GLOBAL PROFESSIONAL POWER OF PARTNERSHIP TEXTILE CARE · amongst others a presentation about...

CINET is a non profit organisation

Professional Texti le Care

GLOBAL PROFESSIONALTEXTILE CARE

POWER OF PARTNERSHIP

october 2010

Marketing and Markets

www.cinet-online.net

Contents

CINET at Expo Detergo 2010; 3

Global Professional Textile Care; Chances & Challenges

Modern PTC servicers for a profitable future 4

IDC conference 2010 5

Fourth E-DryClean partner meeting in Brussels 6

News 7-19

CINET and international care labelling 8

OBSENTEX, June 30, Paris 10

IDC Convention 2009 Beijing China 11

Argentina; land of promises 12

Texcare Russia 14

Textile cleaning market in the Netherlands 16

The benefit from branding 17

Successful Reiniger@work concept 18

CINET

2 global professional textile care

Workshop: “Ptc business trends and market opportunities”A global view on market trends and

developments you will find special

country reports on the major European

countries: Germany, Italy, United

Kingdom, France, Benelux, Russia, as

well as the USA, China/Asia and South

America. Major developments are

described and market opportunities are

highlighted. This meeting is organised

in close cooperation with national

associations, research institutes and

PTC companies all over the world.

At the end of the meeting digital

conference material is available.

official Launch e-dryclean; learning sustainable dry cleaning comfortable at homeThe last two years 15 European

partners from 8 countries have worked

together to establish an E-learning

website in 7 languages which will be

launched at the ExpoDetergo. The

website includes easy to learn material

for employees and employers on how

to process solvents safely for persons

and the environment. Solvents include

perchlorethylene, hydro carbon,

siloxane, Co2 and wetcleaning in PTC

premises. The material is practical

and can be followed on the internet

CINET will bring the PTC world within

your reach at the Expo Detergo Show

coming October 15-16 at the Expo

Detergo in Milan, Italy.

24 hours a day. After an exam,

certificates are provided by the national

associations, partners in the project.

The official launch will be introduced

officially by the Italian partners, CINET

and the other project partners. During

the Expo Detergo E-Dryclean will be

demonstrated and visitors can try the

E-learning modules themselves.

cinet international press meetingCINET invites the trade press from

all over the world to join the press

meeting organised during the show,

to be informed about the results and

news on CINET projects and activities,

as well as exchange ideas and

organise cooperation.

saturday october 16Location: ATA Hotel Executive, Viale

Don Luigi Sturzo, 45, 20154 Milano,

Italy

10.30 hrs. The CINET General

Assembly 2010 (CINET members)

cinet general assemblyThis meeting, open for CINET

members, will cover an overview of

current and future CINET projects and

activities, including the presentation of

the CINET Year Report 2009/2010.

Friday october 15Location: New Fieramilano - Rho,

Milan (Italy) Pavilions 2-4, Gate Est

13.30 hrs. Workshop: “High Quality,

Sustainable processing in PTC”

15.30 hrs. Workshop: “PTC Business

trends and market opportunities”

17.00 hrs. Official Launch of

E-Dryclean; learning sustainable

professional cleaning comfortable at

home.

17.30 hrs. International Press meeting

CINET

Workshop: “High Quality, sustainable processing in Ptc”For the future PTC business “High

Quality, Sustainable processing” is

an absolute must to stimulate market

development, achieve improved

business results and regain our

highly professional image again as

an innovative service industry. To

proof and guarantee sustainability

is becoming a key success factor

in almost all countries over the

world. This is not only involving the

current processing operations with

solvents, but also the cleaning of soil

contamination as a result of cleaning

processing in the past. Extensive

information will be presented on

how sustainable processing can be

organised, maintained and guaranteed;

including legislation, working methods

and organisation requirements. This

will be made available in digital

information as well. Best practices of

modern professional textile care will

be presented by leading technology

suppliers, like Union, Böwe, Seitz, Veit

and Sankosha.

cinet at expo detergo 2010;

global Professional textile care;chances & challenges

CINET

global professional textile care 3


® CINET

cinet publishes new sector study on Professional textile care

Modern Ptc services For a Profitable Future

Although many PTC shops are facing tough

challenges in Europe the industry will have a

profitable future with modern services, says a new

study prepared for CINET. These new services

modernize the profile of the industry sharply and

will be much more customer centred then today.

They include “drop off” and “pick up” of textiles,

online support, “green cleaning”, services for

business customers and others. “It is crucial

to improve the attractivity of PTC”, says Peter

Wennekes, Secretary General of CINET, “and the

study shows a couple of options how to do that.”.

traditional Ptc is a Mature MarketThe professional textile care business

is currently on the downward slope

of its life cycle, says the study. Main

reasons are the high availability of

washing machines and tumblers at

home, the decrease of formal dress

codes involving wool garments,

and an increasing portion of “easy

care” and “wash and wear” items.

Customers need PTC services in a

broader perspective there are numerous

opportunities, which can not only

compensate vanishing demand, but

also revitalize the life cycle curve of

PTC services.

routes to a Profitable FutureIn a nutshell the study points out the

following routes to develop a profitable

future for PTC firms in Europe:

• new services, which facilitate

customers access to PTC like valet

services and online support

• new customer groups, which broaden

the base for PTC companies like

banks, consultancies, nursing homes

• “green cleaning” – ecological

improvements in production and

processes

• quality commitment, indicated by

certificates

• digital marketing on an individual

base, but joint marketing campaigns

of collaborating PTC firms

new services and new customer groups revitalize Life cycle For too long, PTC has been seen as

a production process or a handicraft

activity. That had kept emphasis on

the priority of cleaning processes and

internal logistics. The competitive PTC

business of the future will be first of all

a totally customer focussed service.

“Facilitate the life of PTC customers,

collect items to be cleaned at their

home, and bring them back after

cleaning”, is one recommendation of

the study, which documents examples

of valet services in different countries.

