s well-todo.

Garments of fine weave fit for a dinner with dignitaries; glittering gowns swathed in sequins to be “oohed” and “aahed” at during the ball; and unique outfits for those special moments in a person’s life must all be maintained and cleaned with the utmost care and perfection.

“Couture cleaning is a very specialized field in dry cleaning,” says Dan Del Rossi, who owns Tiffany Couture Cleaners in Las Vegas.

His family-owned and -operated business has been serving Las Vegas for more than 45 years, servicing entertainers and shows on the Las Vegas strip, and other affluent clients. (continued)

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American Drycleaner, November/December 2016

(Image licensed by Ingram Publishing)

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“It is a hands-on, individual, and delicate process that is dealt with on a garment-by-garment basis,” says Del Rossi.

Specialist dry cleaners who work with only the finest raiments know all about the exquisite nature of couture garments and how to carefully and professionally clean them.

“In today’s market, most couturiers include ready-towear items that are immediately accessible to the client,” explains Angel Suarez Sr., owner, Rey’s Cleaners, Miami. His family-run business has been cleaning high-end fashions for 40 years.

“These are unique garments that have a limited production, and have been manufactured using the most exquisite fabrics and embellishments,” he notes. “Not all couture items today have been on the runway, and many times the term ‘couture’ is used very loosely.”

His company dedicates itself to the art of making garments look and feel new again.

“We use the most advanced techniques in cleaning and offer various methods of cleaning and solutions. The detergents and solutions we use in our process are far superior and more costly than those typically used in the industry.

“Our attention to detail and knowledge of stain removal and a real sense of appreciation for the garments we care for sets us apart.”

Suarez says his company’s heritage is rooted in a dedication to excellence and an unrivaled knowledge of the finest garment care methods and techniques.

“We have been servicing South Florida’s most discerning clients for three generations,” he says. “Our services extends from Ocean Reef in the south to the Palm Beaches in the northeast of Florida.”

Discerning clients in this high-end arena of fabricare cleaning expect no less than the best level of service to equal their most dazzling wardrobe. Thus, expectations are lofty.

WORKS OF ART A finely tuned expertise in cleaning is key to handling these delicate designs in the fabricare market.

“The challenges in couture dry cleaning are varied,” says Suarez. He notes how many of the designs are not made with cleaning in mind but on how it looks on the client and how the client will perceive the design.

“The use of multiple types of fabrics and embellish10

American Drycleaner, November/December 2016

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Seeing Stars! Sparkling gowns adorn the racks at Tiffany Couture Cleaners in Las Vegas, Nev. (Photo: Tiffany Couture Cleaners)

ments in the design of high-end and couture garments make couture dry cleaning a true art form,” he says.

Sometimes, Suarez has to take a garment apart in order to clean the different parts, or for the precision handcleaning needed in order to remove stains without compromising garment construction.

“Another challenge,” he points out, “is the high cost of these items and the responsibility of handling difficult and unique items.”

He calls the opportunities “challenging but very rewarding, as the high-end market is not as affected by downturns in the economy and the clients are willing to pay a premium for a specialized service.”

In Las Vegas, Del Rossi’s company has had the reputation for caring for couture garments since the early 1970s, he says.

Couture cleaning can be considered (continued) www.americandrycleaner.com

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“high-risk” cleaning, Del Rossi says.

“It is defined as the designing, making and selling of fashionable, custom-made women’s clothing,” he says.

“I define couture cleaning as specialized cleaning and handling of very delicate, expensive, and custom-made garments.”

Manufacturers and designers of show pieces and couture garments “tend to put the care and cleaning at the bottom of their list,” according to Del Rossi, “thus creating this specialized field.”

It would seem that the design of these “fancy” dresses sometimes comes before thoughts of how the garment will be cleaned, but that in itself creates opportunity.

Richard Atack, vice president of Barry-Regent Dry Cleaners in Chicago, has this take: “Couture is clothing that is not made for ‘everyday.’ It is worn for special occasions, perhaps only once or twice, and is therefore constructed with appearance as a priority over ‘cleanability.’”

The company he works for is a third-generation family business, founded in 1950, that has built a reputation for quality and service over the years and serves customers throughout Chicago and elsewhere.

The fashion industry constantly finds new ways to challenge the dry cleaner, according to Atack, but in doing so, it also presents one with an opportunity.

“Learning how to handle the toughest cleaning challenges, such as couture clothing, has a carryover into how we and our employees approach business and casual garments as well,” Atack says. “Our overall quality and our reputation benefit immensely.”

Certain garments require individual attention due to their materials or construction.

“We are fortunate to have employees and managers with decades of experience that can decide the best way to handle these garments,” he says. “We also have a variety of cleaning methods at our disposal, enabling us to meet most challenges.”

Experience in care and cleaning of exotic fabrics is a major part of couture. But there is still more to the picture. These specialists, like their clients, have a well-earned, carefully cultivated reputation.

‘SPECIAL’ DEFINED Cleaners of couture such as these businesses, and no doubt others in this market segment, all possess a key characteristic: the careful and trusted cleaning of fine, 12

American Drycleaner, November/December 2016

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delicate show-piece garments.

“Many times we are presented with couture garments that other cleaners could not clean, would not clean, or did clean and nearly ruined,” says Del Rossi. “Tiffany Couture Cleaners is known as the cleaner of the stars.”

He says it’s always fulfilling to see a new customer come in with a garment damaged by another cleaner and then amaze them by restoring the garment to like-new condition.

“The couture drycleaning market is a very small segment of the overall drycleaning market but offers a unique opportunity for a company like ours who possesses the experience, knowledge, and the proper equipment to service the expensive, high-end garment,” Del (continued) Rossi says.

Couture Consulting! Tiffany Couture Cleaners Owner Dan Del Rossi (at right) and his long-time dry cleaner Jose, “consulting with each other, as we do on many couture projects,” notes Del Rossi. “The gowns do belong to a Vegas headliner.”

(Photo: Tiffany Couture Cleaners) www.americandrycleaner.com

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The clothing itself is special in its own way.

