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InvitationstoDLIsCleanShowEventsDLIAwardsBestCustomerServiceOSHAUpdatesInjuryIllnessRegulationsDestinationAtlantaTheCleanShowReturnsAfter28YearsMarchApril2015THEMAGAZINEOFTHEDRYCLEANINGLAUNDRYINSTITUTE MARCHAPRIL20153CONTENTSCOVERFOCUS11DLIAnnouncesClean2015SpeakerLineupFEATURES9MysteryShoppingProgramPresentsBestOverallService2014toChampionCleaners15DLIAwards15ProfessionalCertifications16WhyYouShouldntGoCheapWhenFilingYourTaxes18HarnessthePowerofthePauseUsingSilencetoCreateOpportunities20PantsPressingProductionStandardsPoster38ArtistYvetteMeltzerDEPARTMENTS5MomentWithMary6WhatsHappening22IndustryInnovatorsTECHNICALBULLETINS25GettingNoticedBytheMediaIndustryFocusNo.629OSHAUpdatesTheInjuryIllnessReportingandRecordkeepingRegulationLegislativeRegulatory-No.3031FranelaFabricsFashionsNo.560Spanish33LossofSheenTABS-No.451EnglishSpanish35StiffVinylTABS-No.452EnglishSpanish37SteveMaddenCoatNotinVogue-No.110911Vol.47IssueNo.2202235 4FABRICAREBOARDOFDIRECTORSAllanP.JohnsonIIIPresidentPeerlessCleaners361887-00053434SouthStaplesStCorpusChristiTX78411allanpeerlesscleaners.comGregMyersPresident-ElectSouthsideCleaners863688-4747901SouthFloridaAveLakelandFL33803greg.myerssouthsidecleaners.comDaveBeattyCPDTreasurerMurrysvilleCleaners724327-64003945OldWilliamPennHwyMurrysvillePA15668db4mcaol.comDavidMachesneyChairPrattAbbottCleaners207854-54052EisenhowerDrWestbrookME04092dmachesneyprattabbott.comJohnDallasDistrictOneDirectorFabricareHouseCleaners781337-449532PondStNorwellMA02061johnd3473aol.comMartinYoung-DistrictTwo-DirectorYoungsCleaners704786-3011340ChurchStConcordNC28025mayoungvnet.netLelandWaiteDistrictThreeDirectorWaitesCleaners251473-4984P.O.Box7187MobileAL36670wcleanersaol.comGaryMaloneyDistrictFourDirectorNuYaleGlacierCleaners812285-7400600E.Hwy62JeffersonvilleIN47130garynuyale.comMichaelMcKernanDistrictFiveDirectorNuTrendCleaners402734-46203144North84thStOmahaNE681341dynamicincgmail.comMichaelNesbit-DistrictSix-DirectorMWCleaners281320-9807230SpringHillDrSuite325SpringTX77386men4tmw.comBradEwingCEDDistrictSevenDirectorNuWayCleaners970336-8883P.O.Box336952GreeleyCO80633bewingthecleaners.netDavidSuberDistrictEightDirectorPerfectCleaners310470-033010531WestPicoBlvdLosAngelesCA90064daveperfectcleaners.comFredSchwarzmannAlliedTradesDirectorA.L.WilsonChemicalCo.800526-1188P.O.Box207KearnyNJ07032fredALWilson.comMaryScalcoCEOCorporateSecretaryDrycleaningLaundryInstitute14700SweitzerLnLaurelMD20707mscalcodlionline.orgDLIDISTRICTCOMMITTEEMEMBERSRichardBuddyGritzCEDDistrictTwoDCMPrestoValetofVAInc.703998-64641623QuakerLnAlexandriaVA22302pvaletbuddygaim.comPerryBullard-DistrictThree-DCMFabricCareCenter803632-3155P.O.Box549BrunsonSC29911b.laundrycomcast.netJeffSitzDistrictFourDCMCityCleaners330864-97221608WestMarketStAkronOH44313jeffcitycleaner.comJessCulpepperCGCPDistrictSixDCMCulpepperCleanersInc.210684-22315203CallaghanRdSanAntonioTX78228culpeppercleanerssbcglobal.netBobbyPatel-District8DCMKonaCleaners949646-5110333E17thStCostaMesaCA92627kona-cleanerssbcglobal.netJoeBlaha-AlliedTrades-DCMGreenEarthCleaning303810-350851West135thStKansasCityMO64145jblahagreenearthcleaning.comAwardofExcellenceAwardeeSTAFFPublisherMaryScalcomscalcodlionline.orgDirectorofCommunicationsHarryA.KimmelIIIhkimmeldlionline.orgDesignerKathyGuidokguido05verizon.netFabricareVol.47No.2ISSN1084-6778ispublishedbi-monthlybytheDrycleaningLaundryInstituteat14700SweitzerLaneLaurelMD20707.301622-1900.Allrightsreserved.2015DrycleaningLaundryInstitute.Writtenpermissionisrequiredtoreprintarticlesfromthispublication.ThesubscriptionpriceforFabricareandTheJournalofDrycleaningLaundryInstituteis65ayeartoDLImembersonly.PeriodicalspostagepaidatLaurelMDandatadditionalmailingoffices.POSTMASTERSendaddresschangestoFabricare14700SweitzerLaneLaurelMD2070714700SweitzerLaneLaurelMaryland20707301622-1900Fax240295-4200httpwww.dlionline.orgADVERTISINGINDEXAdvertisingInformationForinformationonadvertisinginFabricareortoreceiveacurrentmediakitorratecardcall1-800-638-2627.A.L.Wilson......................2IWAInsurance...................7Xeros..........................8FabriCleanSuppy................9ArrowLethercare................11EcoSolv.......................13EZProductsInternational.........13CleanShow....................14Lyon..........................15TransFirst......................17Sanitone.......................19Sankosha......................23Bizzie........................24Enviroforensics................24DLIMysteryShopperProgram....30GreenEarth....................39Enviroforensics................40CanyoutellwhatwentwrongwiththisgarmentFindtheansweronpg.37.Whatwentwrong AHHHThatisthesighofreliefImhearingfrommemberswhoIspeakwithonaregu-larbasisnowthattheeconomyisfinallyimproving.Imsureyouknowstayinginbusinesshasrequiredyoutodosomethingdifferenttonotonlyimprovebutevenmain-tainyourbusinessthesameistrueforusatDLI.Lastyearweradicallychangedourmembershippro-gramandbyeveryonesaccountthechangesareahugesuccess.Wenowgiveyouthepowertochoosewhatmembershipplanworksforyourbusinessallowingyoutointerfacewithyourassociationthewayyouwant.Andbelievemewhatourmemberswantfromtheassociationisnotthesameforeveryonethisisdefinitelynotaone-size-fits-allindustry.Ienvisionthisbeingevenmoretrueinthefuture.Aswithanythingnewthepro-gramcomeswithitsownsetofchallenges.Ourchallengeiscomingupwithnewandinnovativeproductsandserv-icesthathelpyousucceedinyourbusinessesandIamhappytosaythatthestaffhasrisentothechallenge.ForthoseofyouattendingtheCleanshowyouwillbeabletotouchfeelandexperienceanewstainremovaltrainingappfortabletsandsmartphones.Weknowwehavethebestinformationintheworldondrycleaningandwevebeendoingourbesttomakeitasaccessibleaspossibletoyouourmember.ThistimewemovedsomeofDLIsexcellenttrainingrighttoyourstaffrightwheretheyneeditthestainremovalboard.WealsopackedtheAPPwithourmostpopularbulletinseriesTABSsoyoucaneasilysearchbyproblemcategorymakingiteasierthanevertofindwhatyouarelookingforrightwhenyouneeditmost.IfyouoryourstaffcantfindsomethingyoucancontactaDLIstaffmemberwiththepushofabutton.Wearealsointroducinganewprogramwhereweman-ageyouronlinepresenceyesallthoseservicesyouknewyouneededtosetupforyourcompanysuchasYelpGoogleBusinessandFacebook.Thisiscriticaltoyourbusinesspublicimage.WhenwasthelasttimeyouusedtheyellowpagesEveryonegoestotheirsmartphonetabletorcomputertolookupwhattheyneedtheyoungeryouarethemoretruethisis.Butherestheimportantpartifyourcompanyisnotonlinethatsbadbutifyouareonlineandtheinformationisout-datedincompletemismanagedorunappealingthatsworse.Ournewprogrammakessureyouresetupcor-rectlyandcompletelytomakeyourbusinessattractivetopotentialcustomers.Thanksfortheopportunitytocontinuetoimproveyourexperiencewiththeassociation.IfyouaregoingtoClean2015stopbyourboothinthesponsorpavilionandcheckoutthenewapp.AlsopleasedontforgettoattendtheDLITCATAmemberreceptionFridayeveningatVentanasrooftopvenueintheHiltonGardenInn.ThisisourchancetocelebrateyouandImlookingveryforwardtoseeingyouthere.MaryScalcoMARCHAPRIL20155AdaptabilityistheKeytoSurvivalIntroducingTwoNewWaysDLICanHelpMOMENTWITHMARYMaryScalcoCHECKYOURSELFWhichofthesestoreswouldyoutrustIfyourYelppageisagenericvoidwecanhelpmakeyourbusinessmoreattractivetopotentialcustomers. 