Or: “Establish online support: the

customer can demand and prepare

cleaning services online, including the

planning of pick up and drop off at

his home, he can review his basket

before ordering, and he can pay

online.” Though this might be unusual

with private customers today, it is

recommended by the author to regain

attractivity in private households. “24

hours service, Pick up, drop off and

online support are proven techniques

in the modern industrial laundry service

system. PTC companies should adapt

that approach to their requirements

and market opportunities. Enlarging

the service will also allow to offer to

new customer groups like for example

lawyer firms, banks, hotels and nursing

homes.

green cleaningTraditionally the PTC production is

often perceived as an ecologically

questionable process, which uses

water, energy and contaminates

with its detergents and solvents the

environment. However, progress at this

front is turning the picture dramatically.

Recent research indicates that the

private household washing machines

and tumblers cause are ecologically

less efficient than the professional

production. New technologies and a

professional organisation of processes

and logistics in laundering and the

“cradle to cradle” approach

CINET


idc conference 2010The International Drycleaners Congress

2010 conference took place from

September 23 to September 26 in Dublin,

UK.

The event included conference

sessions, international reports and a

suppliers’ exhibition.

Visitors also had the possibility

to visit Dormer (Ireland) Ltd, a

leading supplier in Ireland to the

dry cleaning sector. Sales Director

Peter Corrigan gave a practical

demonstration on wet cleaning.

Visitors could also take a tour of

Dublin with a visit to the Guiness

brewery. More information is available

via www.idcnews.org. Mr. Peter

Wennekes held on behalf of CINET

several presentations during the

IDC about ”CINET; the International

Trade Association”, ”Market figures,

trends and characteristics” and an

country report on the Netherlands.

Other presentations included

amongst others a presentation about

”Management strategies to enhance

the image” and country reports on

Canada, China, Ireland, Japan, Korea,

Nigeria, Romania, UK and the USA.

During the IDC 2010, it was agreed

that the IDC 2011 will be combined

with the CINET Info Square Meeting

during the JET EXPO, March 2011 in

Paris.

in dry cleaning minimizes emissions

and energy costs. But this is not

communicated sufficiently, neither to

PTC shop managers nor to consumers,

the study points out.

commitment to QualityConsumer research clarified that the

quality of service is the most important

success factor in the PTC business.

This should be specifically addressed

with quality certificates, which ensure

that the cleaning process and the

machines are monitored to ensure a

good quality. However, the certification

process needs to be adapted to the

properties of small and medium sized

enterprises with few employees like for

example the matrix certification of DTV

in Germany.

More Marketing necessaryA severe challenge for the small

and medium sized PTC industry is

an effective marketing. Consumer

research has shown that over 45 % of

current customers are not clear about

the offering of their PTC provider.

The study states an information gap,

but also a branding and a confidence

problem. Usually marketing ensures

sufficient information and trust relative

to the services offered. The majority

of PTC shops is too small to run

traditional campaigns in the current

media flooded world. However, direct

marketing is quite easy for firms

using an electronic cash system, and

also joint marketing of collaborating

companies is a viable way to promote

quality seals, brands, and joint

business solutions.

support of associations and government HelpfulThe average PTC firm in Europe is

too small to adapt a large portion of

measures for a secure and profitable

future. It is the role of associations,

partners in the supply chain (a.o.

suppliers) and government to facilitate

this adaption process by supplying

some initial resources, enabling know

how transfer or organizing groups for

collaboration.

CINET (Comité International de

l`Entretien du Textile), the European

Association for the Textile Care

industry, together with the national

trade associations DTV (GER),

FBT (BE), TSA (UK) and Netex (NL)

commissioned the study “Textile Care

in 5 Years – Chances and Challenges”

to initiate and continue the discussion

and learning process about future

options in the European PTC industry.

Study is prepared by Dr. Geert Böttger,

Düsseldorf, who has specialized his

consultancy to the professional textile

care sector. The study is available at

CINET.

CINET


E-DryClean is an international initiative to

develop practical and accessible educational

materials, specifically meant for professional

European textile cleaners. At April 27 last the

fourth E-DryClean partner meeting took place

in the office of the Belgian association FBT in

Zellik, Brussels. The organisation of E-DryClean is

done by TKT (Dutch technology centre for textile

care), supported by, together with the European

associations, research institutes and suppliers.

their exams digitally. Changes to the

education material can be done easily.

This assures the student of the most

actual information. Also for employers

E-DryClean offer a lot of benefits.

Students do not have to skip working

days and time is being used efficiently.

If personal support is needed, one can

also choose a blended learning model,

which is a combination of self study and

group study with a professional teacher.

The modules are set up user friendly with

short texts and a lot of visual support.

The six modules which can be studied

using E-DryClean are:

1. European and national legislation

2. Perchloroethylene

3. Hydrocarbon Solvent

4. Alternative Solvents (CO2, professional

wet cleaning, Siloxane/D5)

5. Machine technology

6. Special aspects

e-dryclean certificate for workers and entrepreneursThe target group of E-DryClean

consists of workers and entrepreneurs

of textile cleaning companies. This

makes E-DryClean a broadly oriented

educational system. Also for starting

entrepreneurs, E-DryClean is not to miss.

Beside studying separate modules, one

can also choose to follow a complete

organiser. An organiser is a mini-training,

a collection of several modules. For

following the organiser the student

receives a learning scheme.

When all modules from the organiser

have been followed successfully, the

student receives an official certificate,

after a succesful examination. And

because E-DryClean will be released in

at least 8 countries, this certificate has

international value!

development e-drycleanThe last months project partners worked

together to develop the content for

all training modules. Because of the

international character all modules are

first written in English. By using the

knowledge of all European partners

for creating the content, the quality of

the learning material is guaranteed.

Meanwhile all modules are definitive,

and are being translated.

introduction e-drycleanE-DryClean will be presented officially

on October 15th at the Expo Detergo in

Milan. After the official presentation the

project partners will offer E-DryClean

to their national professional textile

cleaners.

