True Quality CleaningStraight talk about caring for fine garments & household textiles from an expert who calls it like it is. In plain English.

Understanding the difference between a cleaner and a fabricare specialist

Rave FabriCAREI hear many questions every day. Questions like "What makes you different from ordinary cleaners?" Or "Why don't you clean in perchloroethylene or synthetic petroleum like ordinary cleaners?" Or "Why don't you offer same or next day service like ordinary cleaners?" Or "Why don't you pick up and deliver in 2 or 3 days like ordinary cleaners?"

While each of these questions is perceptive and probing, no question digs deeper into the essence of true quality cleaning than "why isn't there a 'cleaners' in RAVE FabriCARE?"

What may appear to be an omission or oversight is really a conscious decision. Simply put, we're fabricare specialists - true quality cleaners. Not ordinary cleaners. There is a difference. And it's not just one of semantics.

In a nutshell, we could ...

  • No-spot or post-spot like ordinary cleaners instead of pre-spot.
  • Clean in a relatively aggressive drycleaning solvent (perchloroethylene or synthetic petroleum) like ordinary cleaners instead of an odorless, dermatologically-friendly, fabric-gentle, non-dye-stripping drycleaning fluid (siloxane).
  • Inject moisture, fragrance and sizing into our drycleaning fluid like ordinary cleaners instead of operating with zero moisture, zero fragrance and zero sizing.
  • CleanersWash as many of your cotton and linen garments as possible like ordinary cleaners instead of drycleaning them as you requested or as specified by the care label.
  • Machine press your garments like ordinary cleaners instead of hand ironing them.
  • Conduct cursory lookovers of garments like ordinary cleaners instead of detailed, individualized inspections.
  • Shuttle your garments around our facility on a roller-coaster-like automated system like ordinary cleaners instead of moving them gently by hand.
  • Return your garments in a manner that suits the cleaner instead of customizing the finishing and packaging of your garments to your personal preferences.
  • Use non-contoured non-shoulder-supporting hangers, acidic logo-printed tissue and thin poly instead of packaging materials that are technically aligned with and supportive of your garments over the short and long term.
  • Stuff multiple garments into a narrow poly bag like ordinary cleaners instead of packaging them individually.
  • Offer same or next day in-store service on your garments and household textiles like ordinary cleaners instead of the 4 to 5 days necessary to do the job right (in most cases).
  • Pickup and deliver your garments and household textiles in 2 or 3 days like ordinary cleaners instead of the 4 to 5 days necessary to do the job right (in most cases).

The list of differences is endless.

As a fabricare specialist - a true quality cleaner - I could conform to the conventional wisdom of ordinary cleaners but I wouldn't dream of it.

If all this sounds a little complicated, technical, labor-intensive and time consuming, it is.  Luckily, there's an easier way to identify a fabricare specialist - a true quality cleaner. A fabricare specialist - a true quality cleaner - will be delighted to disclose the ins and outs and the hows and whys of their processes and craftsmanship to you. IN GREAT DETAIL. AND IN WRITING.

You see, fabricare specialists - true quality cleaners - have nothing to hide. Quite the contrary. They believe the more you understand about their processes and craftsmanship the better. So they distribute fact sheets, white papers and ebooks. And conduct educational seminars and tours.

Ordinary cleaners, on the other hand, hate disclosure. They provide little or no information, often citing "trade secrets" as an excuse. Instead of accurate, detailed information about their specific processes and craftsmanship, they offer glitzy, multi-color, photo-rich brochures that proffer meaningless platitudes such as:

  • We provide great cleaning, fabulous service and quick turnaround.
  • Each and every day we work hard to earn compliments from our customers.
  • We treat your everyday wear -- polo shirts, chinos and jeans -- as if they were fine couture pieces.
  • We give your shirts the focused care that only we can provide.
  • Our packaging is the talk of the town.

And, consistent with these meaningless platitudes, their testimonials tend to focus on the friendliness of their staff and the broadness of their smiles. Not a whisper about their processes and craftsmanship.

You see, it's not that ordinary cleaners can't disclose the ins and outs and the hows and whys of their processes and craftsmanship. IT'S JUST THAT THEY WON'T.

And why won't they make full disclosure? Simply, because they're afraid that disclosure -- any disclosure -- will make it easier for you to evaluate the relative quality of the product they deliver. And will point to the fact that their "exceptional" or "award winning" cleaning - apart from the fancy packaging - is no different from the "bang and hang" cleaning offered by any other cleaner across the street or across town.

Finding a true fabricare specialist - a true quality cleaner - in your city is actually quite simple. Ask for detailed information covering EACH of their processes: The ins and outs. The hows and whys.

Bet you come up empty handed. As empty as their platitudes.

How can I help you?


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