DES PLAINES, Ill. — The challenge facing dry cleaners isn’t that younger consumers don’t need their services. It’s that these consumers don’t know the services exist, don’t understand how they work, and haven’t been convinced they’re affordable or relevant to their lives.
That’s the message from Katelyn Kratz of Safety and Environmental Compliance Consultants and co-executive director of the Heartland Fabricare Association (HFA), who presented survey findings during a recent Drycleaning & Laundry Institute (DLI) webinar titled “Generations of Clean: Reaching the Next Generation of Consumers and Employees.”
In Part 1 of this series, we explored how perceptions of dry cleaning have shifted dramatically across generations. In Part 2, we examined the disconnect between where younger consumers say they’re influenced and where they actually discover services. Today, we’ll look at what millennials and Generation Z actually want — and how dry cleaners can deliver it.
The Services They’re Seeking
When asked which add-on services would interest them most, survey respondents revealed clear priorities that align well with many cleaners’ existing capabilities, Kratz says.
Pickup and delivery topped the list at 30.4%, followed closely by wash-and-fold laundry services at 28.7%. Alterations and repairs came in third at 24.2%, with shoe or bag cleaning at 10.6% and eco-friendly packaging at 4.4%.
“These aren’t exotic requests,” Kratz says. “Many dry cleaners already offer these services. The problem is that younger consumers don’t know it.”
The wash-and-fold numbers are particularly revealing. While 80.8% of survey respondents reported they rarely or never use professional laundry services, the interest level for the service was nearly 30%.
“One respondent wrote, ‘I had no idea laundry service would pick up and deliver after washing and folding it. That’s awesome! I don’t know how expensive that would get, but I’d love to take that off my plate if possible. I hate laundry,’” Kratz says.
Another noted: “As a neurodivergent person who struggles to finish all the tasks involved in doing laundry every week, the idea that I wouldn’t have to do that is interesting and something I would consider if I had money to spend.”
What Influences the Decision?
Understanding what drives purchasing decisions for younger consumers is key for dry cleaners who want to know where to focus their efforts. Survey respondents identified three primary factors that influence whether they invest in a service: cost, convenience and personal recommendations from peers.
“Going to be a first-time parent in December,” one millennial respondent wrote. “With a little one, I would probably consider using a laundry service more.”
Cost concerns showed up repeatedly in survey responses but were often tied to transparency rather than absolute price. Multiple respondents mentioned difficulty understanding pricing structures.
“I feel like it is hard to gauge my usual laundry by pounds to know how much it’s worth to me,” one respondent noted, “so maybe (pricing) per item or with bag sizes would make more sense to my head and help me know how much I’m willing to spend.”
The Education Opportunity
One of the striking themes was a fundamental lack of awareness about what dry cleaners do and how the process works.
“I grew up only taking coats or dress clothes to get dry-cleaned,” one millennial wrote. “I forget that there are other options.”
Another noted: “I only use dry cleaners when I have garments that show ‘hand wash’ or ‘dry clean only,’ and would be open to using a laundry service if I knew they were taking care to read garment labels and washing articles according to those labels.”
Gen Z respondents expressed even more basic questions. “I am actively learning how to take better care of my clothing and would love to hear more about how dry cleaning compares to washer/dryer use for non-formal clothing,” one wrote. Another simply stated: “Wish I knew more about them, kinda just the whole industry.”
The Economic Reality
Survey responses also revealed how broader economic pressures shape younger consumers’ relationships with professional garment care services.
“I think the national economy would play a lot into whether or not people would use professional laundry services,” one Gen Z respondent wrote. “Right now, so many people aren’t making enough, and cost of living keeps increasing. I know personally I am not in any place to add on a service like professional laundry just due to my current finances.”
However, the same respondent noted a compelling counterpoint: “I see it as unnecessary because I don’t own high-end clothing that would require specific treatments, anyway. If I ruined my clothes, it would honestly just be cheaper for me to buy a new set than go to a professional.”
Kratz believes that this mindset creates an opportunity for dry cleaners to reframe their value. Rather than positioning professional care as a luxury, operators can emphasize how proper care extends garment life — ultimately saving money compared to frequent replacement.
Several respondents mentioned an interest in extending the life of favorite pieces. “I am disabled as well as autistic,” one wrote. “When I find a piece of clothing I am comfortable in, I wear it until it disintegrates. Many of my favorite things were either limited edition or the company went out of business. Any services that can fix little things like small holes or frayed sleeve ends to lengthen the life of my comfort items would be a valuable resource.”
Steps to Success
Based on survey findings, Kratz recommends the following steps dry cleaners can take to reach younger consumers:
- Make services and pricing transparent. Websites should clearly list all available services, including wash and fold, alterations, shoe repair and specialty cleaning. Pricing should be as clear as possible.
- Emphasize convenience. If pickup and delivery is available, make it prominent in all marketing. If hours extend beyond the typical 9-to-5, make sure clients know that advantage.
- Invest in education. Create content that explains what dry cleaning is and how it works. Short videos showing the process can demystify the service for younger consumers.
- Meet consumers where they are. Establish a presence on the platforms younger consumers actually use — particularly Facebook and Instagram for targeted local marketing, and TikTok for reaching the broadest Gen Z audience with educational content.
- Connect with the community. Partner with local businesses, participate in community events and build relationships with local influencers who can authentically recommend services to their followers.
The Path Forward
Throughout her presentation, Kratz stressed that the obstacles facing dry cleaners in reaching younger consumers aren’t insurmountable.
“All of that — that’s a branding and marketing issue,” she says. “And those issues, we can work on.”
The survey data reveals a generation of consumers who could benefit significantly from professional garment care services but don’t realize it yet. They’re thrifting and buying secondhand, investing in pieces they want to last, struggling to keep up with household laundry and looking for ways to save time.
“If it’s fast and I could trust the service, wash and fold delivered would be life-changing,” one respondent wrote.
For Part 1 of this series, click HERE. For Part 2, click HERE.
Have a question or comment? E-mail our editor Dave Davis at [email protected].