6FABRICAREWHATSHAPPENINGNOWAVAILABLEONLINEThismagazineisnowavailableonline.ClickthetoplinkunderMembersOnlytoaccessthePDFflipbookversionofthemostcurrentFabricare.IfyouwouldliketoreceiveFabricareinadigitalonlyformatpleaseemailFranatFJohnsonDLIonline.org.ANNUALMEMBERSHIPMEETINGJune19at430p.m.DLIsHeadquartersSilverSpringMDElectionsJOHNDALLASDistrict1FabricareHouseCleanersNorwellMassachusettsJohnDallascurrentlyservesasDLIsDistrict1Director.HewasappointedtotheposttofinishDavidMachesneystermwhenMachesneybe-camePresident.HeseekselectiontothesameseatthisApril.Dallassaidheisproudofhiscareer.IfeelIhavebuiltaverygoodbusinesswithareputationforgreatqualityhonestbusinesspracticesandpositivecommunityspirithesaid.IamaleaderintheGreekcommunityandhavehelpedanumberofbusinessesgetestablished.DallasisthecurrentPresidentofNorthEastFabricareAssociationandhasservedontheBoardforoveradecade.Hesaidheenjoysthefriendshipshehasmade.IaminterestedinassistingDLItobetheleaderintheindustryDallassaid.IfeelDLIgivesdrycleanersthegreatestopportunitytoprospergrowandsucceed.IwanttobeapartofthateffortandhelpinanywayIcan.Dallassaidhewouldliketogrowmember-ship.IwouldliketoexpandtheservicesDLIprovidesandtohelpmakeitthestrongestassociationpossible.DENNISSCHMITTDistrict5LindemansCleanersCRDNGreenBayWisconsinSchmittstartedhisdrycleaningcareerin1975withLindemansCleaningbecomingMr.Lindemannsparterin1987hesaid.In1988SchmittbeganteachingspottingclassesinWisconsinandtheMidwest.In1988hewaselectedtotheWisconsinFabricareInstituteBoardofDirectorsandcontinuestoservetoday.In1998SchmittpurchasedLindemansCleaning.CurrentlywehavefivestoreswithamainplantanddeliveryroutesSchmittsaid.SchmittservedasWFIPresidentin1999-2001andin2009-2011.HealsoservedasDLIsDistrictFiveCommitteeMember2006-2008.In2007SchmittandhispartnerspurchasedaCRDNCertifiedRestorationDrycleaningNetworkfranchise.WithrelationshipsIhaveformedthroughtheyearsandpeoplerecommendingmeIknowmyskillscanhelpothersenhanceandevensavetheirbusinessesSchmittsaid.WiththeseskillsandmypersonaldesiretohelpIcanhelpguidethedrycleaningindustrybacktoastrongerfuture.CommunicationinnovativeideasandpersistenceareneededtohavenewprojectionsoftheindustrySchmittsaid.Mymaingoalwouldbetoimprovethereputationoftheindustrythrougheducationandcommunica-tion.MypresenceontheDLIBoardwillfillthoseneeds.DANSIMMSDistrict5JimsFormalWearCRDNofGreaterSaintLouisTrentonIllinoisDanSimsbeganhiscareerasanoutsidecontractortothedryclean-ingindustryover30yearsago21yearsagoheacceptedthepositionofDirectorofFacilitiesatJimsFormalWearinTrentonIllinois.Atthetimetheoperationconsistedof10drycleaningplantslaundryPlantsandproductionfacilities.Mypositionoverseesanythingtodowithlaun-drywetwashingdrycleaningandconstructionimprovementstoourfacilitieshesaid.SimsservesontheIllinoisProfessionalDrycleanersandLaunderersAssociationsBoardofDirectorshavingbegunhistenuretherein2003.In2004wepurchasedaCRDNfranchiseandIserveasDivisionManagerforthatentityofourbusinesshesaid.Simsalsoservedasavolunteerfirefighterfor21years.DLIsfoundersdecreedthateachyearDLIsBoardofDirectorswillholdelectionsintwoDistrictsinordertoensuretheflowoffreshleadershipideasintheInstitute.ThisyearDistricts15areupforelection.BallotswillbesenttomembersinthestatescomprisingeachDistrictbyMid-MarchandareduebacktoDLIbyApril15.District1ConnecticutMaineMassachusettsNewHampshireNewJerseyNewYorkRhodeIslandVermontDistrict5IllinoisIowaMinnesotaNebraskaNorthDakotaSouthDakotaWisconsin 8FABRICARECLEANERSGIVEBACKFromlefttorightMaryLandaleacus-tomerservicerepresentativeatthePlantengasCleanersinAllendale.Mich.andBarbaraDraperthestoresmanager.PlantengashasbeeninvolvedwiththeDressforSuccessprogramcoordinatedbystaffatGrandValleyStateUniversity.Thedrycleanersactsasadropoffsitefordo-natedapparelwhichisthendrycleanedandpickedupbycollegestaff.Thedrycleanersalsodonatesbagsforstudentsthatcontainsmallgiftitemslikeinkpensandstorecouponsformlocalbusinesses.MakesureyouhaveonecontactpersonfortheprogramtohelpstreamlineyouractivitiessaysLeAnnPlantenga-GlasserownerofPlantengas.Asktheuniversityforpromotionalmaterialslikepostersandhandoutstoencouragecustomerstodonatebusinessapparelandotheraccessories.DLICleanersCaresupportscleanerswhosupporttheircommunities.RegisterforfreeintheMembersOnlySectionofwww.DLIonline.org. MARCHAPRIL20159FEATURECHAMPIONCLEANERSOFBIRMINGHAMALABAMAOWNERDAVIDWHITEHURSTHASEARNEDTHEBESTOVERALLSERVICEAWARDBYRECEIVINGTHEHIGHESTMYSTERYSHOPPINGSCORESIN2014.ParticipatingcleanersnationwidewerescoredinthreecategoriesDropoffPickupandEvaluation.MaryScalcoDLIPresidentandCEOsaidWeareusingmysteryshoppingtomeas-urecustomerserviceatthecounterforourmembers.ThisyearthecompetitionamongDLIdrycleanersfortoprankingsintheBestofcategoriesisimpressive.ThewayweseeittherealwinnersarethemanagersCSRsandcustomersthattheyserve.OthercategorywinnersareCROWNCLEANERSKnoxvilleTennesseeDonHolecekBestUseofConversationattheCounterBALFURDCLEANERSStateCollegePennsylvaniaBobFogelsangerBestClothingReviewMEDLIN-DAVISCLEANERSRaleighNorthCarolinaDavidMakepeaceBestUseofNameattheCounterBIGRIDGECLEANERSChattanoogaTennesseeRobWhitmireBestCrossSellingMYSTERYSHOPPINGPROGRAMPRESENTSBestOverallService2014toChampionCleanersPhotoaboveChampionCleanersinBirminghamAlabamatookDLIsMysteryShoppingBestOverallServiceAwardfor2014.PicturedareJaimeFieldsCindyPalmerNadyaMohamedCustomerServiceManagerRicPeveyPlantManagerandKenzieMcEachern. RECEPTIONSPONSORSTheDrycleaningLaundryInstituteandtheTextileCareAlliedTradesAssociationthankthefollowingcompaniesforsponsoringtheCleanShow2015MemberReception.PATRON5000BizzieHuntingtonCleanersCRDNOneHourMartinizingSUSTAINING2500DONOR500CONTRIBUTOR1000A.L.WilsonChemicalCo.EnviroforensicsInc.FabritecInternationalKreusslerInc.SankoshaUSAInc.UnipressXerosBeCreativeCleanersSupplyE.J.ThomasandAristoCraftfamilyofCompaniesFabriCleanSupplyGreenGarmentoMBHangersMemoriesGownPreservationNewYorkMachinerySeitzTheFresherCompanyInc.UnionDrycleaningProductsUnitedFabricareSupplyInc.AmericanDrycleanerCulpepperCleanersInc.DynamicEquipmentConsultingEzProductsInternationalInc.F.H.BonnCompanyFabricareCleanersTailorsForentaIndyHangerLaun-DrySupplyCo.MurrysvilleCleanersNationalClotheslineNu-YaleCleanersParkerBoilerCo.PeerlessCleanersPerfectCleanersRMFASouthsideCleanersStry-LenkoffTeamSystemsInc.Tri-SupplyCo.TEALDLIBoardMembersREDTCATABoardMembers MARCHAPRIL201511COVERFOCUSCLEAN2015INATLANTARUNSAPRIL16-192015.ThisyearDLIsspeakerlineupisfocusedonhelpingdrycleanersincreaseprofitsthroughimprovedmarketingstrategiesandbetterunderstandingofrelationshipswithemployeesandcustomers.AllsessionswillbeheldinRoomB314exceptfortheProblemGarmentParadewhichwillbeheldintheeducationalareaontheshowfloor.DLIwillalsohostitsMembershipReceptioninconjunctionwiththeTextileCareAlliedTradeAssociationtheeveningofFridayApril17attheHiltonGardenInn.Rememberattendeescanregisteronlineatwww.CleanShow.combyMarch31tosave50ontheregistrationpriceandavoidstandingintheon-siteregistrationline.DLIANNOUNCESCLEAN2015SPEAKERLINEUPcontinuedonpage12PleaseJoinDLITCATAasweco-hostaMembershipReceptionFridayApril17530-7p.m.HiltonGardenInnShuttlebusseswillruntoandfromtheHiltonAtlantaDLIsHeadquartersHotel. 