CHICAGO — While times are certainly brighter for many in the drycleaning industry than they were a few years ago, new challenges, evolving customer demand and new technologies will force those cleaners looking to grow to reexamine their mindsets and their workflows.
In Part 1 of this series, we looked at how labor was going to be a continuing challenge for dry cleaners, as well as how finding proper insurance is an ongoing concern. In Part 2, we explored an opportunity many cleaners might not be aware of, as well as how consolidation is reshaping the industry.
Today, we’ll conclude by examining how cleaners can best set themselves up for success with today’s customers, and how technology will play a role.
Positioning for Value
As economic pressures mount, including the impact of tariffs on clothing costs and quality, experts agree that dry cleaners need to emphasize their value proposition more clearly.
“We need to be positioning ourselves as bringing value,” says Christopher White, executive director of America’s Best Cleaners (ABC). “We’re making your wardrobe last longer, and you’re getting more value from it. That should be a very strong message being put out.”
He notes that tariffs are forcing clothing manufacturers to use cheaper materials and lighter weaves, which may increase the need for professional care to maintain garment longevity.
Mary Scalco, CEO of the Drycleaning & Laundry Institute (DLI), frames the value proposition as a time-saver rather than simply a clothes-cleaner.
“The only thing people need more of today is time,” she says. “If we can give you more time, I think that is a valuable asset that we can market moving forward.”
White adds that cleaners should position themselves as “wardrobe managers.” This messaging may resonate particularly well as younger generations increasingly value sustainability and cost-per-wear calculations. “We are your wardrobe value saver,” he says. “We are here to help you.”
Technology and Strategy
Answer Engine Optimization (AEO), also called Generative Engine Optimization (GEO), is an emerging trend operators should watch, says Dawn Avery, executive director of the National Cleaners Association (NCA). This approach makes it easier for AI tools such as ChatGPT to find a drycleaning company, rather than focusing on traditional search engines.
“I don’t think cleaners are expecting it,” she says. “Google’s layout has changed to include AI, and it’s only going to evolve faster. I think the dry cleaners who win in 2026 will be the ones who spend time on their AEO.”
More broadly, Avery urges operators to develop comprehensive strategies rather than simply reacting to daily crises.
“Build a strategy and be consistent,” she says. “A lot of dry cleaners bought themselves a job, and they’re just putting fires out all day long. If they took a step back and became the operators of their businesses as opposed to the workers, they would be amazed at the traction they could make.”
Scalco notes that technology, particularly AI, can help free up staff for more productive activities.
“AI makes marketing easier for you,” she says. “It can answer the phone, answer questions, answer chats on your website … things that free employees up to do something else that’s more productive for the company.”
Looking Forward
“I’m optimistic about 2026 because I think the past couple of years have been tough,” Avery says. “We’ve fielded a lot of negative calls. But the calls aren’t like that anymore. A lot of cleaners are busy. A lot of them are good.”
Conversations with NCA members have shifted from crisis management to growth planning.
“Last year, they were saying, ‘Oh, my God, where am I going to get this employee? Where am I going to get this customer from?’ And now they are saying, ‘We figured this out. Now what? What’s next?’”
Scalco sees opportunity for those who have prepared: “Those who have positioned themselves well are going to continue to grow. The market is out there, and they’ve met the challenges.”
White acknowledges the headwinds but sees opportunities for cleaners who focus on value and service: “I’m still bullish for my affiliates.”
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].