Learning and workingE-DryClean is being offered in user

friendly e-learning modules, meant for

digital individual study. E-learning offers

students, at any moment, an easy,

accessible and most of all flexible way

of studying. Apprentices can to log

in on the E-DryClean website where

they can find all information needed.

Students can learn independently by

training modules and can even do

Fourth e-dryclean partnermeeting in brussels

CINET



the Supervisory Board for Salesianer

Miettex in Vienna, Austria.

The impressive performance of

Christine Krautschneider’s 25-year

management tenure is, in her own

words, based on ”punctuality,

cleanliness and reliability”, because

these are the very characteristics that

form the basis of maximum quality

and satisfied customers.

german certification association for Professional textile serviceStarting on June 1. 2010, the

website of the German Certification

Association for Professional

Textile Service (Gütegemeinschaft

sachegemäße Wäschepflege e.V.)

is now also available in English. In

addition to the current domain at

www.waeschereien.de, the German

Certification Association now also has

an international presence at www.

quality-laundry.com. The website

contains information about the work

of the association and RAL quality

certification mark 992 for professional

textile services, along with the

option of finding member operations

on a country basis.A password-

protected and closed-off user area

enables members to access laundry

information as well as other exclusive

information.

dtV and intex throw their political weight together into the scaleOut of a friendly relationship between

DTV and Intex now an active

cooperation has been developed.

Therefore the DTV founded with intex

the ”Association of Textile Service”.

Official seat is at the ”General

Association of textile and its mode”

in Berlin. On the basis of the existing

boards of DTV and intex an equal

partnership starts on July 01, 2010.

First and foremost, the association will

be provider for the DTV and intex and

provides local support for targeted

advocacy, in the federal capital and

at the European level. Therefore

the associations throw their weight

together into the scales in order

to find an attentive ear for political

decisions.

Hohenstein opens new office in belarus More and more textile firms from

Belarus, Kazakhstan, Uzbekistan,

Moldavia and the Ukraine have

recently begun having their textile

products tested and evaluated by

Hohenstein experts. The companies

range from yarn manufacturers to

makers of ready-to-wear clothing.

In order to meet this demand, the

Hohenstein Institute established a

contact office in Minsk, Belarus, at

the beginning of July. The new office

officially represents the International

Oeko-Tex® Association and is headed

by Roman Paschenuk. Since 1 July

2010, it has been advising companies

in all matters regarding product

certification according to Oeko-Tex®

Standard 100. In 2009 alone, more

than 30 Oeko-Tex® Standard 100

certificates were issued to Russian

enterprises. In addition, the office also

makes available to interested firms the

numerous, supplementary consulting,

testing and certification services of

the Hohenstein Institute.

texcare asia 2011 change of dateThe Messe Frankfurt Shanghai

organisation announced a change of

date for the next Texcare Asia event,

which now is foreseen for the 17th –

19th of November 2011 in Shanghai.

The concept of this international show

has not been changed, nor the venue

in Shanghai, which will be the same

as in 2008. The last Texcare Asia

show in Beijing attracted over 5,900

visitors.

ePa announces no rule changes for toxic chemicalsThe US Environmental Protection

Agency (EPA) recently announced

that the latest report of a federal

toxic substances advisory committee

calls for no changes to the Toxic

Substances Control Act (TSCA)

priority-testing list. The TSCA

priority-testing list authorizes the EPA

administrator to issue regulations

requiring testing of chemicals and

chemical groups to develop data

relevant to risks that such chemicals

and chemical groups may present to

health or the environment. The current

testing list includes two alkylphenols,

12 lead compounds, 16 chemicals

with insufficient dermal absorption-

rate data, and 207 High Production

Volume (HPV) Challenge Program

orphan chemicals, the EPA notice

said.

Honours for entrepreneurial excellence in the textile services areaOn 9 June 2010, Hohenstein Institute

has awarded the ”Hohenstein Award

for Entrepreneurial Excellence in

Global Textile Services” to Christine

Krautschneider, long-time managing

director and current chairwoman of

news

CINET


cinet and international care labelling

If the care labelling system is not

comprehensive and reliable, it is

more than likely that, in the eyes of

the customers, the responsibility

for damaged garments or textiles

will fall on the dry cleaner/launderer,

even though it may be impossible

to determine whether the garment

can be cleaned without subjecting

it to an appropriate process. Also,

as the manufacture of garments

and other textile articles becomes

more concentrated in Asia, so the

distribution of garments worldwide

becomes single sourced. It is thus

imperative that the care labelling

system becomes more globally

relevant i.e. there needs to be one

system only for all countries thus

eliminating the need for many local

systems.

ISO 3758 – Textiles — Care Labelling code using symbols was

introduced almost 40 years ago and

has been constantly revised to take

account of changes to the domestic

laundering and professional textile

care processes. For example, six years

ago a new symbol was introduced for

wetcleaning and the Circle F definition

was changed to encompass the

new hydrocarbon processes. With

ongoing changes within our industry

and the introduction of some new processes such as liquid CO2 and methyl siloxane, it may be that there will have to be further revisions to accommodate these.

However, even in its present state,

ISO 3758 is unacceptable to some

countries; mainly those that have either

mandatory or regulatory care labelling

most notably the USA with its Federal

Trades commission Care Labelling

Rules. The primary difficulty is that

often the requirements of ISO 3758

Within the global professional

textile care industry, there are more

than 500,000 drycleaning and retail

laundry businesses employing more

than 10 million people.

With the textiles and garment

industry producing much more

complex articles by the use of mixed

fibres, more colourful designs and

use of additives to enhance the

products, it is important that the

Industry can rely on an effective care

labelling system.

CINET


ACTUEEL

cinet and international care labelling

are in direct conflict with the national

regulations and, as ISO 3758 is

optional, the national regulations over-

ride its use. This causes problems with

the worldwide market as often cleaners

will get garments labelled according to

the country in which it was purchased

but will not fully understand the

meaning of the care labels applied.