12FABRICARECOVERFOCUSDLICLEAN2015SCHEDULEThursdayApril16830-945a.m.RoomB314IsGreatCustomerServiceWorthItGreatcustomerservicehasahugepositiveimpactonyourbottomline.LearnhowtospotweaknessesandrewardexcellenceasCarolynNankervisDLIsshoppingpartnercompanyCEOsharesinsightsanddatafromthedrycleaningindustry.FridayApril17830-945a.m.RoomB314HowtoSelltotheSELFIEGenerationLearnhowtogetAmerican25-35year-oldstorecognizethevalueofyourservicesanddobusinesswithyou.Asthequantityofadsyourprospectsincreasesmarketersareturningtobehavioralpsychologyforanedgeovercompetitors.DLIsSocialMediaCoordinatorRicardoGonzalezwillexplainwhycustomersswitchcompaniesandmakepurchases.HellalsoshowhowitallappliestosellingdrycleaningtoanInternet-connectedgeneration.FridayApril171-2p.m.ExhibitFloorEducationalAreaBoilerAlertIsyourboilerworkingforyouoragainstyouTedHeiderscheitDirectorofLossControlwillshowhowyoucangetmoreworkoutoflessenergyandloweryourinsurancecostsbymaintainingmaximumenergyefficiencyinyourproductionfacility.SponsoredbyIrvingWeberAssociates.SaturdayApril18830-945a.m.RoomB314WashDryFoldProfitYouhavetocleanmorethansuitsandformalweartosucceedintodaysmarket.Seehowsomeofyourfellowindustryprofessionalsareexpandingtheirservicestoaccommodatethechangingneedsoftodayscustomers.BeverlyBlankaleadingexpertonwashdryfoldserviceswillspotlightanaturaldiversificationfordrycleanerstoattractmorerevenue.SaturdayApril18230-330p.m.ExhibitFloorEducationalAreaProblemGarmentParadePreventingclaimsnotonlystopspayoutsitincreasescustomerconfidenceinyourbusiness.Claimsarenotanecessarypartofdrycleaning.BrianJohnsonDLIsDirectorofEducationwillshowhowyoucanidentifyandpreventcommonclaim-causinggarmentproblems.SundayApril19830-945a.m.RoomB314PolicingEmployeePoliciesAnHRexpertexplainsthevalueofimplementingandenforcingcompanypolicies.FormoreinformationonanyoftheseeventscallDLIat800-638-2627.continuedfrompage11JOINUSINATLANTAAPRIL16-19BeverlyBlankSPEAKERSAT-A-GLANCERicardoGonzalezTedHeiderscheitBrianJohnsonCarolynNankervis MARCHAPRIL201513 CERTIFIEDGARMENTCAREPROFESSIONALMARCHAPRIL201515DRYCLEANERSFROMASFARASTHAILANDCANADAANDALLOVERTHEUSAEARNEDTHERIGHTTOADDCERTIFIEDPROFESSIONALDRYCLEANERCERTIFIEDENVIRON-MENTALDRYCLEANERANDCERTIFIEDPROFESSIONALWETCLEANERTOTHEIRNAME.ThefollowingcleanerspassedDLIsOnlineCertificationExamsinthecategorieslisted.EarningallthreeoftheabovelistedcertificationselevatesacleanertoCertifiedGarmentCareProfessionalstatus.DLIAwards15ProfessionalCertificationsDarcyGriffithCleanSceneDrycleanersUniformandMatRentalLiskeardOntarioCanadaShayneGoldenZikerCleanersSouthBendIndianaFerrisShaineBurnsCrazyCleanerzMemphisTennesseeJohnSennettJohnSennettMountPleasantSouthCarolinaAndrewDoWestUCleanersHoustonTexasEakpholKarnjanarpornSinchaihuaLaundryandBleachingLtd.PartBangkokSuanluangThailandFerrisShaineBurnsCrazyCleanerzMemphisTennesseeScottWorgoCourtesyCleanersJonesboroGeorgiaJenniferHallZipsFranchisingLLCGreenbeltMarylandJayMelvinUniversityCleanersLexingtonVirginaAndrewDoWestUCleanersHoustonTexasJohnSennettJohnSennettMountPleasantSouthCarolinaScottWorgoCourtesyCleanersJonesboroGeorgiaAndrewDoWestUCleanersHoustonTexasJohnSennettJohnSennettMountPleasantSouthCarolinaFerrisShaineBurnsCrazyCleanerzMemphisTennesseeShayneGoldenZikerCleanersSouthBendIndianaAndrewDoWestUCleanersHoustonTexasScottWorgoCourtesyCleanersJonesboroGeorgiaNewCertifiedGarmentCareProfessionalsCertifiedEnvironmentalDrycleanerCertifedProfessionalWetcleanerCertifiedProfessionalDrycleaner 16FABRICAREITSTHATTIMEOFYEARFORPART-TIMEHELPATTHELOCALTAX-PREPARATIONLOCATIONWHENDRIVERSCANSEESEASONALSTAFFSTANDINGATBUSYINTERSECTIONSWEARINGCOSTUMESOFTHESTATUEOFLIBERTYORUNCLESAM.ButtheyrenottheonlyoneswhoarehiredparttimesaysprofessionaladvisortoCertifiedPublicAccountantsGaryMarriageJr.IsometimesaskpeopleDoyouwantaguyinacos-tumetohandleyourtaxesOfcoursetheguyactuallydoingthepaperworkprobablywontbetheguystandingnearthetrafficbuthesalsonotthepersonyouwantdeal-ingwithyourbottomlinesaysMarriageCEOofNatureCoastFinancialAdvisorswww.naturecoastfinancial.com.Iknowmillionaireswhogotothesepop-uptaxfirmstheydratherspendafewhundreddollarsontheirreturnthanagrandortwowithaskilledCPA.Butthisapparentsavingscomesatacostbecauseagoodaccountantislikelytofindmanythousandsofdollarsinsavingsinasingletaxreturnandtheyarefarlessliabletomakeamistake.Marriageoffersadditionaltipsforconsiderationthistaxseason.Haveyourrecordshandyandconsideralong-termrelationship.NotonlyisitadvantageoustofiletaxesthroughaCPAitsalsosmarttohaveallrelevantrecordsreadilyavailableatyourdisposalnomatterwhoishelpingyouwithyourreturn.NotonlydoIstronglyadviseyoutouseareputableCPAthatyoucantrustIalsothinkyoushouldtrytoes-tablishalong-termrelationshipwithhimorherMarriagesays.Thinkofafinancialprofessionalassimilartoadoc-tororlawyerthebettertheyknowyouthebetteroffyoullbe.High-net-worthindividualshavethemostin-centiveforprofessionalfinancialserviceseveniftheyvemadeahobbyofsavingmoneybydoingthingstheirownway.High-incomeearnerspaythevastmajorityofincometaxesdontvolunteermore.Taxpayerswithincomesexceeding100000earn60percentofWhyYouShouldntGoCheapWhenFilingYourTaxesFinancialExpertExplainsWhyYouShouldHireAGoodCPANotPart-timeHelpOffersTipsByGaryMarriageFEATURE MARCHAPRIL20151717thecountrysincomeyetcontribute95.2percentoftheincometaxesaccordingtorecentestimatesfromCongresssJointCommitteeonTaxation.Additionallythoseearningmorethan100000abitmorethan20percentoftaxpayerspayfor75.7percentoftotalfederaltaxesexcludingtheburdenoncorporateandinvestmenttaxes.Therearemanyhigh-incomeearnerswhoarepassion-ateabouttheircareersandlovewhattheydotheycaremoreabouttheirworkthantheirincomehesays.Thesetendtobethefolkswhoneedremindersthattherearelegalavenuesavailableforprotectingtheirhard-earnedmoney.High-net-worthindividualsshouldconsiderCRAT.ManypeoplefinancialprofessionalswithyearsofexperiencedonotknowaboutCharitableRemainderAnnuityTrustsaformoffinancialprotectionthatMar-riageoftenteachestoCPAs.CRATsareaflexibleandeffectiveinstrumentusedinfinancialandestateplan-ning.ACRATprovidesasignificanttaxshelterforanyassetsandpropertyplacedwithinit.Thatallowsanyassetsinacharitableremainderannuitytrusttoincreaseinvaluewithoutbeingtaxedontheincrease.Awell-constructedCRATcanprovidefinancialsecurityfortheannuitants.CRATsaresurprisinglyunderutilizedbutmanyCPAsIrunintosimplydontknowaboutitMarriagesays.Itsworthaskingyourfinancialadvisoraboutandifyouradvisorisunfamiliarwiththestructureencouragehimorhertolookintoit.GaryMarriageJr.isthefounderandCEOofNatureCoastFinancialAdvisorswww.naturecoastfinancial.comwhicheducatesretireesonhowtoprotecttheiras-setsincreasetheirincomeandreducetheirtaxes.Marriageisanationalspeakerdeliveringsolutionsforpre-retireesbusinessownersandseniorsontheareasaf-fectingtheirretirementandestates.HeisanapprovedmemberoftheNationalEthicsBureauandhasbeenfeaturedinAmericasTopHometownFinancialAdvisors2011andmostrecentlyselectedtoco-authorabookwithSteveForbestitledSuccessOnomicsPowerPrinciples.MarriageisalsothefounderofOp-erationVeteranAidanadvocateforwar-timeveteransandtheirfamilies.FEATURE 18FABRICAREFEATUREWELIVEINAWORLDTHATCOMMUNICATESINSMALLBURSTSANDATTHESPEEDOFLIGHT.Becauseofthefloodofinfor-mationweareinundatedwithwejumpfromreceivingtoreactingwithoutevenamomentofpausebetweenthetwo.Butitisinthatmomentthatyoucanchangerelationshipsandcreateopportunitiesbytakingthedifferentiatingapproachofrespondingthoughtfullyandshowingthatyougenuinelycare.Yourpersonalsatisfactionandinfluencewillbothskyrocket.HereshowtodoitSTEP1GETYOURFILTERSWORKING.YouwillneedtocleartheinformationdeckstomaketimeforthestuffthatreallymattersSteps2-4.Imsureyouhaveagoodspamfilterbutgobeyondthistoavoidevenopeningawellmean-inge-mailfromanassociateorindustrysourcewhosesubjectcouldbetranslatedintosomethinglikeContainsWell-meaningbutWorthlessInformation.Savethistypeofe-mailfortherainydaythatnevercomes.STEP2BEAWORLD-CLASSLISTENER.Everytimeyouarehearingorreadinginformationfromapersonyoucareaboutfocusonit.Takeyourself-focusedlensandturnitaround.Readanemailcompletelydontjustreadthefirstsentenceandassumeyouknowwhereitsgoing.Whensomebodyistalkingtoyouaboutasubjectthatisimportantdontmultitask.STEP3PAUSE.Thinkaboutthesourceoftheinformation.WhatistheissueathandandhowdoesitlooktothatpersonWhatisherperspectiveWhatdoesthispersonneedHowdoessheprefertocommunicateUnlessitsacompleteHarnessthePowerofthePauseUsingSilencetoCreateOpportunitiesByMarkHopkins