CHICAGO – The dry cleaning industry is under pressure to expand beyond its traditional boundaries, and many cleaning companies are seeing an urgent need to evolve their service offerings and business models to capture new markets, particularly among young consumers.
Part 1 of this series examined the impact of industry consolidation in recent years and labor issues that are expected to continue into the new year. In the second part we look at the impact that technological advances could have in 2025. Today we conclude by exploring the opportunities that cleaners could take advantage of in the near future.
What was versus what is and will be
"I don't think formal wear will ever come back," says Mary Scalco, executive director of the Drycleaning & Laundry Institute (DLI). "So we need to figure out how to clean what people are wearing today."
One of the most promising paths to success lies in the circular economy of fashion, says Christopher White, CEO of America's Best Cleaners (ABC). There are increasing opportunities for professional cleaners and garment care specialists to play a critical role in extending the life of clothing, eliminating waste and supporting a more sustainable fashion ecosystem.
"The retrade is expected to be worth $73 billion in the United States alone [in 2025]," he says. "Even if 5% of these people were actively involved in cleaning once a year, that would be huge for our industry. »
Scalco also sees this change in consumer behavior.
"For many young people, vintage and second-hand have become a way of life," he says. "They don't shop at Forever 21 anymore. Instead of fast fashion, where it was cheaper to replace than clean, they are now investing in quality pieces.
This trend toward high-quality specialty care goes beyond vintage clothing. White points to opportunities in these services, he said. "They deal in unique items like Louis Vuitton bags, Chanel bags or Balenciaga sneakers."
However, capitalizing on these opportunities requires a fundamental change in the way cleaners are presented to the market.
"If I could find a word other than 'dry cleaning' to describe our industry, I would use it," says Scalco, noting that cleaners who take a more general approach could more easily connect with potential clients. "I just want you to take care of my clothes or take care of this or that for me," he said. "I really don't care how you do it."
White emphasizes how important it is for cleaners to help their customers make this mental shift by redefining what dry cleaners can do to care for their items and make their lives easier.
"There's a whole generation of two who don't even know our industry exists," he says. "We now have the opportunity to paint a new picture of how we are a sustainable solution. »
What you need to enjoy it
Both Scalco and White emphasize that success in these new markets requires a different mindset.
"I don't know if I would call it 'skills,' but I think it's a mindset," Scalco says. "Cleaners need to figure out how to raise the bar, appeal to this younger clientele and do more marketing."
White puts it more bluntly: "If you, as an owner, sit on the scouting committee and feel comfortable there," he says, "other people there will actively pursue their clients, like I did." I've never had the ability before had to do it.
Both point out that cleaners cannot wait for traditional activities to return.
"There are some in the industry who are still waiting for suits and ties to come back," says Scalco. "They waited 20 years. If they don't come back, I don't think they will come back.
Instead, successful cleaners in 2025 must actively seek new opportunities while maintaining their core competencies.
"There are many ways for dry cleaners to participate in this space that work for them without a large investment," White says. "You just have to be there and send appropriate messages to catch these people."
While the coming year could hold some interesting twists and turns, Scalco says cleaners need to take action to grow their business and look forward to taking advantage of every opportunity that comes their way rather than passively reacting to events.
"Let us be interesting in our own creation," he says, "and not in that of others."
To view the first part of this series, click HERE . For Part 2, click HERE .
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