“To be labeled ‘couture’ or to become a ‘couturier,’” Suarez explains, “a designer must be certified by the Chambre Syndicale de la Haute Couture (the Paris-based executive body for this haute couturier federation, comprised of more than 100 name-brand international garment companies) and have designed for private clients with one or more fittings.

“A designer must also have an ‘atelier’ (French for ‘workshop’ or ‘studio’) in Paris; and, each season, present a collection that is comprised of a number of looks, both for night and day.”

Suarez mentions that in this high-end market, he has seen many beautiful and exotic garments, originals and one of a kind: Gucci, Chanel and Versace, to name a few.

He shares this memorable customer story: “When we served as the in-house dry cleaner for the Victoria’s Secret Runway Show at the Fontainebleau Hotel in Miami Beach, we had to clean all of the garments worn in between shows with a makeshift plant consisting of portable spotting tables, finishing stations, and tailors ready to make everything look new again.”

We Are Family! Angel Suarez Sr., owner of Rey’s Cleaning in Miami, works at his desk. His family business has been servicing, for three generations, some of Florida’s most discerning clients.

(Photo: Rey’s Cleaners)

On the Town or Out-of-Towners! Barry-Regent Dry Cleaners located in Chicago has cleaned couture garments for, among others, celebrities in town for concerts or movies. It also services clients who send their garments from out of state, which “is more gratifying,” the company notes.

(Photo: Barry-Regent Dry Cleaners)

He’s also proud of “The time we were entrusted with the care of Princess Diana’s traveling exhibit.” That’s top-end fashion cleaning responsibility of the highest order.

There are high-fashion stories from all over, not just Las Vegas and Miami but Chicago as well.

“It’s always fun when we get to do special jobs for celebrities in town for concerts or movies,” Atack says, “but it is more gratifying when we get a package of garments sent to us from out of state.”

Customers who have moved away from Chicago often send their special garments they’d rather not entrust to their local cleaner, he adds.

“Sometimes, they are planning to be in town and send their cleaning ahead of time, but often we package the garments carefully and ship them back,” Atack says.

“Knowing that our customers have that level of trust in us is very rewarding.”

Care is the thing, sure. Trust is evident, no doubt. And whether it’s the stars, jet-setters, or just a community’s fashion-conscious, everyone wants to look great and wear beautifully cleaned clothes.

“Our mission,” Suarez concludes, “is to provide our clients with the most luxurious dry cleaning they have ever experienced.”

Time to make that gold gown dazzle!

ADC

American Drycleaner, November/December 2016

www.americandrycleaner.com

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MA N A G E ME N T S T RAT E G IES

Appreciation Season Let your spirit of giving touch employees, business partners, and the community

D

uring the holiday season, most celebrations center on gratitude. Appreciation for loved ones, friends, customers, employees and community are all manifested in many ways, both publicly and privately, during this period of festivities and commemoration.

Fittingly, this is a worthy time to express your appreciation as well. In addition to being magnanimous, the visibility created by your activities will keep your drycleaning business and your generosity “top of mind” as Diana Vollmer customers and prospects need your products and services.

The natural starting point for your kindness, of course, is your family and friends, but let’s look beyond your circle to the wide context of business and community relationships.

16

American Drycleaner, November/December 2016

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(Image licensed by Ingram Publishing)

BE GENEROUS This is an excellent time to show your employees your appreciation for their contributions throughout the year.

This need not be an ultra-expensive endeavor. As you contemplate what will delight your team, remember that different people respond to different forms of recognition.

Depending upon your understanding of, and depth of knowledge of, your associates, you can make meaningful gifts and awards that are based on creativity, imagination and inspiration.

Acknowledgment of a job well done, a thank-you for long-term loyalty and service, or an indication that you care about them as individuals goes a long way to keeping them happy in your company and motivated to continue to do a good job for you and your customers.

Richard Aviles of Bridge Cleaners and Tailors and also King Cleaners in New York takes a straightforward approach to this process by asking his employees about their interests, aspirations and dreams in a personalized survey.

He has found the results to be invaluable in getting to know and understand his associates better and for designing and providing meaningful incentives, awards and gifts for his individual contributors.

By referencing a “motivation wheel” (of which you can

find many examples on the Internet), you can find effective gifts and rewards that fit various categories, such as: Public Recognition and Management Feedback: The employees who appreciate this most are often the reliable ones who do their jobs quietly and dependably with little fanfare. Take a cue from their demeanor and personality to ensure they don’t get embarrassed at the presentation.

Public recognitions might be: years of dedicated service; a “team leadership” award; perfect attendance; or “above and beyond effort” (for a customer, fellow employee, or the company) commendation. This is also a good time to make a big deal of the sales contest winners and their efforts.

Growth Opportunities: Some of your people are ambitious for advancement. Public announcements of deserving promotions for the new year can make the person being promoted feel valued and make the entire team feel involved in the company’s future.

Money: Of course, money is appreciated, especially during the gift-giving season when budgets are stretched. (continued) To make a gift of cash more meaningful,

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M A N A G E M E N T ST RAT E G IES consider a gift card that relates to their personal interests so the gift is specifically for them as opposed to being added to their general family account.

Benefits: If you have been considering adding to the employee benefits in the form of insurance, vacation, 401(k), etc., now is a good time to make the announcement.

Peer Pressure and Competition: Competition and contests can be powerful motivators. Present the awards and rewards in a group forum and make a big deal of each really meaningful contribution, both by individuals and by staff teams. Keep the excitement and competition going.

REACH OUT Community outreach builds on the general charitable spirit of the season and allows you to be a good corporate citizen and a benefactor to those in need.

An example is a stuffed animal drive that benefits sick, needy or at-risk children.

You can do this alone but it will be easier with a partner like your school, police, social services or fire department.

You provide the collection point for both new and gently used stuffed toys. The used ones are easy to clean, so you can also make that contribution if you so choose.

By displaying stuffed toys with an explanatory sign in your windows, on your counters, and on hangtags attached to orders and customer doors, the word will quickly spread for donations.

It is also the kind of public service announcement that the media likes to promote, so make them aware of your efforts and the general public at large will be alerted.

