We provide extraordinary care for fine
garments & household textiles
Most consumers have little or no brand loyalty.
They don't care which bank they go to (they go to the one that's
across the street). They don't care which airline they fly (they
fly the one that has the best deal at the best time). They don't
care which auto insurance they buy (they buy the cheapest policy
that meets the law).
Most dry cleaning customers have little or no brand loyalty
either. Dry cleaning just isn't important them. For many, dry
cleaning is a tiresome weekly ritual that involves no more than 3
minutes at a dry cleaner's counter or drive thru. Their allegiance
to any one cleaner is typically based on location, price and
"acceptable quality" (whatever acceptable quality may mean).
The mass market doesn't give a hoot about
true quality dry cleaning and
true quality shirt laundry.
Then there are those customers who are not only
particular about their garments and household textiles but are also
knowledgeable about the details -- the "ins" and "outs" and "hows"
and "whys" of cleaning processes and craftsmanship.
Specifically, these customers have developed a good
understanding of pre-spotting, cleaning, hand finishing (aka
pressing), repairing, inspection and packaging. And the role played
by each of these functions in keeping their fine garments and
household textiles in pristine condition. These customers will
drive past 20 ordinary cleaners or even ship
their fine garments across the country to reach their cleaner of choice.
There are hundreds of the first category of customer for every
one of the second category of customer.
So I understand why ordinary cleaners would target the first
category of customer. By contrast, a true quality cleaner prefers
the second category as a client.
How can I help you?
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