CHICAGO — The concept of circularity in fashion — extending the life of garments through care, repair and reuse, and then aiding in the recycling process to create new fabrics — can offer dry cleaners new opportunities in a time where piece counts are down and bringing new business through the doors is critical.
In Part 1 of this series, we explored the need for circularity and the impact fast fashion has on the environment. Today, we’ll examine how embracing circularity can help dry cleaners attract new business.
Building Up Business
While the need for circularity might be apparent, how a dry cleaner can use this movement to improve its bottom line might not be.
Christopher White, executive director of America’s Best Cleaners (ABC), believes that circularity can provide an answer to many problems that cleaners face.
“You hear the complaints about piece counts being down,” he says, “and Gen Zs and Gen Alphas don’t even know that our business exists. They might not even know that things can be fixed — many have a ‘throw away, use-and-abuse and just get rid of it’ mentality. There’s an opportunity here.”
While fast fashion is a factor, there is also a growing trend of younger people moving in the opposite direction. Buying high-quality used clothing, through thrifting, resale shops or websites such as ThreadUP.com or TheRealReal.com, is increasingly coming into vogue.
According to ThreadUP’s most recent resale report, the U.S. secondhand clothing market reached $43 billion in 2023, up from about $23 billion in 2018, and is predicted to hit $73 billion by 2028. Year over year, the U.S. secondhand market grew 11% in 2023, which was seven times faster than the broader U.S. clothing market.
“Young consumers see better goods as not just a depreciable purchase,” White says. “Now, it’s an asset. I could buy it, and because of the markets like ThreadUP and TheRealReal, I can resell it. But can I get the maximum value when it has a stain or if it’s missing something? No. Dry cleaners could prep that garment, however, so that it can be described better on those platforms. The reseller can get maximum value — and perhaps even make a profit on it — and the garment gets more life out of it.”
While this movement might be driven more by younger people, Rachel Kibbe, CEO of American Circular Textiles (ACT), a mini-trade association think tank that is part of the Circular Services Group, says they are not the only ones jumping on to the trend.
“Every generation alive today is weighing in on it,” she says. “Grandmothers are saying, ‘This is how we always shopped. I’m glad you caught up.’ I met a woman who was a mother of three older teenagers on a plane recently, and she said, ‘Oh, I use TheRealReal constantly. I’m always reselling my bags and buying on there. That’s the way I consume luxury.’”
Connecting With Customers
So, how can dry cleaners take advantage of this growing change in consumer behavior?
“It’s really about messaging to these younger generations that taking care of better-quality clothes can make them last longer,” White says. “And now, using these markets and being able to resell your clothes, you can still be stylish and know your closet is not frozen in time anymore. It can be diversified. On any day, you could just put a garment up on the market, sell it and bring down what you want.”
White believes that offering specialized services such as delicate restoration methods, spot treatment, dyeing, upcycling and repairs for vintage and secondhand clothing can attract customers interested in preserving these unique items.
Tailoring is also a critical service to offer in the space, because many of the items will need extensive repairs or replacement of embellishments and to be altered to fit.
“These skills can differentiate a dry cleaner from competitors,” White says. “Collaborating with fashion retailers and resale shops can also create synergies where dry cleaners offer exclusive discounts or services tailored for vintage and secondhand garments. Participating in clothing swap events can also demonstrate a dry cleaner’s commitment to sustainability and introduce their services to a community-focused audience.”
This is a unique opportunity, he believes, to connect with buyers and sellers of clothing.
“Dry cleaners can enhance the value of items to be resold by removing stains and making small repairs,” White says. “On the buyer’s side, we can sanitize and make the alterations needed for a proper fit, all while maintaining the value of the investment.”
He sees these new connections as ways cleaners can forge bonds with younger customers without having to redefine their business.
“This is big,” he says. “This is a generational shift. We’re talking about existing owners, along with new owners coming in, having opportunities for their business for the next 20 to 30 years by filling this need, on top of still doing their regular retail business.”
Come back Tuesday for the conclusion of this series, where we’ll look at business-to-business opportunities circularity could bring to dry cleaners, and ways to get started in this field. For Part 1 of this series, click HERE.
Have a question or comment? E-mail our editor Dave Davis at [email protected].