If you want to make a bigger impact, have your drivers dress in animal costumes (CSRs, too) and hand out invitations to donate with offers to pick up the donations. Then play Santa at a big giveaway event to distribute the toys.

Get your employees involved to deliver them to hospitals, police stations, fire stations, etc. Keep your customers informed of your goals and status with a jumbo thermometer chart near your pylon sign.

Invite the public to get involved in the distribution, either in costume or not. Encourage them to bring their live pets if the donation venue allows it.

Many facilities welcome cuddly, furry visitors and their presence will highlight and complement the stuffed animal theme as well. Most of your prospective partners will have distribution plans that will get the donations to the kids who need them.

SEASONING Lastly, but importantly, help your customers and pros18

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pects prepare for this ultra-busy season by reminding them early on how you can help them to accomplish their overwhelming “to-do” lists.

As the various cultural and religious holidays converge at the end of the year, most families host celebrations that involve extensive entertaining.

Help them put their best foot forward by cleaning their rugs, window coverings, household-best bed-and-bath ensembles, fine table linens, party clothing, pet beds, iconic costumes for traditional celebrations and festivals, winter coats and those all-important scarves, mittens and boots.

Make a promotional sales and marketing list with an implementation calendar that you can update and customize each year.

Include all of the internal timelines and key dates for developing and sending the notices, invitations, promotional offerings (if any), pickup schedules, and cutoff dates for timely delivery.

If you have an ultrasonic cleaning machine, this is a perfect time to promote the benefits of the capability to clean all manner of materials beyond textiles. The range includes fine silver (a nasty, time-consuming job if done at home), baskets, favorite decorations, dolls and toys, sports equipment and gear, shoes, window coverings, etc.

Getting a home ready for guests, especially ones who will be looking for sentimental gifts from years past, is a daunting challenge.

Give them the gift of knowledge of and access to your fabricare services to lessen their preparation burden.

You have many joint venture partners and business associates who help build your business during the year. The non-customer referrers—retailers, wardrobe consultants, designers, manufacturers and suppliers—all come to mind.

Don’t forget to show your appreciation for their contribution to your success.

As you have probably experienced in your private life, giving is a gift that is returned many times over in psychic rewards.

That is also true of business giving with an additional reward thrown in. Generosity of spirit and giving is good for business and good for your dry cleaner’s bottom line.

It is fulfilling to do good and do well at the same time.

ADC

Diana Vollmer is a managing director for Methods for Management, which has served the drycleaning and laundry industry with affordable management expertise and improved profitability since 1953. For assistance organizing your gift-giving and charitable programs, contact her at dvollmer@mfmi.com or call her at 415-577-6544. www.americandrycleaner.com

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M & L Supply Company P.O. Box 4598 Akron, OH 44310 Phone: 330-633-6241 Fax: 330-633-3915 Email: mandlsupply@sbcglobal.net

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10/4/16 9:10 AM

STATE OF THE INDUSTRY

Here’s You at Your

Best

Now and in 2017: keep raising your tech level and social presence online and be eco-friendlier—remember, quality and passion never go out of style

By Tim Burke, Editor (Image licensed by Ingram Publishing)

“

T

he drycleaning business is no different than any other business,” says Jan Barlow, owner of Jan’s Professional Dry Cleaners in Clio, Mich., north of Flint. “If you don’t embrace the new technology and keep reinventing your business model, you will be left in the dust.”

Barlow is one of several members of the fabricare industry American Drycleaner talked with this month to get their opinions about the state of the industry.

“Everyone still has to wear clothes, sleep in bedding and adorn their living spaces,” Barlow says. “Everything needs to be maintained. Some pieces are disposable, but at this stage in the game, we are repurposing what can’t be maintained.”

Jan’s Professional Dry Cleaners was started from scratch in 1982, says Barlow, a former school teacher who endured several local recessions. “Clio is a suburb of Flint, Mich., currently making national news with the lead water crisis. Over the past 30 years, as the American auto industry diminished, so did the population of this area.”

She notes that: “I was early on the scene for delivery service because, as a teacher, I could never get to the cleaners. I loved draperies, which led to developing in

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the insurance restoration business. I loved vintage garments and fixing old items, which further helped in restoration and bridal restoration.”

The drycleaning industry is dealing with new technology and new ways to connect with people but the good ol’ basic rules of politeness and cheerfulness never fade, particularly in this business of working personally with clients and their clothing.

“Apply the Golden Rule,” Barlow says. “Treat people the way you want to be treated. Use all the technology available to communicate.

“Treat your staff well, give them the tools they need, kept in good working condition. That’s how the word gets out about your business.”

To gain new prospects, she insists, “There is no one answer or one way to attract new customers. Be passionate about what you do. That enthusiasm sells!”

Craig Goulian, owner of Emerson (N.J.) Cleaners, sees the industry picture this way: “We need a way to reach the next generation that’s just starting out: social media, Facebook, mobile websites. This is the way they live, everything online.

“We need to connect. But the future is bright,” he in(continued) sists. www.americandrycleaner.com

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Now the third generation in his family’s drycleaning business, Goulian says it serves an upscale market. “Because I try to keep the size of the company at a reasonable level, we don’t try and get every piece possible.”

His family business has been around since 1903, according to the company’s website.

“I want to serve those customers who want exceptional service and are willing to pay for it,” says Goulian.

The industry, as Goulian sees it, is in a state of what he terms “uncertainty.”

Former school teacher Jan Barlow owns Jan’s Professional “There are the massive discounters and Dry Cleaners in Clio, Mich., a business she began in 1982. those entering the business without any (Photo: Jan’s Professional Dry Cleaners) idea of how the business works,” he says.

“I think the market will always be strong for the ones who know what they are doing, use their expertise, aren’t afraid to invest, and accept new technology, either on the dry- or wetcleaning side or with bar codes and computers.”

The well-known phrase, “Youth must be served,” is beginning to come true for the drycleaning industry as a new generation of owners and operators solve problems using new marketing and social skills.