This is in addition to the problems caused by the lack of labelling in those countries where care labelling is optional and at the discretion of the manufacturer/supplier.

To try to make the Standard much

more globally acceptable the Working

Group responsible undertook a

revision which eventually resulted in

a draft being submitted to a vote of

all countries involved. CINET was not

happy with one particular section that

specified the use of the symbols as it

seemed that the flexibility in allowing

the use or non-use of a symbol did not make clear what the consequences of not mentioning a process in the symbol series are e.g. If there was no

symbol for professional textile care on

the article did this mean that it was not

suitable for any drycleaning process or

merely that the manufacturer had not

bothered to test it, as it was capable

of being washed. Thus, if a drycleaner

received the article and the customer

insisted on drycleaning, he/she would

have to seek customer acceptance

of responsibility if it was damaged

in cleaning or personally accept the

liability. With the complexities of

modern garments created by the use

of mixed fibres and highly fashionable

trimmings, this places an unacceptable

burden on the drycleaner and his/her

customer.

As it has turned out, there was a

sufficient number of negative votes,

not all for the same reasons, to reject

the draft and it will now have to

be re-drafted to accommodate the

comments submitted. This may be

done by correspondence or it might

require another Working Group meeting

but the professional textile care

industry can rest assured that CINET

will be participating and will endeavour

to protect the interests of the Industry.

Another area in which CINET has been

actively involved is the development of

ISO 30023 – Textiles: Care Labelling code using symbols for workwear to be industrially laundered. CINET

supported this draft when it was

submitted to a vote and we are

pleased to inform you that it has been

approved and, in due course, we

should start to see some workwear

garments appear with appropriate

labelling, an example of which is

shown below.

Although, the Standard was approved,

there were a number of comments

from several countries. Whilst most

of these in respect of technical

correctness, and will be addressed in

the final draft stage, some called for

the introduction of additional fibres/

fabrics and processes. Clearly these

will need to be addressed at some time

but it is more than likely that they will

be referred to the first revision, which

will need to be approved by the main

ISO Technical Committee.

example of industrial Laundering care Label

Professional industrial laundering indicating

washing procedure 1 with tumble dry or

tunnel finish.

Although CINET considers those

working groups dedicated to care

labelling as being the most important

to our Industry, manufacturers would

not be able to apply these symbols

without the use of appropriate

test methods based on the known

processes. To ensure that these are

relevant, there are a number of other

working groups that look at an entire

range of testing procedures and

processes used and, when appropriate

will undertake revisions. CINET also

participates in these to make sure that

any changes meet the requirements of

the professional textile care industry

and, indeed, on many occasions to

generate revisions to meet the changes

imposed on our working practices.

One such group has been revising ISO 6330Textiles-Domestic washing and drying procedures for textile testing.

CINET


This revision was requested in order to

take account of the improvements to

modern washing machines and tumble

driers and the draft has been issued as

a CD with voting by 5th January 2005.

Whilst, it is not directly relevant to

consumers and professional textile

carers as it is all about the test

methods to be used by garment

manufacturers/retailers but clearly it

does have an indirect effect as it will

enable the test methods to be more

in line with processes used not only in

the domestic environment but in many

small drycleaning shops around the

world. CINET has been monitoring the

proposed amendments and considers

them to be non-contentious and an

improvement on the current situation

and thus welcomes the revision.

Finally, CINET continues to liaise with

organisations such as GINETEX, the

international care labelling organisation

as well as with the European

Commission on all matters concerning

Care Labelling, a topic that we feel

is of paramount importance to our

Industry.

With regards to a regulatory care

labelling system, we feel that one

would be in the Industry’s best

interests and we will continue to build

an appropriate case and to lobby for

its introduction whenever possible. As

such CINET remains committed to:

• Participating fully in the revision of ISO 3758 to protect the interests of the textile care industry and thus the consumer.

• Participating in all deliberations on Industrial Laundering Symbols as these will be of significant relevance for small drycleaners offering laundering services.

• Participating appropriately to ensure that current processes

obsenteX 2010, June 30 ParisAt June 30 in Paris the “Observatoire

de l’Entretien des Textiles 2010”

(OBSENTEX) took place, organised

by the French trade magazine

Entretien.

The textile care sector in France is

no exception to the overall situation

of the French economy. But it has

special characteristics that enables it

to face the different markets it serves:

linen rental, laundry and private

hospitals, laundries and dry cleaners,

or professionals working in integrated

laundries (homes for the elderly).

OBSENTEX focused on how to

cope with uncertainty when you are

working in the textile care industry.

For the textile care market in France

it is hard to make predictions about

used significantly in the industry are covered by appropriate test methods, thus enabling appropriate care labelling symbols, whether new or a revision of existing symbols.

• Promoting the requirements of the Industry through National Standards Committees by member bodies of CINET.

• Liaising with GINETEX, the International Care Labelling Organisation.

• Liaising with the Textile Industry to ensure that the Professional Textile Care Industry requirements are taken into account in the manufacturing chain.

• Continuing dialogue with the EU Commissioner for Consumer Protection.

the future. Therefore, it is very

important to gather information on

the professional textile care market

and to make the right decisions for

the future. That is why the program

of OBSENTEX contained a bunch of

presentations by professionals from

the industry. Subjects covered where

amongst others the influence from

environmental restrictions on buying

textiles, key numbers of laundry and

dry cleaning in France and sustainable

development in laundry. CINET gave

a presentation about professional

textile care in five years; chances and

challenges.

CINET


idc convention 2009beijing china

At the end of 2009, the IDC Convention took place

in Beijing, China. IDC was warmly received in

China for what turned out to be one of the best-

attended Conventions in recent years.

Mrs Wang Shuyuan, of the China Laundry and Dry

cleaning Association, who opened the Convention,

welcomed delegates. In her opening speech,

she said that China is the largest laundry and dry

cleaning market in the world.

worldwide economic crisis?” He

described the intensively fashion

brand purchasing Japanese market

and its impact on the industry there.