MARCHAPRIL201519strangeryoucancomeupwiththeanswerstothesequestionsfairlyquicklyusuallyinamatterofseconds.Integratewhatyouveheardandwhatyouknowwithyourownexperience.Considerhowyourinsightsallowyoutoaddmeaningtothesubjectorhelpsolveaproblem.STEP4OFFERCLEARTHOUGHTFULIDEASANDCOMMUNICATIONINRESPONSE.Providearesponsethatgivesthepersonwhatsheneedsandshowsherthatyouvelistenedcarefullyandcareenoughtoconsidertheissuefrommorethanoneangleyourown.Yourresponsewillbemoremeaningfulthananythingelseshereceivesthatdayincreasingherperceptionofyourintelligenceandabilitytoaddvalue.DoesittakemoretimetocommunicatethiswayAlittle.Butinmyexperienceyouarebetterofftakingtheextratentofifteensecondstoframeyouranswerwiththerecipientinmindwithagoalofaddingvalue.Yourresponsewillbelevelvalidandwillbuildtrustbyreinforcingthatyoucareenoughtosupplyathoughtfulanswer.Thinkaboutitthenexttimeyouareabouttofireoffacrypticandless-than-helpfule-mail.Insteadtaketheapproachthatismorepersonallysatisfyingandraisesyourperceivedvalue.didweeverdoittheotherwayMarkHopkinsistheauthorofShortcuttoProsperity10EntrepreneurialHabitsandaRoadmapForAnExceptionalCareer.HeearnedengineeringdegreesfromCornellandStanfordandthenspentthenexttwenty-fiveyearsdecipheringthefactorsthatmakesomepeopleprosperoussuccessfulandhappy.AfterbuildingaleadershipcareerwithcompanieslikeHewlettPackardandEmersonElectricHopkinsfoundedPeakIndustriesamedicaldevicecontractmanufacturerwhichhegrewto75millionandlatersoldtoDelphi.HethenfoundedCrescendoCapitalPartnersaprivateequityfirmandCatalystaprivatefoundationsupportingColorado-basednonprofitsandmicrolendinginthedevelopingworld.HeisamemberoftheChiefExecutivesOrganizationapartnerinSocialVenturePartnersBoulder-chapterandisontheboardofgovernorsforOpportunityInternational.HeregularlyleadsYPOGlobalLeadershipWorkshopsaroundtheworld.Websitewww.shortcuttoprosperity.comShortcuttoProsperitycanbepurchasedfromwww.amazon.comandthroughallmajorbooksellers. PRESSINGSTANDARDSperhourPants3750PleatedCottonLinenAutomatictopperLeggerPuffironperhourMushroomtopperLeggerwgridplatecoverperhourNon-pleatedPolyesterWool 3323PuffironSteamironlinenUtilitypressPuffironperhourUtilitypresswithgridplateheadcoverorDrycleaninghotheadpressPuffironSteamironlinenperhourDrycleaninginternationalInstituteLaundryDrycleaninginternationalInstituteLaundry 22FABRICAREBOGUESBROTHERSINDUSTRIESServingtheIslandsBoguesBrothersIndustriesLtd.wasfoundedin1939whenHoraceBoguesSr.broughtthefirstmoderndrycleaningplantintodowntownKingstonJamaicatohelptheHamiltonsuitfactoryprocessgarments.NowinitsthirdgenerationoffamilyownershipthecompanysuppliescommercialandindustrialequipmenttohotelshospitalslaundriesdrycleanersandotherbusinessesthroughoutJamaicatheCaribbeanandLatinAmerica.TodayHoraceBoguesJr.operatesthebusinessalongsidetwosonsandadaughterArthurBoguesMarvinBoguesandSarahNicholson.BoguesBrotherssellsandservicesafullrangeofequipmentfortextilecareincludingRealstarandSailstardrycleaningmachinesSpeedQueenandWascomatlaundryequipmentandElectroluxandAllianceindustriallaundryequipmentsuchasbarrierwashersandflatworkironers.BoguesBrothersalsooperates11ofitsowndrycleaningandcoin-oplocationsunderthenamesSpicNSpanTheFabricareCentresandExpressLaundromatsinKingstonSt.AndrewSt.CatherineManchesterandSt.James.ThecompanyalsodistributesindustrialsuppliesandtoolsforGraingerandhasafoodservicedivisionthatsellsandleaseskitchenandfoodprocessingequipmenttohotelshospitalsrestaurantsandcafeterias.BoguesBrothersrecentlyexpandeditspartsandservicedepartmentandoffersin-houseplantdesignservicesfordrycleanersandlaundries.Itstrainedtech-nicianswillinstallandserviceeverythingthecom-panysellsandBoguesBrothersprovideswarrantyservicewithasupplyofgenuinereplacementparts.WhileregulationsintheislandsarentalwaysasstrictasintheUnitedStatesmostclientslookforequipmentthatsenvironmentallyfriendlyenergy-efficientandsafetousesayscompanydirectorArthurBogues.WhatsmorepeoplearedressingmoreprofessionallyforworkinJamaicarunningcountertothetrendonthecontinentandtheimageofalaid-backsunnyisland.TheworkforceisbecomingmoresophisticatedandoperatorsarelookingatenvironmentallysafeproductsBoguessays.Iseealotofpotentialinthemarket.Wealwayspushformaleventstogetpeopleintosuitsandtiessotheycanpracticegoodgarmentcare.IseeatrendawayfromjeansandT-shirtseventhoughourclimateismoretropical.Iseeabusinessclassemergingandtheyaregoingtoneedprofes-sionaldrycleaningservices.ThedrycleaningindustryinAmericahasneverbeendrivenbyjustonecompanyorjustoneoperatorwidespreadinnovationandtheentrepreneurialspiritkeepitgoing.Butonceinsidethishighlyindividualisticindustrymanycompaniesstandoutasforcesthathavecontributedgreatlytodrycleaningthroughallofitschangesandchallengesinthepastpresentandfuture.Thesearejustafewofthecompaniesthatevolvedalongsidetheindustryandhelpeditsurviveandthrivealongtheway.TheseareIndustryInnovators.IndustryInnovatorsByIanP.MurphySpecialtoFabricareFEATURE MARCHAPRIL201523FIRSTCLASSCLEANERSFineGarmentCareFirstClassCleanersinOrlandoFloridalaunchedinthe1950sandhasspecializedincleaningfineclothingandtextileseversince.Theoperationhandlesshirtsde-signerclothinggownpreservationleathercareshoerepairalterationsandevery-daydrycleaningwithexceptionalserviceandreliability.GivingeverygarmenttheindividualattentionitdeservesFirstClassoffersmeticulousattentiontodetailthatcustomershavecometoknowandexpect.Theoperationusesmultiplecheckpointsandinspectionsinthecleaningprocesstoensureitfollowscustomersinstructionsandpreferences.Finishingcanmakeorbreakyourappearancethecompanysaysandhowyoulikeyourcollarpressedisallpartofonespersonalstyle.Shirtsarehandledbyninepeopleonatripthroughtheplantandoncecustomerspreferencesareknowntheywillgettheirshirtsbackthesamewayeverytime.FirstClassCleanersuseslow-temperatureagentstoreduceshrinkageandyellowing.Thecompanyalsooffershigh-qualitycleaningofbeddingandlinensusingso-phisticatedequipmenttokeepsheetspillowsanddowncomfortersinlike-newcon-dition.FirstClassofferscleaningsanitizingandrepackingofdownfillswhilebedlinensbenefitfromstainremovalcleaninghandpressingmendinginspectionandpackagingbeforetheyleavetheplant.Silklinenandhigh-threadcountlinensre-quireextensivehand-finishingthecompanysays.FirstClassCleanersalsooffersspecialtyservicesforweddinggownsbaptismalandchristeninggownsuniformsandotherpreciousheirloomsusingacid-freeboxesandtissueandcottonmuslinlinersthatcankeeptextilespreservedfor200yearsormore.Thecompanyiscommittedtotheenvironmentcollectingandrecyclingplasticgarmentbagsandhangersprovidingreusablenylongarmentbagsorbiodegradableplasticbagsandusingenvironmentallyfriendlycleaningmethodsinstate-of-the-artequipment.NORCHEMCORP.LeadingTheGreenMovementChemicalengineerKevinMinissianfoundedtheLosAngeles-basedNorchemCorp.asachemicalmanufacturingandengineeringfirmspecializinginindustriallaundryproducts.AfterformulatinghisownlinesoflaundrychemicalsMinissianbranchedoutintochemicaldispensingequipmenteventuallydevelopingacross-flowmembranefiltrationsystemthatwentintomassproductionin1994.ThatsjustoneoftheenvironmentallyfriendlyinnovationsNorchemhasintroducedtoimprovethebottomlineandconserveresources.In2000NorchempioneeredthefirstEPA-approvedliquidchemistryforalllaundryfacilities.In1998Norchemintro-ducedUltrapuremembranefiltrationforrecyclinglaundrywastewaterandin2000introducedNorbritethefirstNPEAPE-freedetergentforgreenwashroomchemistry.In2009itintroducedtheNorblendsystemfordry-to-liquidalkaliblending.NorchemalsoengineeredRevoxapH-neutralchlorine-freealkalineoxidizingstainremoverthatreplacesvolatileperaceticacidandcanstillremovebloodandmedicinestainsinhealthcarefacilities.RevoxandNorGenthecompanysbiodegradablelaundrydetergentalsoreducestaticfortextilesofallcolorsNorchemsays.Norchemoffersreliableaccuratechemical-dispensingsystemsplusdataandinformationsystemsthatcanhelpoperatorsmanagecosts.Thecompanyoffersfulltechnicalsupportandserviceandensuresasafeenvironmentwithemployeeandhazard-minimizationtraining.ThecompanywasrecognizedbytheU.S.EPAwitha2013MostValuablePollutionPreventionMVP2Awardforitsworkinsavingwaterandenergy.Themorethan100in-stallationsoftheNorchemscross-flowmembranefiltrationhavesavedsomewherenorthoftwobilliongallonsofwaterifnotmoreestimatesNorchemsbusinessdirectorVonMinissianaswellastheenergyheatandchemicalsavingsthatgoalongwiththat.TheindustryisgettingmoreautomatedandwehavebeenpioneeredautomatedsystemsforalongtimeMinissianadds.Moreautomationandmorewaterrecyclingwillbecomemorethenormaswaterandenergycostsrise.IanP.MurphyisafreelancewriterandeditorbasedinChicago.HeservedastheeditorofAmericanDrycleanermagazinefrom1999-2011. 