Columbia/ILSA Drycleaning Machines, West Babylon, N.Y., is a drycleaning machine developer in its 30th year as North American distributor for ILSA S.p.A. Alameda, Calif.-based Martinizing Dry Cleaning is owned by Steve Langiulli, Columbia’s president, Grant Carson, who has owned more than 20 stores during his 30 years in the industry. (Photo: Martinizing Dry Cleaning) says, “The newer generation is using more social networking to attract new customers.” many in our industry. Technology now plays an even He further points out that: “Most of the older dry bigger role in how drycleaning operators navigate the cleaners had signs in their windows. Today, there’s more many communications and delivery channels. marketing. Owners are trying different things. Volumes Fred Schwarzmann, president of Kearny, N.J.-based in shops have dropped, so drycleaning sales have gone stain removal products maker A.L. Wilson Chemical down.

Co., believes consumers will continue to choose their “People with their eye on the ball are branching out dry cleaners based on garment quality, convenience, to other services such as shoe repair, rug cleaning and customer service and price. more.”

“As dry cleaners better differentiate their businesses, Langiulli recently visited a shop in Detroit that was consumers will be able to make more educated decisions filled with sneakers. about which dry cleaner to use,” he says.

“The owner had hundreds of sneakers customers want“Technology — meaning social media, websites, paid ed cleaned. Nice sneakers, too, probably cost several search databases, crowdsourcing, etc. — will continue hundred dollars a pair. He was cleaning these sneakers at to play a critical role in a dry cleaner’s ability to brand, about $30-50 a pop, and all cleaned by hand,” he relates. market, and differentiate their businesses.”

“There was a market there — and he tapped it.”

Schwarzmann’s company, located in a suburb of Passion, quality and convenience are on the lips of Newark, designs, manufactures and (continued) 22

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markets stain removal agents, selling them through distributors to dry cleaners and launderers around the world.

“Our products are widely recognized to completely and safely remove stains from fabric,” he says. “Several of our proven formulas have been in use for over 85 years.”

He believes that, in the future, the drycleaning industry will be more eco-friendly than it is today. Existing regulations will tighten, and new regulations and restricCraig Goulian (right), third-generation dry cleaner and owner tions will be added. Operators will need to of Emerson (N.J.) Cleaners, which has been around since become more environmentally conscious.

1903, poses his father Richard, who turns 87 this year and “At first glance, this might appear to be continues to work in the family business every day.

(Photo: Emerson Cleaners) unrelentingly bad news. But to find the silver lining hidden in this regulatory storm, look at what is happening in California removers that meet strict environmental restrictions withtoday,” Schwarzmann says. “Yes, perc is being driven out sacrificing effectiveness or garment safety. from the market, but eco-friendly alternative solvents “The choice dry cleaners face today, both inside and have been developed that allow dry cleaners to continue outside California,” he says, “is either to react only when to offer the high-quality cleaning their customers desire.” forced to, or to gain a competitive advantage by proacAt the same time, manufacturers of stain removtively embracing their more eco-friendly future. ers have responded to the California ban on the sale of “Consumers are already looking for eco-friendly dry traditional Paint, Oil and Grease (POG) removers and cleaning.”

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“The dry cleaners that understand their clients’ needs and cater to those needs will continue to be successful, and the cleaners who don’t understand this concept will continue to lose business,” asserts Grant Carson, owner of Martinizing Dry Cleaning, in Alameda, Calif.

Carson has been in the drycleaning industry since 1985, and has owned more than 20 different stores.

Today, he has two locations in the East Bay area south of Oakland.

“The industry has changed a lot since I entered in the ’80s. Today, you have to earn the business. No longer

can you just build a cleaners and enough customers will come to make you a success.”

Mark Jones, who manages technology for software developer SPOT Business Systems in Draper, Utah, near Salt Lake City, seems to concur: “The industry is in a constant state of change. Consolidation is occurring, fashion is becoming more casual, and the customer base has been ‘Uberized.’”

Since 1991, SPOT has been dedicated to growing and improving the drycleaning industry, notes Jones. “If you don’t have excellent customer service along with quality in all areas of your business, you are behind the curve,” he says.

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“Piece counts, prices and profits are up for the majority of the operators we work with,” he notes.

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“We have seen a lot of consolidation occur over the last 12 months and anticipate this will continue into 2017,” says Jones.

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BRIGHT IS RIGHT As 2016 winds down, American Drycleaner asked those interviewed what sort of wishes and dreams are on their minds, as well as on the minds of others working in the industry.

“I am a constant planner and goalsetter,” Barlow says. “My first priority is to live a long, productive life.

That means, to me: eat right, sleep, spend time with the ones I love, and www.americandrycleaner.com

10/20/16 1:33 PM

exercise. Then make the money to afford all the plane tickets!”

“I am always dreaming yet trying to be realistic,” Goulian says. “If your plant is still operated with a 1950s mentality, dirty and not up Fred Schwarzmann is presito today’s tech dent of A.L. Wilson Chemical and curb-appeal Co. in Kearny, N.J., a maker standards, I think of stain removal products for you have a good laundries and dry cleaners.

(Photo: A.L. Wilson Chemical Co.) chance of failing.”

“I made my Christmas list last year and am living through it now,” Carson says. “We are retooling our plant this year and automating everything possible. Oh, what a ride!”

Schwarzmann sums up his industry view with this observation: “While infrequent customers will continue to bring their work to the cleaners for processing, highvolume customers will be drawn to the convenience of pickup and delivery.

“On-demand has a proven appeal, but the economics only make sense if the customer is willing to pay more for this premium service.”

Goulian says this about industry and how to grow a customer base: “Quality, service, reputation and, as mentioned before, connecting on all tech platforms.”

“Customer service, excellent quality, and the application of technology are keys to growing the business,” Jones says.

Further, he says customers need to experience the convenience of a great cleaning service: “Once they have had a great experience, they will use the service for a lifetime.”

“Life in business is like a basketball game,” Barlow says. “You better be on your toes ready to move in any direction! The future is bright!”

Langiulli says the industry is at a “changing point right now.”

“New blood is coming in. We see good things for 2017. We’re seeing good things right now!”