He also gave an overview of the

training institute established by the

Textile Maintenance Association of

Tokyo to improve technical abilities of

care specialists.

World cleaning industryMr John Jordan from the USA spoke

on ”Present circumstances and future

development of the world cleaning

industry.” He spoke of the challenging

economic climate in the USA as dry

cleaning piece counts have fallen

3-4% for the last ten years. With

32,000 plants and $7 billion in annual

sales, he felt that there were too many

drycleaner locations for the volume

of business at this time. Government

regulations, the growth of the next

large generation, the return of more

traditional business attire, and the loss

of marginal businesses will contribute

to changes in the industry.

china’s public textile serviceMr Pu Jinyong from China described

the ”current state and development

of China’s public textile service” –

mainly providing rental and cleaning

services for uniforms, table linen,

sheets and towels for hotels, hospitals,

factories, railways and restaurants. He

advised that, whilst this sector was well

developed in European and American

countries, it was in its initial stages

in China. His comparison of modern

automated, centralised laundry facilities

in the western world showed the

progress possible for China.

green and steamless laundryMiss Wendy Chi furthered the

discussion by describing the potential

for ”Green Laundry and Steamless

Laundry” facilities. Outsourcing of

laundries is growing rapidly (for

instance, in 2007, 26% of 4-5 star

hotels outsourced their laundry

production; in 2009, 62% were doing

so). There are 360 4 Star hotels in

Beijing alone, and over 2000 new hotels

in Shanghai. She gave a list of critical

qualities necessary for a successful

central laundry and then detailed

the Green Laundry concept from

Kannegeisser.

environmentally friendly dry cleaning in chinaMr Timothy Choi, IDC Vice President

for China, spoke about the

”Environmentally friendly dry cleaning

– recent developments in Beijing

and their implications.” He quantified

the industry in China, described the

various types of equipment used, and

explained health and environmental

hazards. Then he emphasised how

important it is to control this problem

because of the huge numbers inherent

in China. Initiatives have begun in

Beijing, but are hampered by the lack of

a qualified test centre at this time. He

also spoke of his company, Shanghai

Sailstar and its contribution to the

solution through lending equipment for

There are more 250,000 national level

cleaners, more than 1.25 million people

work in the Industry and the annual

turnover is more than RMB50 billion.

However, there are great regional gaps

and huge development potential for the

laundry and dry cleaning market.

Speakers gave an overview of changes

occurring in the industry around the

globe as well as offering their own

suggestions and recommendations for

future growth and progress.

economic crisisMr Shimenoki from Japan spoke

on ”How should the dry cleaning

and laundry industry respond to the vervolg op pagina 12

CINET


testing, encouraging the adoption of

standards and more.

textile care in 2020Mr Alexander Seitz of Germany then

pushed delegates to look further

out into the future with ”Textile care

operations in 2020.” He defined

a textile care operation as ”an

outsourced choice for private and

business customers alike to maintain

the value of textiles.” He gave

stepping-stones for future success,

including improved service, offering

additional services and more extensive

training on the best equipment.

There was an entire session devoted

to various speakers reporting on the

industry situation in their nation or

area, always a lively time of increasing

understanding of what is going on in

other parts of the world.

trade exhibitionA special highlight of the Convention

was a visit to a trade exhibition of

equipment, supplies and services,

which included the 6th National

Contest of Laundry and Drycleaning

Vocational skills. In one area, pressers

from different companies were each

trying to apply the perfect finish to a

suit. Attention to detail was extreme

and judging rigorous. Another area

featured a stain removal competition

and a third area was devoted to several

competitors working on a timed project

to create perfect invisible reweaving of

a complex fabric. With the reputation of

their employers and their own pride at

stake, all competitors were completely

focussed on their work. With this sort of

attitude, the Chinese dry cleaning and

laundry industry will be well served in

the future.

So many people worked very hard to

bring together a good convention, in an

atmosphere of good will and friendship

– they undoubtedly succeeded in their

efforts.

vervolg van pagina 11

argentina; land of promisessanirap; working on professional textile care

The Argentinean market standards

differ hugely from those in Western-

Europe of North-America.

Trade unions with a dominant position,

changing authority policies, huge

competition, and last but not least

an inflation of 25 to 30% during the

last two years. This creates an extra

dimension and it urns respect to see

how an organisation nevertheless can

develop and grow.

A profile of a dynamic company under

extreme difficult circumstances.

Vincent Lips is not unknown in the

textile care sector. He did several

projects for different companies,

also for the Sanirap laundry, where

he stayed several years. Some years

ago he took over the laundry. Sanirap

employs 120 people and processes 75

tons of laundry per week. Customers

are mostly health care (hospitals), and

also some hotels. About 30 people

are working in hospitals, where their

main job is: counting what goes in

and out. This is needed because

every month invoices are being sent

for what is missing. After the take

over, the company needed a technical

renovation and Mr. Lips invested step

by step in new machinery.

By now he has found fine people who

work together as a team and organise

the work professionally and reliably.

The Operational manager is an

important assistant. Mr. Lips himself

mainly does commercial contacts,

financial matters and the general

management. The company works six

to seven days a week in two or three

shifts.

It is a Saturday afternoon in May

when Cinet visits the Sanirap

laundry in Buenos Aires, Argentina.

A laundry where Mr. Vincent Lips

(Netherlands) is DGA.

He is creating professional

textile care in Argentina based

on Argentinean standards. The

Argentinean market standards

differ hugely from those in Western-

Europe of North-America..

CINET


argentina; land of promisessanirap; working on professional textile care

customersThe customers are located in the

Buenos Aires region. They are being

served with five vans that, sometimes

several times a day, pick up and

deliver textiles. The costs of textile are

relatively high compared to the costs

of labour. Although the labour costs,

due to the enormous inflation of 30%

per year, have been raised enormously,

they are still relatively low compared to

European markets. For settling the cost

of labour and other working conditions

a collective labour agreement is valid.