24FABRICARE MARCHAPRIL201525FocusINDUSTRYByHarryA.KimmelIIICommunicationsDirectorThepurposeofthisbulletinistoshareanunderstandingofhowtogetmorepublicityforyourbusinessthroughcreatingnewseventsandwritingeffectivepressreleases.Partoftheprocessofgettingpublicityentailsunderstandingwhowillreadtherelease.Eachreleaseiswrittenforaspecificaudiencethenewseditororreporterwiththehopethatthemediaoutletwillcarrythestoryorsendareportertoinvestigate.Thepur-poseofapressreleaseistogetthenewsteaminterestedinyourstorysotheywillshareitwiththeirreadersgrantingyoupublicitythatisworthmuchmorethanpaidadvertising.GettingStartedReportersspendthebulkoftheirtimecollatingfacts.Bypresentingthesefactsupfrontyourstorybecomesmoreappealingtonewseditorsandreporters.Theactualwritingbecomesgreatlysimplifiedonceallthefactsforthestoryareknownandinplace.Reportersarealwayslookingforsome-thingthatwillinteresttheirreadersbuttheyarealsointerestedinfillingtheirbroadsheetsortimeslotswithnews.CreatingNewsEventsBygettinginvolvedwithseasonalcharitablecampaignsyourbusinesscancreateasteadystreamofnewsworthyevents.Therearecountlesswaystobenefityourcommunityandgainexposureasafringebenefit.Mediaoutletscommonlylookforsomethingthatmatterstothecommunityandasadrycleaneryouareintheperfectpositiontobenefitothers.HereisalistofsomegoodwillinitiativesthatareknowntonetpublicityReadtoRidepromotesliteracythroughabicyclecontest.CoatsforKidscleanerscollectcleananddistributecoatstheircustomersnolongerwear.Promdressescleanerscollectcleananddistributeusedpromgownsforteenswhowouldotherwisebeunabletopurchaseadresstoweartotheprom.Teddybearscleanerscollectcleananddistributestuffedanimalstorescueworkerswhousethemtohelppacifychildrenincrisis.DressforSuccesscleanerscollectcleananddistributeusedworkattiretohelpunemployedpeopleintheircommunitygetbackintotheworkforce.Blanketdrivescleanerscollectcleananddistributeblan-ketstolessfortunatepeopleinmonthsleadinguptowinter.CleantheFlagforFreePolicyorCampaigngoodforFlagDayMemorialDayIndependenceDayVeteransDayandothernationalholidays.Anythingthatbenefitslessfortunatepeopleofanykindinyourneighborhood.TheDLICleanersMakeaDifferencewebsitelistshun-dredsofprogramsyourfellowDLImembersaredoingtopromotegoodworksintheircommunities.Checkoutwww.dlionline.orgDLI-Cleaners-Make-a-Differenceforawealthofideas.Notethatapercentageoffsaleisnotsomethingthateditorsorreporterswouldconsidernews.Topromotethistypeofeventitwouldbeadvisabletopurchaseanadvertisement.Preparefortheeventfarinadvanceandgiveyournewsmediaplentyoftimeandadditionalnotices.IfyouredoingacoatdriveinSeptemberstartalertingthemediainearlyAugustseeWritinganEffectivePressReleasebelow.InmidAugustfollowupwithacompletelynewreleaseontheeventandtwoweekspriortotheeventsendallthedetailsagain.Thiswillensurethatthemediahaveampletimetoassignthestoryandworkitintotheirlistofcontenttoproduceandpack-agefortheirreadersviewersorlisteners.Timingcanbejustasimportantastheactualevent.HowmanystoriesweremissedinthewakeoflargeeventsForex-ampleMotherTheresasdeathwentwidelyunnoticedwhilethemediahammeredawayonthepassingofPrincessDianain1997.Ifamajoreventoccursyoumightconsiderpostponingakeydateinyoureventscheduleifpossibletoallowthelargerstorytorunitscourse.Thiswillhelpgainmoreexposureforyourstorywhichmighthavegoneoverlookedandprovidethepublicwithtimetodigestthelargerevent.BuildPartnershipsWhencleanerspoolresourceswithmediacompaniesagoodwillcausewilloftengainmoreexposureandthusbenefitmorepeoplewhilehighlightingyourbusiness.Televi-sionandradiostationshavegottenonboardwithcertainprogramsandnewspapersmayconsiderrunningacompli-mentaryadvertisementifthecauseisjustenough.CoatsforKidsandToysforTotsarejusttwoexamplesofwhatcanbeachievedwithstrongmediapartnerships.GettingNoticedBytheMediaUnderstandingNewsandHowtoProduceanEffectivePressReleaseBULLETINNO.6 26FABRICAREWritinganEffectivePressReleaseSometimesthenewsdoesnothingeonanactualeventthenewsmediawouldcoverinpersonsuchasacleanersgradu-ationfromDLIsSchoolofDrycleaningTechnology.Inacaselikethisapressreleaseisagoodwaytogetthewordout.Keepinmindthatifyouhavecreatedanewsworthyeventsuchasoneofthecharitableeventslistedaboveyoustillneedtogetthewordouttotheeditorsandreporterswhowillshareyourstorywiththecity.Keepinmindthatanypublicoutletwilldotogetyourmes-sagetopeopleinyourarea.Lookatallthepapersmagazinestelevisionandradiostationsinyourarea.Whilethelargerout-letsmaybemostbeneficialsmallerpapersorstationsoftenboastaloyalfollowingwhooftenpaycloseattentiontoeverystory.Gettingacopytotheseoutletsisaseasyassendingan-otherreleaseinthemail.Theyarealsomorelikelytorunyourstoryastheyhavefewerstaffwriterstocollectandpreparenewsitems.Agoodpressreleaseisagoodnewsstory.Thatisthebestpressreleasescanbeprintedorreadaloudalmostverbatim.Inordertostartwritingreleasesonemustfirstunderstandsomeofthefundamentalsofstorytellingasitappliestonews.1.Themostimportantfactsmustbepresentedupfront.2.Whowhatwhenwherethesearemostcriticalandshouldbeaddressedinthefirstsentenceofyourrelease.3.Howandwhyarenotasessentialbutareofinterestastheyroundoutthestory.4.WhocaresThisisthebenchmarktestforanypressrelease.Editorsandreportersaskthemselvesthisquestioncon-stantlywhilelookingfornewscontent.Ifitisdeterminedthatyourreleaseservesnootherpurposethantopromoteyourbusinessanddoesnotimpartsanyusefulinformationitwillcertainlygodirectlytotherecyclingbin.5.Headlinesandcaptionsarecrucial.Mostnewspaperandmagazinereadersskimheadlinesandcaptionswhende-cidingwhattoreadindepth.Alwayssendaphotowithatleastoneclearlyvisiblepersoninit.Photoeditorsusuallywillnotprintaphotothatdoesnotshowaface.Bysend-ingthephotoandcaptionyoufurtherenticethenewsed-itortoprintyourstorybecauseeditorsarealwaysonthelookoutforgoodart.Inordertowriteapressreleaseyouwillneedsomethingtowriteabout.Ifthereisaneventyouwishtopromoteusevi-brantlanguagetoexplainwhypeopleshouldcome.Throwapartyofferrefreshmentsandhaveagoodtimewiththeeventtoattractattentiontoyourbusiness.Editorsandreporterstrashmostofthepressreleasestheyre-ceive.Theresimplyisnotenoughroominanewspapertowriteabouteverything.Otherslackrelevanceorhavenonews-worthyangleorsimplydontsayanythingatall.Apressre-leasesnewshookhastobetimelyrelevantandinteresting.Ifyouredoingsomethingthatrunscontrarytotherestoftheindustrysnormsortrendsthatwouldprovideanamplehook.Ifyouredoingthesamethingeveryoneelseisdoingyourreleasemaynotlooklikenewstoaneditororreporter.TheHeadlineThisishypercritical.Agoodheadlinetellsthewholestoryinitselfbutalsowhetsthereadersappetiteandenticesthemtoreadmore.Thisisveryimportantandinlargernewspaperssomecopyeditorsdonothingbutcomposetightshortcatchyheadlinestodrawreaders.Itispartartpartscience.Keepittoabout10wordsorlessandbedirect.Useactionwordsandmakesureyourcompanyisnotedfirstandasthepartydoingtheaction.ForexamplehereisaheadlineonemightuseforaReadtoRideprogramABCCleanersPromotesLiteracyThroughBicycleContestOrifyouredoingpromgownsABCCleanersTakingTeenstothePromThisruleisnotabsolutebutitisgoodpracticetogetyournameinthere.Heresanalternateheadlinepromotingthesameeventbutthecleanerwontgetcrediteduntilthebodyofthestory.Sincemostnewspaperreadersskimonlythehead-linesandcaptionswhendecidingwhattoreadindepththeop-portunitytopromoteyourbusinesscouldbelost.Combinethatwiththefactthatmostreadersdonotfinishreadingallthestoriestheystartsogetyourstorenameuphighinthetext.UnderprivilegedTeensHaveNewHopeforPromDreamsGreatheadlinebutnocreditforthebusiness.ASamplePressReleaseHerewewilltakeapressreleaseandrewriteitshowingtwoversionsofthesamething.Oneismuchmoreeffectivethantheother.Notethattheshorteryourarticlethebetter.Useac-tiveverbsalwaysshowsomeoneorsomethingactingonsomethingelseratherthansomethingbeingactedupon.Thisiscalledpassivevoiceandistabooinnewsreporting.Areporterwillhavetospendtimerewritingyourreleaseifyoudonotusewhatiscalledtheactivevoiceandismorelikelytodiscardyourstoryasaresult.Remembermakeitassimpleaspossiblefortheeditorsandreporterstopickupyourstoryandyouwillgreatlyincreaseyourchancesofgettingyourstorytothepublicontheirdime.StylePressreleasesshouldfollowthestandardformatcalledastyle.Throughconformingtothisstyleyouaresimplifyingthereportersjobbyspellingoutsomekeypointsveryearlyon.Thefirststepisidentifyingyourdocumentasapressrelease.ItshouldbeprintedonletterheadwiththewordsFORIMMEDIATERELEASEinallcapsboldandcenteredasthefirstline.Underthislineyouwillneedyourcontactinformationincludingnametitlebusinessnameandtelephonenumber.Yourheadlineisplacedbelowthisline.Fromthereyoucanstartyourstory.Hereisasampleofthetime-honoredstandardpressreleaseformatBULLETINNO.6 MARCHAPRIL201527FORIMMEDIATERELEASEContactJohnAmericanownerPhone111-222-1234AmericanCleanersAnytownSTJanuary2201XBestCleanerinTownisAll-AmericanSample-ineffectiveThisreleasetextisanexampleofpassivevoiceandbadorganization.Itisanexampleofwhatnottodo.AmericanCleanerswasawardedtheBestDryCleanerinAnytownAward.TheAwardwasgiventoAmericansownerJohnnyAmericanattheAnytownChamberofCom-mercesannualsteakdinner.JohnnyAmericansaidIamhonoredtoreceivethisawardandthanktheChamberfortheirrecognition.AmericanCleanersisachainownedbyJohnnyAmericanandhisdaughterJoanAmerican.TheyresideinAnytownandhavetwostoresofferingshoerepairalterationsandtai-loringinadditiontoregularservices.Sample-moreeffectiveHereisthesamereleasedoneinactivevoicewithsomeflair.TheAnytownChamberofCommercenamedAmericanCleanersthebestdrycleanerintownatitsannualawardsban-quetatTheBanquetHallonJanuary1.InacceptingtheawardJohnnyAmericansaiditwouldinspirehimtotryevenhardertoholdtheposition.IwantAnytownresidentstoknowthisawardsetsarecordforusarecordweintendtobreakthroughofferingthebestcleaningservicetheycangetinAnytownatthebestprice.Family-ownedAmericanCleanerscurrentlyoperatestwostoresinAnytown.ThefirstlocationonMainStreetwasopenedbyAmericansgrandfatherin1920andAmericanaddedtheLexingtonAvenuestorein1998toaccommodateincreaseddemand.SimpleimprovementstoenhanceeffectivenessAfewsimplethingscangiveyourreleasemoreimpactandmakeitamoreeffectivevehicleforsharinginformation.Rememberthekeyhereistogetfreeexposureforyourbusi-nessname.Inthisexamplewereusingtheawardastherea-sonforthereleasebutthemotiveisalwaystogainrecognitionforyourcompanytoattractnewcustomers.InthefirstparagraphthelanguagewaschangedtotheactivevoiceshowingthattheChamberwasactingbygivingtheawardtoAmericanCleaners.Peoplewantactionactivevoiceisthestandardusedinallprintedmedialikeeveryrulethereareexceptions.Thedatewasaddedalongwiththelocationoftheeventandtheofficialtitleoftheevent.Theseitemsarecriticaltoareporterwhomaywishtocontactoneofthepeo-pleattheChambertoverifyyourstoryorgetadditionalinfor-mation.IfapplicableyoumayincludesomeonefromtheChamberspublicrelationsdepartmentinthecontactsectioninthereleasesheader.Besuretoprovideanameandtelephonenumberalongwiththepersonstitleandcompanyname.TheQuoteNewsstoriescannotrunwithoutquotes.Reportersmustbackuptheirstorieswithstatementsfromqualifiedexpertsorthepeopletheyarewritingabout.Yourreleaseshouldhaveastrongquotesayingsomethingmeaningfulabouttheeventoritsimpactonthecommunity.Ifyourstorybecomesasmallnews-McNuggetblurbquotesmaynotbenecessarybutitisalwaysagoodideatoprovideastatement.InthefirstexamplethequoteJohnnygaveiswhatisknownasaplatitude.Thisisaflatstatementoftenmadebypoliti-ciansorotherpublicfigureswhentheycantthinkofanythingbettertosay.Imhonoredtobehereonthisfineoccasionisastatementsooftenrepeatedbypublicfiguresthatreportersactuallystruggletonotlaughaloudwhentheyhearit.Theyknowitmeansthereseithernothingtosayorthefigureprob-ablydoesnotreallycareandissimplytryingtogetfreepressoraphotoopportunity.Statementslikethesecheapenyourstoryandbringitclosertothetrashcan.Avoidthematallcosts.Ifyouaregoingtore-ceiveanawardandhaveadvancenoticetakesometimetothinkupsomethingmeaningfultosayaboutyourbusinessinawaythatisnotcompletelyovert.ThesecondquoteexamplefromJohnnyAmericanismuchbetterbecauseitshowsprideinhisworkandoffersacommitmenttotheaudiencethatre-flectshiscompanymission.Reporterssodespiseplatitudesthatwhentheyhearsomethingmeaningfultheywilloftenworkitintotheirstories.Thelastparagraphofthefirstreleaseisthesale.Everypressreleaseshouldendwithabriefdescriptiveparagraphthatsayswhatyourcompanyisabout.Thisparagraphisoftenusefultoreportersbutisseldomprintedverbatim.Keepitshorttellaboutyourheritageorexperiencebutdontoversell.InthemoreeffectiveexampleJohnnysquotemadethepitchsothefinalparagraphdidnthaveto.HereareafewexamplesofgoodandbadquotesBad1.Iamhonoredtocleananddistributetheseusedcoatstothoselessfortunateinourcommunity.2.Thisawardmeansalottome.Wehaveworkedveryhardtogettowhereweare.3.GraduatingfromtheDLIschoolislikeaccomplishingapersonalgoal.Better1.Ourcustomersgenerositywillhelpkeepourlessfortu-natecitizenswarmandsafethiswinter.2.Thisawardshowsmehowfarwevecomeanditshowswhatweneedtocontinuetodotosatisfyourcustomers.3.WiththeeducationIreceivedattheDLIschoolIwillbeabletooffermoreservicesmoreefficientlysoIcanbetterserveourcustomers.BULLETINNO.6 28FABRICAREThekeydifferenceinthesequotesisthatthebetteronesareaboutthecustomersandwhatyoucandoforthem.Theybuildasaleintothequoteandprotectitfrombeingsurgicallyremovedortakenoutofcontext.Italsoshowsthatyourenotlettingsuccessgettoyourheadasyouremainsquarelyfocusedonthegoalsatisfyingyourcustomers.Thebestquotesarethethingswesayaboutotherpeopleandwhatwecandoforthem.Theworstquotesareabouthowgreatweareorhowwedeservemore.Thereleaseisonlyaboutyourawardgraduationcommunityserviceprojectetc.onthesurface.Theunderlyingpurposetoeveryreleaseshowcasesyourstoreandgainsfreepublicity.Keepthisinmindinchoosingyourwordsforyournextreleaseorpublicspeech.PhotosTheCaptionPhotosarethemostdominantitemsonanynewspaperpage.Theeyeisinstantlydrawntotheimageandthenquicklydropsdowntothecaptionalsocalledacutline.Thismaybetheonlythingareaderseeswhenturningpagesinsearchofsomethinginterestingtoread.Itisadvisabletoalwayssendanimage.Everyimagemusthaveacompellingcaption.Ifyourstorydoesgetpickedupyoullhaveashotatdominatingthepage.Thecaptionshouldtellthewholestoryconcisely.ForexampleaphotoofastoreownerposingwiththebicycleheplanstogiveawaytothechildwhoreadsthemostbooksmaycarryacaptionlikethisJohnAmericanownerofABCCleanersshowsoffthebicycleonewell-readareayouthwillwinthroughABCsReadtoRideprogramAugust21.Hereare11rulesmadeupbytheAssociatedPressasprintedintheirAssociatedPressStylebookandLibelManualamust-haveforeverynewspapereditorandreporter.Thecaptionsjobistoexplainthepicturetothereader.Thechallengeistodoitinterestinglyaccuratelyalwaysingoodtaste.Afurtherchallengeistowritethecaptionwheneverappropriateinasprightlylivelyvein.AnAssociatedPressstudycommitteeputtogetherTenTestsofaGoodCaptiontheyare1.Isitcomplete2.Doesitidentifyfullyandclearly3.Doesittellwhen4.Doesittellwhere5.Doesittellwhatsinthepicture6.Doesithavethenamesspelledcorrectlywiththepropernameontherightperson7.Isitspecific8.Isiteasytoread9.Haveasmanyadjectivesaspossiblebeenremoved10.DoesitsuggestanotherpictureAndruleNo.11theCardinalRulenevertobeviolatedNEVERWRITEACAPTIONWITHOUTSEEINGTHEPICTURE.Agoodphotoandcaptionmaybeallyouneedtogainfreeexposure.Makesurethepicturesyousupplyareofgoodqual-ityandclearlyshowpeoplesfaces.Actionimagesareprefer-able.IfyouaredoingaCoatsforKidsdriveyoumightconsiderposingashotofsomeoneloadingamachinewithcoatsorperhapsapresserfinishingacoatorevenusetheslickrailfulloffinishedcoatsasabackdrop.Anythingthatcompelsaneditortoprintitislikelytocompelreaderstostopandtakenotice.Thatishoweditorsdeterminewhichpicturestorunandwhichonesgointhecan.Theresnosuchthingasbadink.Publicistscreed.Thereistruthtotheabovestatement.Rockstarsalbumsalesgoupwitheveryarrest.Thoughthecontentisbadrockstarspromoterlovestoseeaclientsnameinprintnomatterwhatthemediaaresaying.InHollywoodyourenooneuntilyouvemadethecoverofoneofthemajortabloids.Thisisnottoencouragepoorbehaviororadisrespectforthelaw.Howeveritdoespointouttheimportanceofgrant-inginterviewsandcooperatingwiththepressevenifitsanegativestory.Themediahasamandatetogivetheirread-ersviewersandlistenerswhattheywantbuttheyaremorallyboundtogivetheoppositionachancetorebuttheviewstheirstoryrepresents.Forexampleareportermayhavedonetwointerviewswithpeoplewhoclaimperccausescancer.Ifthatreportercallsyouyouarebeinggivenanopportunitytodefendtheindustryandyourbusinessagainstsuchallegations.Alltoomanycleanersturndowntheseinvitations.IfyouaregivensuchanopportunitycontactDLIsCommunicationsDepartmentbeforegrantingtheinterviewandwellhelpprepareyouforsuchanevent.Thewaytogetaroundsuchsituationshoweveristocreatepositivestoriesonyourownthroughcharitableendeavorsorotherwise.Thiswillhelpcultivateapositiveimageofyourbusinessandmayhelpstaveoffbadpressaboutyourstore.Becomeyourstoresrepresentativetothemediaorhireafirmtodoyourpublicrelationswork.Takealltheinterviewsgoodandbadandyouwillhaveanopportunitytobecomethecleanertheycallwhentheresastorybrewingaboutdrycleaning.BULLETINNO.6 BULLETINNO.30OSHAUpdatesTheInjuryIllnessReportingandRecordkeepingRegulationTheOccupationalSafetyandHealthAdministrationOSHAreviseditsInjuryIllnessReportingandRecord-keepingregulationonSeptember112014withcompliancetobeginonJanuary12015.AtthelastrevisionJanuary12002drycleanerswith10ormoreemployeeshadtocom-plywiththeregulationrequirements.WhendotheNewRequirementsGointoEffectThenewrequirementswentintoeffectJanuary12015inthosestatesunderFederaljurisdiction.Forstatesthatoperatetheirownsafetyandhealthprogramscheckwiththestatefortheimplementationdateofthenewrequirements.Theisalistingofstateoperatedprogramsonwww.osha.govWhataretheNewRecordkeepingRequirementsThenewrecordkeepingrequirementschangedthestatusofsomeindustriesfromexempttononexemptandviceversa.Drycleaningestablishmentsofacertainsize10ormoreemployeeswerecoveredundertheoldregulationandwhichhasnotchangedwiththisupdate.DLIsLegislativeRegulatoryOverview22givesdetailsontherecord-keepingrequirements.WhataretheNewReportingRequirementsAlldrycleanersnomatterhowmanyemployeesmustcomplywiththisrequirement.AllemployersmustnotifyOSHAwhenoneemployeeiskilledonthejobwhenoneemployeesuffersawork-relatedhospitalizationamputationorlossofaneye.Previouslythisrequirementonlyappliedifthreeormoreemployeeswereinjurednowasingleindividualtriggerstherequirement.Anamputationisdefinedasthetraumaticlossofalimborexternalbodypart.Amputationsincludealimborap-pendagethathasbeenfullyorpartiallyseveredfingertipamputationswithorwithoutbonelossandamputationsthathavesincebeenreattached.Inpatienthospitalizationdoesnothavetobereportedifitwasfordiagnostictestingorobservationonly.Inpatienthospitalizationneedstobereportedwhenanemployeeisformallyadmittedtoahospitalorclinicforcareortreatment.Theonlyexemptionstotheaboveeventsoccurringfromamotorvehicleaccidentonapub-licstreetorhighwayandnotinaconstructionworkzoneeventsoccurringoncommercialorpublictransportationsystemsi.e.airplanetrainetc.WhatistheTimeFrameforEmployerstoReporttoOSHA1.Allwork-relatedfatalitieswithineighthoursforfindingoutaboutthem.2.Allwork-relatedinpatienthospitalizationsallamputa-tionsandalllossesofaneyewithin24hoursoflearningaboutthem.Onlyfatalitiesoccurringwithin30daysofthework-relatedincidentmustbereportedtoOSHA.ForinpatienthospitalizationamputationorlossofaneyetheseincidentsmustbereportedtoOSHAonlyiftheyoccurwithin24hoursofthework-relatedincident.MARCHAPRIL201529LegislativeRegulatoryByMaryScalcoandJonMeijer 30FABRICAREBULLETINNO.30HowdoINotifyOSHAYoucanreporttoOSHAby1.CallingOSHAsfreeandconfidentialnumberat1-800-321-OSHA6742.2.CallingyourclosestAreaOfficeduringnormalbusinesshoursthereisalistingonwww.osha.gov.3.UsingthenewonlineformonceOSHAmakesitavail-ableatwww.osha.gov.WhatInformationHasToBeReportedToOSHACompanynameLocationwheretheincidentoccurredTimetheincidentoccurredTypeofincidenti.e.fatalityorinpatienthospitalizationforamputationorlossofaneyeTotalnumberofemployeeswhosufferedtheeventNamesofemployeeswhosufferedtheeventContactinformationforthecompanyBriefdescriptionofthework-relatedincidentIsThereAnythingElseanEmployerNeedstoKnowEmployersmustinformeachemployeeofhowheorsheistoreportaninjuryorillnesstomanagement.AdditionalHelpForadditionalhelpaccesstheOSHAwebsiteatwww.osha.govcalltheOSHARegionalofficeandaskfortherecordkeepingofficeorcalltheStatePlanofficeofficenumberscanbefoundonOSHAswebsite.TESTYOURCUSTOMERSERVICEWITHDLISNEWIN-STOREMYSTERYSHOPPERPROGRAMDIDYOUKNOWWhenwecommunicateface-to-faceTheWORDSWEUSEimpact7ofthemessageOurTONEOFVOICEimpacts38ofthemessageOurNON-VERBALSKILLSimpact55ofthemessageDLIsIn-StoreMysteryShoppervisitshelpyoupickouttherockstarsamongyourcounterstaff.Call800-638-2627formoreinformation. MARCHAPRIL201531BULLETINFranelaElterminoFranelaseusaparadescribirunatelacontejidosencilloocruzadoquehasidocepilladoparahacerunatexturadesuperficiesperaydifusa.Latelapuedesertejidaligeraoes-trechamenteconunalanillaenunooamboslados.Latelaespopularencamisascasualesropadedormirforrosdeequiposparaclimafroyropadecama.Lastendenciasdelamodade-terminansiestnonodisponiblesenatuendosdenegociosparahombresymujeres.Latelatieneuntoquequeesclidoycmodoentemperaturasmasfras.Lafranelatienemuchasvariaciones.Lafranelafrancesaesuntejidocruzadobienfinoquetieneunnapsuperficieconlanillalevantadaydifusaligeronicamenteenelladodere-chodelatela.FraneladealgodnposiblementereferidacomofraneladeCantnesunatelarobustaconnapenunsololado.Lafraneladegamuzatienenappsenambosladoses-quiladayprensadaparadarunaaparienciadeteladefieltro.Viyellaesunamarcacomercialdefranelaconunaligeranaphechaconlanayalgodnenuntejidocruzadoqueestgaran-tizadoanoencogerse.Lafranelaesusualmentehechadealgodnolanaperofibrashechasporelhombretalescomoraynpuedenserusadassolasoenunamezclaparahacerestatela.Muchossinolamayoradelosartculosdefranelaestnhe-chosparacuidadocasero.Sinembargoelcuidadordetelasprofesionalciertamentepuededevolverleunacondicindecasinuevoaunartculodeestetipoqueseramuydifcillo-grarconlavadosyequiposdeacabadoenelhogar.Artculosvoluminosostalescomobolsasparadormirocomfortersselimpianmejorenequiposcomercialesgrandes.EnelMostrador-unainspeccincuidadosaayudaapre-venirdecepcincuandounartculodefranelaesdevuelto.EnelMostradorUnainspeccincuidadosaayudaaprevenirdecepcincuandounartculodefranelaesdevuelto.Verifiqueprdidadenapenreasexpuestasalaabrasindurantedesgasteouso.Inspeccioneplieguesbordesdeloscuellospuosdobladillosbolsillossentaderasdepantalonesyentrepiernas.Sielnapestdesgastadolatelaestarlisaylosdiseosgrabadospuedenversedesteidos.Lasfibraslevantadasenlasuperficiedelatelafrequente-menteseagrupanparaformarbolasopldoras.Laapari-encianoesbonitaylatelasesentirspera.Busqueporreasbrillosasdebidoalaplanamientodelnapenreasdeusotalescomoloscodosrodillasylassen-taderasdelospantalones.Informealclientedecualquierdaoqueencuentreyanoteeldaoenelrecibo.CuidadoGeneralMinimiceabrasinyagitacindelasuperficiedelafraneladurantepre-tratamientoyprocesosdecuidadosdeinmersin.RemovidodeManchasUtilizeunagenteapropiadoparalatelayelcolor.Utilizeapisonamientomnimoconelcepilloderetoqueparaqueelnapsemantengasuave.Siunagenteconbasedeaguaesusadoenartculosquevanaserlimpiadosensecopermitaquelateladefranelasesequecompletamenteantesdelavadoensecoencualquiersistema.Estominimizarelpotencialparaprdidalocaldecolor.BULLETINNO.560SPByDLIResearchDepartmentFABRICSFASHIONS 