Finally, Carson shares this: “The best thing we can all do as an industry to attract new customers is to give the best possible product and service to each and every customer.”

ADC www.americandrycleaner.com

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S P OT T I N G T I PS

Season’s Bling and Your Spotting Thing Take care with that red velvet, aka the ‘Bonnie Jean Christmas Dress’

I

If there is no trace of the design on the inside of the garment, you can assume that the “velvet” design is glued to the outer surface.

This design is subject to damage from over-exposure to most drycleaning solvents and also from mechanical action.

To best protect flocked prints, pre-spot, then run in a net bag for a reduced amount of time.

VELVETY Velvet is a popular fabric for party garments.

A garment that is constructed of all-cotton velvet is serviceable with a reduction in mechanical action.

However, a garment that is constructed of acetate/cotton is highly sensitive to moisture and pressure.

You should make every attempt to avoid using moisture in pre-spotting and post-spotting. If any moisture is used during stain removal, do not touch the moist area.

Once the moist nap is depressed, it is virtually impossible to restore the surface of the garment to its original condition.

Beware the red acetate velvet 4T dress with the white cotton collar (the “Bonnie Jean Christmas Dress”).

A similar garment is a flocked print. This is a design that appears to be made of velvet on a plain background. It is achieved by gluing the short nap to the background.

FOIL ’N’ ICE A festive holiday party is sure to bring out bright and colorful trim.

Watch for ornate buttons, beads, sequins and, my personal favorite, glued-on glitter (“crushed ice”).

If the act of laying the garment on a flat surface leaves a trail of loose glitter, you have a problem garment. All decorative trim should be inspected before cleaning.

Shell buttons can crack and break from mechanical action. Beads are often painted styrofoam, with the styrofoam dissolving during cleaning and the paint crushing with nothing to support it. Sequins can be discolored during cleaning.

Fake leather presents a special problem for cleaners.

It is a product of modern chemistry, and much of it appears authentic. Fabrics made from polyvinyl chloride, polyurethane, and pleather (synthetic leather) can fool a

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(Image licensed by Ingram Publishing)

have vivid memories of my early years trying to prosper as a cleaner.

When Halloween passed, my dad would begin pointing out garments, fabrics, and trim that could present a “hidden” problem for me, resulting in a claim.

It is reasonable to assume that the manufacturer is presenting a garment based upon marketability and profitability.

Also, it is reasonable to assume that the consumer is purchasing a garment based upon anticipated visual impact.

That leaves the cleaner with the task of dealing with the garment’s serviceability or, more accurately, the garment’s limited serviceability.

I have developed a sensitivity to holiday garments. Many of these Martin Young festive clothes are likely to require modified classification and handling.

These are garments that are purchased for holiday gatherings based upon “bling” where the consumer has given little or no thought to care and cleaning.

You will see some of these garments over the holiday season and being aware of how to deal with their weaknesses will preserve your reputation and your checkbook.

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cleaner/spotter if the inspection is not adequate.

Start with the care label. Any mention of “poly” is a sign to slow down, as many drycleaning solvents will adversely affect the softening agent (plasticizer). This leads to stiffening and cracking in the garment.

You will find metallic fabric as trim on a variety of garments and also interwoven into knit wear to give it sparkle for the holidays.

While some metallic is the product of gluing a strip of foil over yarn, the most common type of yarn is to fold and glue the metallic foil between two layers of clear film. This construction is weak and subject to tearing or breakage from even mild mechanical action.

Garments that contain any metallic thread should be turned inside-out and run in a net bag. Never use a rust remover on metallic thread.

Due to the weak construction, metallic yarn will eventually show signs of wear at the elbows and the collar.

Metallic yarns are easily damaged by alcohol, be it a spilled mixed drink, perfume, or cosmetics.

When finishing, you should use buck steam and a hand pad. It is too risky to bring the head down on metallic yarn.

The increase in fragile garments will require that the customer service rep (CSR) and the cleaner/spotter spend the time to read care labels and to consider all options possible for cleaning that garment.

I recommend that garment classification be made a high-priority point of emphasis. You should, at the very minimum, be classifying garments by weight, color, tensile strength and trim.

Productivity is an important variable and most owner/ operators are focused on PPOH (pieces per operator hour).

However, running a white sequin silk dress and a navy surplus pea coat in the same load is courting trouble from streaks and swales — and chafing.

Use this time of year wisely to reinforce proper classification and operational protocols. Take the time to inspect fragile garments and to protect them from any harsh procedures used in the cleaning process.

The consumer is probably anxious about getting their fragile and decorative holiday garment cleaned and has little idea about the process used to restore their garment.

You should take the time to review the basics of cleaning.

Commit to establishing a reasonable balance between the speed at which a garment moves through your plant and the little things that require a minimum of time but can provide ADC service that far exceeds customer expectations.

Martin L. Young Jr. has been an industry consultant and trainer for 20 years, and a member of various stakeholder groups on environmental issues. He grew up in his parents’ plant in Concord, N.C., Young Cleaners, which he operates to this day. Phone: 704-786-3011, e-mail: mayoung@ctc.net.

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I N D U S T RY OB S E RVAT I ONS

Moving Your Plant? Tips To Keep Customers Three A’s to remember during a move: Awareness, Advertising, Action

A

dry cleaner recently called me, complaining of losing $17,000 worth of business in the month after he moved his plant.

Simultaneously, he had to move his drop store. I advised him that with proper promotion, business will normalize.

But perhaps that isn’t the whole story. You can’t just sit there and wait. You have to be proactive to get back to your regular business level when dealing with interruption.

First, expect volume to drop during these scenarios: 1) you moved; 2) you have a construction project in front of the store; 3) you closed up for two Howard Scott weeks because of a family catastro-

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phe. It makes sense that customers avoid you.

Some of the reasons: possibly they can’t find where you moved to and you didn’t provide enough advance notice; or they anticipated the move, and cleaned enough clothes in advance so they wouldn’t have to use you for a while.

It’s possible that because of construction, it’s become inconvenient to park in front so the customer goes elsewhere.

Maybe the patrons are mad that you are closed, as they made a special trip to come to you during business hours.