This agreement is created by the trade

unions together with the employers’

association. The trade unions have

a dominant position and are able to

stop a company in a day or to make

work for the company impossible

instantaneously. They rarely agree with

one another and this continuously

creates conflicts.

Market / country characteristicsThe contacts with the authorities are

not easy and have their own manual.

For example, environmental officials

do have the power to close a company

immediately when licences or other

environmental issues are not according

to regulations. Environmental laws

are strict, often based on Brazilian

laws and comparable to those in

Europe. However official inspections

of these laws are very random. A list

with penalties is not unusual. Good

contacts with the authorities and

officials are therefore a first priority as

also the earlier mentioned relationships

and good contacts with trade unions.

Also for importing machinery or other

goods there are strict rules and high

taxes. And it remains uncertain whether

the products indeed are released

after arrival. The inflation percentage

is officially 8% (yearly). However, in

reality this percentage moves around

25 to 30%. Since the Argentinean

pesos have been disconnected from

the American dollar in 2001 the value

of the pesos lowered to one third. This

means that the labour costs raised

yearly in line with the inflation, which

lead to yearly raising sales prices

only to keep up with the cost trend.

Payment behaviour, collection and

financing are important daily priorities,

determining the continuity of the

company. Many payments are done in

cash, but also cheques are being used

frequently, dated on 90 or 120 days. It

is important to check if these cheques

are sufficiently secured over the full

period.

competitionCompetition is, like Sanirap, only

found in the larger cities. Important

competitors are Anca, Lucero and

Apparel Master, all working for health

care and partly for hotels. Additionally

there are two laundries specialised

in hotels: Conor and Pro Laundry.

Furthermore there are about 70 small

laundries (less than 25 persons), which

are mostly family companies. The

competition is strong and the market

is divided. Prices are under constant

pressure and that is why Sanirap is

looking for added additional value.

For example, surgical suits and covers

are being sterilised (externally) and

textile repair services. At the same time

the company invests in efficiency as

much as possible. That is why in the

coming period a new tunnel washer

of Goudkuil is being installed and

the company infrastructure is being

renewed. By keeping investing in

professionalism and new equipment

and processes Sanirap tries to

keep margins on sufficient level. A

real adventure in a market which is

unstable and changing all the time

and where every day is a surprise.

Surviving, by live and let live.

CINET


texcare russia

It is Monday morning 08.30 hours,

when the group (9 participants) meets

eachother at the airport in Düsseldorf,

to take a flight to Moscow at 10.00

hours for a stay of 4 days. The second

group of the Dutch Laundry Managers

(19 participants) will arrive in Moscow

two days later and will make a trip of

3 days. Although they will not meet in

advance, their programme in Moscow

will almost be the same.

The trip takes 3 hours excluding a time

difference of 2 hours. At the airport,

Luba, a very nice Russian woman,

takes the group to the hotel. After

checking in, it is time for a little snack

in the Puschkin café-restaurant (very

good!). The next morning at 08.00

hours the group leaves for a visit to the

Expo, where they are welcomed by the

organisation of the Messe Frankfurt

as well as the secretary of the

Russian Association for Drycleaning

and Laundry, Mr. Leonid Bertsev. As

mentioned before, it is not a large fair.

However, the most important suppliers

of East European as well as

Western European producers are

present. It is for the first time the fair

has been helt and therefore the amount

of participants and the scale of the fair

is small. The decision of the organizers

to combine this fair with another fair,

namely “Heimtextil”, has been a good

choice. At the first day already, there

are more visitors compared with last

year. As for now, it is a fair for Russian

visitors, international visitors are

limited. Though, because of the great

distances, which Russian visitors have

to travel to attend the fair, and the

economical crisis, not a great amount

of visitors were able to come.

congressDuring the first day, the annual meeting

of the Russian Federation takes place.

Almost 200 members are attending this

Moscow, the city of long traditions

and interesting culture. It is the décor

of the kick off of the Texcare Russia,

the international fair, which has been

held from 14 till 16 September 2010 in

the Crocus Expo. It is not a large fair,

however it is a good place to meet the

keyplayers and to get a picture of the

possibilities and developments in the

Russian market. “It has really been

worth it” was the verdict of a Benelux

branche delegation, which has vistited

not only the fair, but also several

companies. A short impression.

CINET


texcare russia

meeting,

which

takes 2,5

hours. Trends,

innovations

and developments

of the cleaning industry and

machinery and detergents

in the Russian market

are being discussed. Mr.

Peter Wennekes of CINET

gives a presentation

about the international

market situation as well

as expectations for the next

5 years. The last years CINET

worked on a study of the international

markets and is therefore able to

analyse trends, developments and

market data. Besides, last year Expo

Consulting did a market research

about expected developments of the

professional textile service market in

western Europe. The main outcome of

this research is that

best chances for the

future are for those PTC

companies who modernise

themselves and are willing to

focus on a specific segment. Also a

high quality of service, sustainable

cleaning processes and good logistics

are important. To become profitable,

professionalism and scaling are

necessary. This message was fully on

the tenor of the Russian presentations

about the present and future situation

of the Russian market. However, the

Russian market is upcoming. A lot

of housing units have unsufficient

provision to clean their whole textile

package on their own. Especially in the

large cities, women dress fashionable

and wear good quality clothing, similar

to Italy.

Textile rental is hardly available, also

shown clearly in the presentations

at the second day. Messe Frankfurt

organized a meeting about laundries

and textile service companies, which

was only moderately attended. Mr.

Han Mulder gave a presentation on

behalf of Rentex Floron about “General

concept of textile service and rental

business” and Mr. Ruben Höpfner on

behalf of Intex about “Requirements

for textiles used for textile service in

hotels and health care”. Mr. Mikhail

Minim, commercial director “Cotton

Way”, group of companies, and Master

Cleaning Ltd., spoke about “Textile

service in Russia today: market review

and development prospects”.

Master Cleaning Ltd. is a company

which can be seen as a pioneer to

introduce textile rental in Russia.

