Joan Treistman

P&G Looks to Change Dry Cleaning for Good

September 3, 2010

FROM RETAILWIRE:
Procter & Gamble's test of Tide Dry Cleaners has gone well enough that the manufacturer of Tide is now looking to extend the brand's equity through franchises located around the country. What will Tide Dry Cleaners mean for the brand and the rest of the dry cleaning industry?      [more...]

If Count Cherng sees promise, I am inclined to overlook my doubts. In the few blocks surrounding my office in Manhattan, I've watched cleaners reduce their prices over 30% to bring in and retain customers. And there is free pickup and delivery. But that's New York.

I agree with those who raise questions around the change in wardrobe that allows consumers to put off the need for dry cleaning. I question the ability to find tailors who have the same high quality skills (a different length on each pant leg not withstanding). I can't help but think of Home Expo and what a disaster that was for the consumer, with all those independent contractors.

This is P&G and they do their homework, so I believe there's a pot of gold at the end of the Tide franchiser rainbow.