Also, conceivably, they haven’t needed any dry cleaning.

It stands to reason that you are worried, because business isn’t what it’s supposed to be, and if this continues, there will come a point where you won’t be able to pay bills.

Panic sets in. You see collapse in plain sight. (continued) Don’t go overboard.

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I N D U S T RY OB S E RVAT I ONS The usual pattern is for business to drop considerably on the first month of change and slowly return. Four to six months later, you’re back to normal.

Of course, there are things you can do to mitigate the decline in volume. Suggestions are as follows.

AWARENESS Make sure every customer knows about the change.

It isn’t good enough just to have a “We are moving next month” sign on the counter. It isn’t sufficient, because not all your customers will have entered your store.

Have the sign but also talk about the move (or situation).

Then call every customer. Perhaps bring in a part-timer to work from 4 p.m. to 8 p.m. for three or four nights to make these calls.

The reminder phone call goes something like this: “Hi, this is Diana from Springdale Cleaners, your dry cleaner. I just want you to know that we are moving on April 23rd to 85 Sunshine Drive, and will be closed the fourth week of April.”

If your caller connects to an answering machine, she leaves the message on the machine. Keep records from

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customer lists so you don’t leave anyone out.

Even if customers come in regularly and know about the change, they won’t be annoyed hearing from you. It simply shows you care about your clientele and want to keep them abreast of developments.

Making calls is better than sending e-mails because not everyone has a computer. Also, some customers might ignore the e-mail. It is a more personable encounter to communicate person-to-person rather than machine-to-machine.

ADVERTISING Use the occasion to advertise.

Interruption creates opportunity. Spend money to promote a feature, tout your skills, or call attention to a benefit.

Tie this promotion to the move. Use print, mailings, online, or radio, whichever vehicle you feel comfortable with.

As for content, talk about your amazing turnaround service — and state that this service will continue even during the interruption. Explain how your high quality will now get higher, because of new equipment in the new location.

Promoting your business during this transition keeps the momentum going. You’ll win new customers.

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When prospects walk in, you might show them around, boasting about your clean and well-lit plant filled with high-tech equipment.

Business volume will be down, so you won’t be as busy.

It’s a perfect opportunity to be social.

BIG SIGNS Put up large signs both at your old place of business and your new place. How large? Very large!

Make signs large enough for drivers to read as they pass by. Ten feet high, if possible. An arrow on the sign pointing in the direction of the new store helps. This encourages the patron to go, right then, to the new location.

Unfortunately, I usually see a letter-sized sign taped to the front entrance that is handwritten and barely legible.

This is wrong. You must spend money to communicate this major change loud and clear.

TAKE ACTION Contact customers after the move.

When things are back to normal, go on the offensive.

Keep a list of the 200 customers who come in weekly and the 500 who come in monthly. The rest are occasional customers.

If a few weeks go by and you don’t hear from the 200

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weekly customers, call them.

If a few months go by and you don’t hear from your 500 monthly customers, make a phone call. Yes, it is a hard call, but it must be done.

There is a reason why they are not coming back, and you want to find it out. Of course, you want to make sure they are still customers.

The conversation might go something like this: “Hello, Mrs. Sweeney. This is Mike Karl at One-Stop Cleaners. You know we moved, right? (Wait for answer.)

“We’ll be expecting you to bring us work. We love to clean your clothes because they’re always a challenge.

You’re the type of discerning customer we like, and we don’t want to lose you. Mrs. Sweeney, see you soon.”

Note several aspects of the conversation: Customer is referred to by name; caller identifies who they are right away; points out the move; presumes they’re still customers, rather than asking them if they are still customers.

(Otherwise, such a question could be embarrassing.) The customer is complimented. In this case, it’s pointed out she is “discerning.”

In another situation, one might say “sharp dresser.” Yet again, “wears lovely clothes.” Or you might cite customer regularity, or longevity. Surely you can come up with one (continued) compliment for the customer.

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I N D U S T RY OB S E RVAT I ONS Finally, structure the conversation so that it isn’t confrontational. Be sure to choose statements that achieve a positive feeling.

It is important to speak to an individual and not just leave a message. These “action calls” after a move are important calls, for they might be the difference between retaining or losing a good customer.

These calls should be done before or after supper and be made by you. Only the boss can have such influence. Remember that this is an informative call. Be conversational.

At a later date, as time permits, your assistant can call the other “occasional” customers.

Be patient. It does take time to win back 100% of your business. Change is always discombobulating. Plus, there could be other market forces at work — it’s a slow time of year, etc. — that keep sales down.

Most likely, it will take four months for business to normalize itself. Spending sleepless nights worrying about the decline of business is not what you want to do.

EMERGENCY PLAN If business persists in remaining low, then perhaps your

new location is less than perfect. Have an emergency plan ready, just in case.

Consider the variables. It’s possible that parking is harder, the area is less safe, there is more competition in your neighborhood, or the plant is too far off the main drag.

If that is the case, you must roll up your sleeves and create a strategy to reclaim your former level of business.

If walk-in patronage is lower, perhaps you might consider opening a drop store, possibly in the very neighborhood that you left. Or initiate a pickup-and-delivery service.

If you are in a more industrial area, where many potential commercial customers are your neighbors, go after this bulk volume.

Another option is to get into the wholesale trade, processing clothes for other dry cleaners.

Whatever you do, don’t just sit there and wait for your ADC old customer base to return.

Howard Scott is a longtime industry writer and drycleaning consultant. He welcomes questions and comments, and can be reached by writing Howard Scott, Dancing Hill, Pembroke, MA 02359, by calling 781-293-9027, or via e-mail at dancinghill@gmail.com.

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American Drycleaner, November/December 2016

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A R O U N D T H E I N D U S T RY

Beatty named DLI president for 2016-17 The Drycleaning & Laundry Institute (DLI) Board of Directors has elected David Beatty, owner of Murrysville Cleaners in Murrysville, Pa., its president for 2016-2017, DLI reports.