The market can be divided in two

segments, political driven purchase

and commercial purchase. Master

Cleaning Ltd. got the important

contract for fabric care from the

Russian railways. From 23 branches

this service is carried out over a

large part of Russia. Although more

and more companies are trying to

participate in this market, it is very

difficult because of market barriers,

legislation and the general assumption

that rental is more expensive than

cleaning.

the expositionAlthough the technology of the most

companies can be seen as dated,

the last few years investments are

being made in new technologies also

known in West Europe. Because of

the crisis, developments stopped the

last 2 years but at the beginning of

this year, sales of new machinery has

gone up again. Important supplier

Koblenz and Partner confirms this

picture. Koblenz, distributor of

among others Kannegieser, Fresenius

and………………………………. is

pleased with recent developments and

sees good prospects for the future.

Other companies attending this fair

and who are trying to participate in

the Russian market are Miele, Dow,

Firbimatic, Electrolux (lagoon system).

And also………………… looks for

possibilities on the Russian market.

good startAll in all Texcare Russia can be seen

as a good first branche event for

the Russian market. A high quality

meeting point for parties focussing

on the Russian PTC market. Whether

this event will be held again next

year, the future will tell. The Russian

market has a lot to offer for investors

home and abroad. Texcare Russia can

be an excellent platform for this and

can stimulate further developments.

Cooperation with local initiatives will

only strengthen their position. The 4

day visit of the Benelux delegation has

been very instructive and interesting

and the varied program gave a good

insight.

texcareRUSSIA

CINET


textile cleaning marketin the netherlands

Despite increasing signs of recovery,

the Dutch economy is still in crisis and hardly

any sector remains unaffected. For instance,

hotels and restaurants worldwide suffer a

decline in turnover and a fall in prices.

Less business for the gastronomy means

less work for the dry cleaning and laundry

companies. Also the decline in employment in

sectors like industry and banking affects the

demand for work wear and corporate fashion.

materials and coatings are being used,

which also provides the textile carer

new challenges. Also being “green”

becomes more important for a dry

cleaner; a dry cleaner who respects the

environment, both when cleaning as

with other services. Of course, internet

plays a very important role also in the

dry cleaning market. Customers expect

their dry cleaner to have a website

with at least general information about

location, times of opening and prices.

FutureFor the longer term, we expect

that customers will more and more

demand guaranteed quality of their dry

cleaner. This means that certification

will become increasingly important,

both for dry cleaners as for their

customers. Netex offers their members

a certification scheme for both

quality and environment.

Also, a stronger influence

of wishes and demands

will require business

to become more

professional, aimed

at providing services.

That is why in 2010 the

FashionCare® quality

concept has officially

started in the Netherlands

(www.fashion-care.nl).

FashionCare® is a unique

concept for the dry cleaning industry.

FashionCare® aims at delivering high

quality in textile cleaning and services

by executing a strict policy for their

members, including weekly quality

controls, certification, environmental

measures and training for workers.

A FashionCare® dry cleaning shop

guarantees customers high quality,

perfect services and expertise.

the table below shows the turnover of dutch dry cleaning companies:

Activitiy 2006 2007 2008Consumers 60% 70% 72%Trade and industry 21% 17% 19%Health care/government 15% 11% 6%Other 4% 3% 3%

The turnover of the industry was in

2006 about € 136 million. More recent

research shows that in 2007 the

turnover increased with about 8%,

which is a significant improvement

compared to earlier years. According

to market research of the Dutch dry

cleaners association Netex, 37% of dry

cleaning companies indicated that their

turnover in 2008 has increased.

MarketThe market on which dry cleaners are

operating has changed significantly

in the last years. The customer, either

being a consumer or business client,

has become more demanding and

has higher expectations. This is partly

caused by changes in habits of work

and life. In general we see a decreasing

market share for consumer

clothing, whilst

business markets

are growing.

More and

more new

characteristicsIn the numbers of 2008, but especially

in the figures of 2009 the crisis in the

Dutch dry-cleaning market is clearly

visible, In 2007, 385 companies were

operating in the Dutch dry cleaning

market. This is a decrease of 6%

compared to 2004. The mentioned 385

companies do together have about

540 locations. In 2007 2620 persons

were working in the Dutch dry cleaning

industry, which means 2050 full-time

jobs.

CINET


Marketing as we know it is rapidly changing.

Today’s trend is toward marketers embedding

their brand products into TV episodes,

movies, high traffic urban areas and of

course, those annoying pop ups on your

computer screen when you’re just searching

for a new place to eat or clean your clothes.

signs in elaborate shopping malls for

CLEANERS. Where is the branding?

Is this an expensive, quality concern

or a discount cleaner? What other

services do they offer, if any?

Companies today need to break

through, not by pushing another ad in

the newspaper, but by giving people

something they actual want to watch,

interact with and share. A unique live

event, contest or drawing creates a

viral ”buzz” effect, spreading the word

from person to person. But until you’re

branded properly all the innovative

marketing will be for naught.

What is good branding?Good Branding can have an immediate

effect on the turnover of your business.

It communicates who you are to the

public and your team. It distinguishes

you from your competitors. It gives you

a competitive advantage.

It increases awareness. It increases the

effectiveness of your marketing dollar.

It is a way to build a relationship with

your customers for life. It increases

your employees’ value of your

company, products and services.

It is both rational and emotional. Great

Brands are CONSISTENT and have

a COMMITMENT to their vision and

mission.

the benefits of brandingEvery contact you and your business

have with your employees, customers

and suppliers can be branded.

The more aligned your branding is with

your vision and mission statement, and

the more disciplined and consistent

you are with your branding, the greater

your brand recognition. Some of the

benefits of good branding are a greater

ability to attract new customers and

create customer loyalty. It removes

you from the discounting spiral and

creates recognition for future business

expansion or franchising. Branding

also increases goodwill. Keep in mind;

your business is worth far more than its

tangible assets.

Marketing in 2010 is all about

experiences. Originality and

unexpectedness are superpowers.

