The pandemic that forced 1/3 of dry cleaners out of business is now almost over. Most dry cleaners report that their sales figure is either at the pre-pandemic level. Some even say it’s higher. Price increase has definitely helped. If you are still charging less than $3 for a shirt, you survived the pandemic only to shoot yourself in the foot.
Korean cleaners are still not making equipment purchases but American cleaners are actively investing. With labor shortage, investing in a tensioning finisher that can reduce labor hours is a no brainer. It literally is an investment that pays for itself.
There are several points I always try to impress upon cleaners. First, raise your prices. Second, replace old equipment over 10 years old. Third, make an app to make it easier to use your service and appeal to the MZ generation. Lastly, promote wash, fold & press service.
The first three are self-explanatory. Let me expand on the wash, fold and press service. Dry cleaning industry has been suffering a downturn even before the pandemic. The main reason was the younger generation’s preference for washable fashion. I mean it is an old news. But we should not overlook the other side of the coin. Why would the younger generation want to stay home and do the laundry. If they care for their appearance, they have to do ironing, too.
Traditional wash and fold service does not contribute to dry cleaning business. But wash, fold and press service does because they bring fashion-conscious customers.
“Stop wasting your talent of laundry”
“Doing laundry doesn’t count as a hobby”
“Your time is better spent outside the laundry room”
Create a catching phrase to promote this service and we will be able to bring in more young professionals.
Yea, you’re right
Even though I can be a little passionate when I convey this message, there is one response that will shut me up right away. That is “yea, you’re right.” Because that person does not want to change.
Many Korean dry cleaners are advanced in ages and it is understandable that they don’t want to change when they are approaching the retirement age.
One common trait of old people is that they don’t want to make a change. So, when I talk to them about new stuff, they don’t want to listen but oblige me by nodding knowingly. “Yea, you’re right” is their typical answer. Silently, they will probably say something like these in their mind:
“I already have a computer. Now I need an app? Is that free?”
“I have been using my Suzie for 15 years. Why change?”
“I have been taking a good care of this dry cleaning machine for over 10 years. I don’t need a new one now.”
“I have a very tight group of loyal customers. I don’t need to go after young kids.”
In the age of centenarian, sexagenarian is not considered an old age. But if you ask a 60-year-old dry cleaner, he insists he is too old to do new things. But a 70-year-old person would say “I wish I could go back to being 60.” If you ask an 80-year-old person, he would say “wish I was 10 years younger.”
Bowls were given to people so that they can bring water from an oasis. But there was this one guy who has been making the trip all day long but didn’t bring one drop. Why is that? He insisted on holding the bowl upside down.
It’s about time we looked at our bowls.
