/ Magazine / Editorial / Dry-cleaning shops: washing well is no longer
enough, the industry must change its face

Dry-cleaning shops: washing well is no longer
enough, the industry must change its face

Marzio Nava

For too long, the dry-cleaning sector has looked for answers outside itself, when the most important questions were already to be found within its own businesses.

I recently attended the webinar on the challenges and prospects of the sector organized by one of our AIFL members, Casella Srl. The discussion brought to light a truth that is both simple and uncomfortable: the main problem is not a lack of customers, nor competition from large chains or self-service laundries. The real issue lies in the value the sector is able to communicate. And much of that revolves around communication.

Every day, thousands of business owners return clean garments, restore valuable fabrics, remove stubborn stains and provide a service that requires technical expertise, responsibility and continuous investment. Yet much of this value often remains invisible to the customer. The reason is clear. A disorderly premises, an unwelcoming reception area, anonymous packaging and improvised communication convey an image that fails to reflect the quality of the work being carried out. This is where the gap between real value and perceived value arises. In recent years, there has been much discussion about digital marketing, social media and advertising campaigns. These are important tools, but no communication strategy can ever compensate for inefficient organization or a neglected customer experience. The first advertising message is the business itself. Order communicates reliability. Cleanliness communicates expertise. Organization communicates professionalism.

In other words, marketing begins when the customer walks through the door of the dry-cleaning shop, not when they see a post on social media. From this perspective, the proposal to establish a quality certification system was also forwarded, capable of identifying dry-cleanings that meet specific technical and organizational standards. Such a tool could help both to recognize excellence and to provide consumers with an objective benchmark when choosing a service. Innovation, moreover, cannot be reduced to purchasing a new machine or introducing management software, although both are certainly important. True innovation is cultural. It means rethinking the way we work, investing in continuous training, standardizing processes, empowering employees and building a recognizable corporate identity. Another important issue that emerged during the webinar was the difficulty of creating officially recognized training programs. Regulatory constraints and the lack of appropriate tools should not, however, become an obstacle. On the contrary, they represent an opportunity for the sector to strengthen its ability to organize itself, sharing skills, experience and best practices.

Institutions can certainly play their part, but the revitalization of the sector cannot depend exclusively on public funding or new regulations. It depends above all on entrepreneurs willingness to invest in their businesses, their image and their professional culture. The question left open by the webinar is a simple one: do we want to continue to be perceived as an essential but undervalued service, or do we want to become a sector capable of communicating its excellence? The answer will not come from an advertising campaign, but from thousands of small changes made every day. A more orderly dry-cleaner. A more professional welcome. A more attentive service. Packaging that communicates quality. Well-trained employees who understand the importance of their role. Many small actions, like the pieces of a mosaic that still need to be assembled. Major transformations do not begin with slogans, but with a new mindset. It is time for the dry-cleaning sector to make this cultural leap as well. Because the future will not belong simply to those who wash better, but to those who know how to communicate and make customers recognise the value of their work. And today, that is the real challenge of innovation.

DETERGO MAGAZINE # SEPTEMBER 2026

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