Surprisingly few cleaners use them as

such. Those that do will stand out

from the crowd and continue to

prosper.

Because we are bombarded with

thousands of advertising messages

daily, savvy marketers have to find

creative outlets to get their message

across. That’s why the Goodyear

blimp remains popular. But most small

retailers can’t afford to embed their

brands onto blimps or in the movies.

So, what they’re doing is advertising on

TV at gas station pumps, on the sides

of boats in the harbor and sponsoring

local sports and cultural events.

It constantly amazes me when I

travel in the USA and see expensive

the benefit from brandingby allen katz, senior Market coach

CINET


ILSA Germany GmbH. In the years

2008 and 2009 Reiniger@work was

published by the Hamburg publisher

SN. From the outset the editorial

was in the hands of Mrs. Gabriele

Rejschek-Wehmeyer. Basis of the

industry campaign were originally

the DIN A1 posters (841 x 594 mm /

23.4 x 33.1 Inches) as a counterpart

to the titles of Reiniger@work. From

then on they were not only distributed

by the field staff of the sponsors, but

could also be ordered at DTV in Bonn.

In parallel DTV made free templates

for flyers and advertisements (in the

corporate design) available, as well as

press releases and press photos of the

campaign themes.

need for informationA qualitative survey of Multimatic,

a few years ago, showed that

consumers surveyed were interested

in the publication, and that there

certainly was a need for information.

The DTV Marketing and PR Committee

came to the conclusion that a

discrepancy between the interests of

consumers and the preferences or

expectations of users possibly was

the reason that the publication did

not achieve the desired economic

success for the publisher. Another

reason could be the fact that customer

To help dry cleaners boost their business German

associations and suppliers of the dry cleaning

industry successfully joined forces in a nationwide

image campaign. Under the logo Reiniger@work

they provided dry cleaners with posters, a magazine

et cetera. The publications however did not achieve

the desired economic success for the publisher and

has recently been discontinued. The partners in the

project are thinking about affordable alternatives.

magazines and advertising materials

were not delivered from one address

or source and it therefore came to

communication gaps at different

points. Under circumstances for the

user a uniqueness (identity of the

publisher) was missing here.

continuationIn 2009 the partners in the project

decided to stop publishing.

It has not been assessed why

Reiniger@work was not used by the

majority of establishments in Germany.

There were some larger companies

that regularly passed the magazine

on to consumers. At least at present

Reiniger@work in the familiar form will

not exist anymore.

For the Committee of Marketing

and PR of DTV that was a reason to

selectively change the styling of the

posters for the industry campaign,

because that campaign will absolutely

be continued. The DTV is now thinking

about a concept to publish the recent

consumer information from Reiniger@

work (facts and interesting details

about the professional textile care or

on the subject, similar to the posters,

advertising, et cetera).

Being considered is continuation of

the communication with customers via

the Internet.

image campaignIn 2006 the textile cleaning industry

in Germany launched an image

campaign to offensively promote

the additional products or services

to accelerate the acceptance of the

service or sales in the classical textile

care. The cooperative advertising by

the Deutschen Textilreinigungsverband

(German Association of Textile

Cleaning) and EFIT (European

Association for Research in Innovative

Textile Care e.V.), was supported by

the companies BÜFA, Kreussler, Multi

Matic and SEITZ. The companies paid

the production of the posters that

represent as it were, the heart of the

image campaign, and ensure their

distribution over the field staff. The

advertising material or posters were

used, among others, by the Swiss

Federation (VTS).

reiniger@workThe substantive approach to the

industry campaign, the themes and

the action periods were set by the DTV

Committee Marketing and PR. That

committee developed the idea for the

nationwide advertising campaign in

the Corporate Design with the logo

Reiniger@work. At the start in 2006 a

customer magazine already existed

and was published by Multi Matic

successful reiniger@work concept Partners rethink strategy

CINET


news

rick kasperbauer elected asdLi presidentRick Kasperbauer has been elected

as president of the Drycleaning and

Laundry Institute (DLI), the largest

international dry cleaning association

which represents 7,500 drycleaning

locations worldwide. The DLI board

of directors this summer elected

Kasperbauer as president for the

2010-2011 term, making the Carroll

resident the leader of the oldest and

largest trade association representing

professional drycleaners. Kasperbauer

owns Kasperbauer Cleaners in Carroll.

Kasperbauer has long been active

with drycleaning associations, working

with the Iowa-Nebraska Drycleaning

& Laundry Association’s board of

directors through the 1990s and 2000s,

including a two-year term as president

from 2003-2005.

Then he was appointed DLI’s District

5 committee member and elected

District 5 director in 2007. During

that time he represented drycleaning

business owners in Iowa, Minnesota,

Nebraska, South Dakota, North

Dakota, Illinois and Wisconsin.

One of Kasperbauer’s main goals

as president will be to focus on

membership involvement in local

communities.

Jet 2011 looks at sustainable developmentJET, the French biennial laundry and

drycleaning show, will be held from 20

- 22 March 2011 at the Paris Expo Port

de Versaille.Around 110 exhibitors are

expected to take part and organiser

Entretien-Magazine says that both

the exhibition and its accompanying

conference will focus on making textile

care companies sustainable for the

future.Topics for the conference are

also expected to include the technical

and commercial concerns faced by

textile rental service, the future of

drycleaning

in France

and the

workwear

sector.

CINET


CINET is a non profit organisation


GLOBAL PROFESSIONALTEXTILE CARE

POWER OF PARTNERSHIP

P.O. Box 10, NL-4060GA Ophemert

Tel.: +31 344 65 04 30 Fax: +31 344 65 26 65

e-mail: [email protected] www.cinet-online.net

GLOBAL PROFESSIONAL POWER OF PARTNERSHIP TEXTILE CARE · amongst others a presentation about...

Documents

Transcript of GLOBAL PROFESSIONAL POWER OF PARTNERSHIP TEXTILE CARE · amongst others a presentation about...