Beatty has served as District Two director, treasurer, and president-elect on the DLI board. Before that, he served on the boards of directors for the Western Pennsylvania Cleaners and Launderers Association and the Pennsylvania and Delaware Cleaners Association, notes DLI.

Murrysville Cleaners employees pose with donated pet care products they collected to benefit a local animal shelter. (Photo: Drycleaning & Laundry Institute)

A.L. Wilson Chemical Co. . . . . . . . 1 Advance Cover Texas . . . . . . . . . . 33 Ally Equipment Co. . . . . . . . . . . . 32 Arrow Leathercare Services . . . . . 39 Cleaner Business Systems . . . . . . . . 3 Cleaner’s Supply . . . . . . . . . . . . . . 39 Clean Show . . . . . . . . . . . . . . . . . . 35 Columbia/ILSA . . . . . . . . . . . . . . BC Commercial Coils . . . . . . . . . . . . . 39 CRDN . . . . . . . . . . . . . . . . . . . . . . 29 Computer Connections. . . . . . . . . . 26 Dajisoft. . . . . . . . . . . . . . . . . . . . . . 11 36

DLT Electric . . . . . . . . . . . . . . . . . 38 Fabricare Management Systems . . . 9 Firbimatic. . . . . . . . . . . . . . . . . . . . 19 Garment Management Systems . . . 21 Global Business Systems . . . . . . . . 30 Iowa Techniques . . . . . . . . . . . . . . . 5 Itsumi USA . . . . . . . . . . . . . . . . . . 31 Leonard Automatics. . . . . . . . . 24, 39 Luetzow Industries. . . . . . . . . . . . . 39 Magicool . . . . . . . . . . . . . . . . . . . . 38 Maineline Computer Systems . . . IFC Mustang Enterprises. . . . . . . . . . . . 23

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“It all started when I opened the cleaning business and I wanted to get involved with something, so I joined the local Rotary Club,” explains Beatty. “I worked my way up to president and then joined the regional drycleaning association.

“I find that the more I help other business owners, the more ideas I get David Beatty for my own business, and the more I can do to help people at home here in Murrysville.”

Beatty’s Murrysville Cleaners supports the Red Cross by collecting, cleaning and packaging thousands of blankets for the organization to give to fire, flood or tragedy victims, DLI says.

Worn-out blankets are donated to the local Humane Society for animals awaiting adoption.

Murrysville Cleaners collects, cleans, and stores hundreds of prom gowns for local high school students in need. The company also makes charitable contributions at least once each year to a local non-profit organization of its choice, DLI says.

Beatty’s suggestions and participation have resulted in several large programs.

DLI’s Hanger Recycling program, launched in 2012, has helped dry cleaners around the world keep 160 million wire hangers out of landfills.

“I’m doing this because I love the industry and enjoy helping other cleaners,” says Beatty.

Newhouse Specialty Co. . . . . . . . . 39 Northern Hanger Co. . . . . . . . . . . . 27

Parker Boiler Co. . . . . . . . . . . . . . IBC PROS Parts. . . . . . . . . . . . . . . . . . . 38 Realstar . . . . . . . . . . . . . . . . . . . . . 25 Royal Basket Trucks . . . . . . . . . . . 37 ScanQ. . . . . . . . . . . . . . . . . . . . . . . 13 SPOT Business Systems . . . . . . . . . 7 Transworld Business Advisors . . . 38 Union Drycleaning Products . . . . . 15 Unisec USA . . . . . . . . . . . . . . . . . . 17 www.americandrycleaner.com

10/20/16 8:52 AM

Fashion Cleaners earns eco-friendly honors Fashion Cleaners, Omaha, Neb., received the Top Worldwide Sustainability Award at the 2016 Global Best Practices Awards program earlier this summer, the dry cleaner reports.

The award was presented by CINET, International Committee of Textile Care, the global textile industry organization representing professional textile care businesses, during Texcare International in Frankfurt, Germany.

This honor reflects Fashion Cleaners’ leading-edge business approach in the areas of eco-friendly processing, automation, tracking, and marketing, the company notes.

“Dry cleaning is an important consumer service,” says Kermit Engh, owner of Fashion Cleaners. “However, it’s an industry in which operations can be harshly criticized due to outdated practices utilizing harsh chemicals. When we acquired Fashion Cleaners more than 20 years ago, it was with the determination to offer this important service, but in a new way that isn’t harmful to people and the environment.”

Fashion Cleaners was the first Omaha company to implement 100% eco-friendly processing, solvents and

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Kermit Engh, owner of Omaha, Neb.-based Fashion Cleaners, holds the award his business received for Top Worldwide Sustainability. It was presented by CINET, the International Committee of Professional Textile Care, at its 2016 Global Best Practices program this summer in Frankfurt, Germany. CINET presenters join Engh for the photo. (Photo: Fashion Cleaners)

wetcleaning systems, the company says.

“These awards — from the global authority of our industry — are affirmation that what we developed and what we do every day matters, and is working,” says ADC Engh.

10/3/16 3:07 PM

American Drycleaner, November/December 2016

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American Drycleaner, November/December 2016

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1. Publication Title: AMERICAN DRYCLEANER 2. Publication Number: 0002-8258 3. Filing Date: 9/22/16. 4. Issue Frequency: Monthly 5. Number of Issues Published Annually: 11 6. Annual Subscription Price: $46.00. 7. Complete Mailing Address of Known Office of Publication: American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. Contact Person: Charles Thompson, 312-361-1700. 8.

Complete Mailing Address of Headquarters or General Business Office of Publisher: American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. 9.

Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor. Publisher: Charles Thompson, American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. Editor: Tim Burke, American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. Managing Editor: Bruce Beggs, American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. 10. Owner: American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. Charles Thompson, American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. Bruce Beggs, American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. Donald Feinstein, American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. Nathan Frerichs, American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. Suhler Family Investment Office LLC, 200 Long Neck Point Rd., Darien, CT 06820 Fairfield County.

13. Publication Title: AMERICAN DRYCLEANER 14. Issue Date for Circulation Data Below: September 2016. 15. Extent and Nature of circulation: (average number of copies each issue during proceeding 12 months = ”X”) (Number copies of single issue published nearest to filing date = Y”) (a) Total Number of Copies (Net press run): X=18,785, Y=18,401. b. Legitimate Paid and/or Requested Distribution (By Mail and Outside the Mail). (1)Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541. (Include direct written request from recipient, telemarketing and Internet requests from recipient, paid subscriptions including nominal rate subscriptions, employer requests, advertiser’s proof copies, and exchange copies.) X=12,393, Y=12,066. (2) In-County Paid/Requested Mail Subscriptions stated on PS Form

3541.(Include direct written request from recipient, telemarketing and Internet requests from recipient, paid subscriptions including nominal rate subscriptions, employer requests, advertiser’s proof copies, and exchange copies.) X=0, Y=0. (3) Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS®: X=0, Y=0. (4) Requested Copies Distributed by Other Mail Classes Through the USPS (e.g. First-Class Mail®): X=0, Y=0. (c) Total Paid and/ or Requested Circulation (Sum of 15b (1), (2), (3), and (4)): X=12,393, Y=12,066. (d) Nonrequested Distribution (By Mail and Outside the Mail). (1) Outside County Nonrequested Copies Stated on PS Form 3541 (include Sample copies, Requests Over 3 years old, Requests induced by a Premium, Bulk Sales and Requests including Association Requests, Names obtained from Business Directories, Lists, and other sources): X=6,202, Y=6,124. (2) In-County Nonrequested Copies Stated on PS Form 3541 (include Sample copies, Requests Over 3 years old, Requests induced by a Premium, Bulk Sales and Requests including Association Requests, Names obtained from Business Directories, Lists, and other sources): X=0, Y=0. (3) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail (e.g. First-Class Mail, Nonrequestor Copies mailed in excess of 10% Limit mailed at Standard Mail® or Package Services Rates): X=0, Y=0. (4) Nonrequested Copies Distributed Outside the Mail (Include Pickup Stands, Trade Shows, Showrooms and Other Sources): X=39, Y=61. (e) Total Nonrequested Distribution (Sum of 15d (1), (2), (3) and (4)): X=6,241, Y=6,185. (f) Total Distribution (Sum of 15c and e): X=18,634, Y=18,251. (g) Copies not Distributed (See Instructions to Publishers #4, (page #3)): X=151, Y=150. (h) Total (Sum of 15f and g): X=18,785, Y=18,401. (i) Percent Paid and/or Requested Circulation (15c divided by f times 100): X=66.51%, Y=66.11%. 16. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the November 2016 issue of this publication. 17. Signature and Title of Editor, Publisher, Business Manager, or Owner: I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil sanctions (including civil penalties): Charles Thompson, Date 9/22/2016.

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W R I N KL E I N T I M E

To Be Jolly 10 YEARS AGO. The Fed’s ‘Beige Book’ report on the health of the nation’s economy says that there’s a “widespread cooling” in the real estate market. The survey found a market slowdown in housing in most of the central bank’s 12 regions, with lower asking prices, softer sales and rising inventories of unsold homes. … Women’s chain The Limited announced last month that it is offering professional suit separates that do not require dry cleaning. The suits can pay for themselves in less than a year by saving on cleaning costs, the company says. The Limited’s patented “L-3” wool blend is “specially constructed so you can wash it, you can tumble-dry it, and it is wrinkle-free,” says spokesperson Avra Myers. “You can wear it and wash it many times, and it holds its shape.”

25 YEARS AGO. Have your customers been asking you lately about your recycling efforts? Have you considered hanger and/or polybag recycling but thought it was too much trouble? Well, now, IFI is offering the “Caring for the Future Now” complete how-to kit to get you started on your own recycling program. Each year, millions of polybags and hangers end up in landfills. By adopting a simple recycling program, you could help with waste reduction, save money, and reap some excellent public relations benefits. Recycling can show your customers that you care about them and their environment. … “What a great opportunity we have to help the drycleaning industry, the environment and humankind as well,” reports Bill Seitz, executive director of the Neighborhood Cleaners Association. He cites a recent letter from U.S. Rep. Henry A. Waxman, chairman of the House Subcommittee on Health and the Environment, to U.S. EPA Administrator William K. Reilly. Waxman tells Reilly in the letter that very few clean air regulations have the potential to “achieve massive emission reductions at very low cost” but an outstanding exception is the regulation on vehicle inspection and maintenance now under consideration.

50 YEARS AGO. Tis the season to be jolly... or so they tell us. But so many people are rushing around making preparations to be “jolly” on Dec. 25th that they are anything

but jolly in their day-to-day activities. That’s why it’s especially important for all counter help to make that extra effort to smile and be pleasant to customers and fellow workers in December. But putting up a big sign labeled “Smile” won’t do the trick. Neither will holding meetings and bearing down on the idea.

December 1966 And you won’t find it being accomplished with a memorandum on the bulletin board either. It’s got to be done in person. And it’s got to radiate down from the top. … From an ‘In The Bag’ letter to the editor, November 1966: “Evening classes for sales girls: I have just received the September American Drycleaner.

On page 82 there is a story about a training program for sales girls. I am faced with the job of setting up a night course for 10 weeks to train sales girls and would appreciate very much if you could let me know how to get in touch with a certain cleaners regarding their sales training manual.”

75 YEARS AGO. For this month of holiday festivities, the ad man consulted his seasonal merchandising calendar and wrote ads for party gowns and men’s hats and gloves.

These are timely items which help boost the seasonal falling sales curve. Headlining the party message with that familiar feminine problem, “What Shall I Wear to the Party?,” the ad centers attention on fashions and on the need for stylizing drycleaned garments. … In the course of a lifetime spent in solving the industry’s spotting problems, C.C. Hubbard estimates he has eaten two and a half tons of peanuts. He figures it this way: He has peanut butter every day for lunch — over eight ounces of it — and this means at least 200 pounds a year. Multiple this by 25 years and you get 5,000 pounds, or two and a ADC half short tons.

— Compiled by Tim Burke, Editor

To read more of American Drycleaner’s chronicling of the industry over the years, visit www.americandrycleaner.com.

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American Drycleaner, November/December 2016

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