32FABRICAREBULLETINLavadoenSecoLimpieenunciclocorto.Minimicelaabrasinparaevitardespelusado.CiclosdeLavadoenSecoPercHidrcarbonoSiloxaneGreenEarthCiclodelavado3-5mins5mins10minsExtraccin112-4-6mins4-6mins2minsTemperatura120F50C140-148Fdesecado60-64CNotaSiutilizaunsolventequenoapareceenlatablasigalasrecomendacindelfabricanteparalavadodetelasdelicadas.MtodosParaLavadoconBaseenAguaSiellavadoesrecomendadosigalasinstruccionesdelaeti-queta.Minimicelaabrasinquepuedecontribuiraldespelu-sadodelasfibrasdelasuperficiedelnap.Siustedprefierelavarunaprendalavableensecoclasifiquedeacuerdoalcontenidodelafibra.ProcedimientosSugeridosParaLavadoenLquidosTemperaturadelagua80-85F27-30CLavadoPrincipal5-10minutosconagitacinbiensuaveEnjuagues2-4minutosconagitacinbiensuaveExtraccin3minutosaltavelocidadSecadoColoqueplanaosequeabajatemperatura120F50CalaretencindehumedadprogramadaLavadoaManoUsesuficienteaguaparasumergirlaprendacompletamente.Enjuagueafondodespusdelavarpararemovertodoresiduodeldetergente.Aprietesuavementepararemoverhumedadperosintorceroretorcer.Coloqueplanaocuelgueparasecar.AcabadoPrensadeUtilidadColoresobscurossonacabadosmejorsinpresindecabeza.Usevapordefondoyapliquecualquierpresinnecesariaconunaalmohadilladegomaespumaocepillo.Unapresindecabezalligerapuedeserusadaencoloresclarossiemprequelasimpresionesdecosturasseanevitadasyelnapnoseaaplastado.Aspireluegodesoltarelcabezal.NO.560SP LossofSheenWhatIsTheProblemAfterprofessionalcleaningthefabricnolongerhastheorig-inallusterorsheen.Thisoccursonfabricsthatincorporateachemicalsurfacefinishtoenhancebeauty.WhatDoesItLookLikeThechangeofappearancenormallyappearsasjustageneraldullingoflusterbutcanshowupaslocalsplotchesandstreaksatrandom.Thefabriccolorandsheenisnotassharpandbrightasitwasbeforecleaning.WhatCausedItManyfabricsaretreatedwithsizingorsimilarfinishestogivethemextrabrightnesslusterandevenabetterdrape.Almostallfabricsarelikelytobeapossibleproblembecausetheiroutwardappearanceisusuallyenhancedbyoneofthesefin-ishes.Someoftheselustrousfinishesareadverselyaffectedbydrycleaningwetcleaningorboth.Thusduringtheclean-ingprocesstherecanbeconsiderablebreakuplossandre-movaloftheoriginalpolishedeffect.Damagesuchasnotedherecouldoccurveryrapidlyinthelifecycleofthegarmentwithjustoneortwocleaningsoritcanbemoreprogressiveandnotbecomeobjectionableuntilafterrepeateduseandseveralcleanings.CanItBePreventedTheonlyrealmethodofpreventingsuchcolordamageonfab-ricsisbytheuseofbettermoredurablefinishesandormeth-odsofapplicationduringfabricmanufacture.Thecleanercannotpredictorpreventdamagetonon-durablefabricfinishes.WhoIsResponsibleTherearemanyfinishesforimpartinglusterandpolishtofabricsthatarenotadverselyalteredbyprofessionalcaresowhenoneoftheseisusedproperlyinfabricmanufacturenolaterdamagewillresult.Thereforeonlythemanufacturerthatappliedthefinishorsizingtothefabricshouldbeheldre-sponsiblewhendullingofsheenoccurs.IsThereARemedyThereisnosafeandeffectivemethodofrestoringwithuni-formitytheoriginalshadeandlusteroncethefinishhasbeensoftenedandlostincleaning.ByJimKirbyDLITextileAnalystTABSTEXTILEANALYSISBULLETINSERVICEMARCHAPRIL201533Thereisanobjectionablelossoflustertothepantswhendrycleanedaslabeled.Thematchingjacketwasnotcleaned.BULLETINNO.451 34FABRICAREbulletinPrdidaDelBrilloCulEsElProblemaDespusdeunlavadoprofesionallatelayanotieneelbrilloolustreoriginal.Estosucedeentelasqueincorporanunacabadoqumicoenlasuperficiepararealzarsubelleza.ComoSeVeElcambioenapariencianormalmenteaparececomounopacadogeneraldelbrilloperopuedeaparecercomomanchaslocalesyrayasalazar.Elcolorylustrenoestanntidoybrillantecomoeraantesdellavadoprofesional.QuLoCausaMuchastelassontratadasconencoladosoacabadossimilaresparadarlesunbrilloextralustreyhastamejorcubierta.Casitodaslastelastienenposibilidaddetenerproblemasporquesuaparienciaexterioresnormalmenterealzadaconunodeestosacabados.Algunosdeestosacabadosbrillantessonafec-tadosadversamenteporlavadoensecolavadoenlquidooambos.Demodoqueduranteelprocesodelavadopuedehaberseparacinconsiderableprdidaoeliminacindelefectodebrillooriginal.Daocomoelquesenotaaqupuedeocurrirbienrpidoenelciclodevidadeunaprendaconunaodoslavadasopuedeserprogresivoynohacersedesagradablehastadespusdeusorepetidoyvariaslavadas.SePuedePrevenirElnicomtodorealdeprevenirtaldaoenelcolordelatelaesmedianteelusodeacabadosmejoresymsduraderosyomtodosdeaplicacindurantelafabricacindelastelas.Ellavadorprofesionalnopuedepredeciroprevenirdaoenacabadosdetelasnoduraderos.QuinEsResponsableExistenmuchosacabadosparaimpartirlustreybrilloatelasquenosonalteradasadversamenteporelcuidadoprofe-sionalasquecuandounodeestosesutilizadoapropiada-menteenlafabricacindelatelanohabrdaoposteriormente.Porlotantonicamenteelfabricantequeaplicaelacabadooencoladoenlateladebeserconsideradoresponsablecuandoocurreopacadodelbrillo.ExisteAlgnRemedioNohayunmtodoseguroyefectivopararestaurarlatonali-dadybrillooriginalconuniformidadunavezqueelacabadosehadebilitadoyperdidoduranteellavado.ByJimKirbyDLITextileAnalystTABSTEXTILEANALYSISBULLETINSERVICEBULLETINNO.451SPLeyendadefotografa-Hayunaprdidadebrillodesagradableenlospantalonescuandofueronlimpiadosensecosegnlaetiqueta.Lachaquetadecombinacinnofuelavada. MARCHAPRIL201535StiffVinylWhatIsTheProblemSomegarmentsarenotexactlywhattheyappeartobeandduringdrycleaningtheycanbecomestiffandcrackorblister.WhatDoesItLookLikeThegarmentwillbeverystiffandbrittle.Itmayalsobepuckeredcrackedorblistered.Wemostoftenseethisdamageonsyntheticsuedeorleatheritemsbutcanbeongarmentsappearinglikevelvetorvelour.Adversestiffeningcouldalsooccuronsomeall-weatherfashionssuchaswindbreakersandparkas.WhatCausedItThebasefabriciscoatedwithapoly-vinylchloridePVCorpolyurethanePUmaterial.Suchcoatedfabricsrequiretheapplicationofasofteningagentplasticizerinmanufacturetokeepthemsoftandpliable.Manyofthesesofteningagentscanbedissolvedinprofessionaldrycleaningsolutions.Thusduringpropercleaningtheplasticizerisremovedandthefabricbecomesstiff.CanItBePreventedTheonlypossiblemethodofinsuringnodamagetovinylcoatedfabricsisforthemanufacturetousesofteningagentswhicharecompletelydurabletorepeateddrycleaning.Therearesofteningagentsthatthemanufacturecanusethatarenotadverselyaffectedbynormaldrycleaning.WhoIsResponsibleThemanufacturerisresponsibletoinsureallcomponentsofdrycleanablegarmentswillwithstandcleaningwithoutanyobjectionableresult.Thedrycleanerhasnomeanstopredictorpreventhardeningduringcleaningofdefectivevinylcoatedmaterials.IsThereARemedyTodaythereisnosatisfactoryrestorationofvinylmaterialsthathavebecomestiffduringcleaning.ByJimKirbyDLITextileAnalystTABSTEXTILEANALYSISBULLETINSERVICEBULLETINNO.452Severestiffeningofthisjacketoccurredduringdrycleaningsoitwillnowstanduponatable.Thisblackurethanecoatedcoatshowscrackingandblisteringafterdrycleaning. 36FABRICAREBULLETINViniloRgidoCulEsElProblemaAlgunasprendasnosonexactamenteloqueaparentanseryduranteellavadoensecosepuedenponerrgidasyagrietarseoampollarse.ComoSeVeLaprendavaaserbienrgidayquebradiza.Puedesertambinarrugadoagrietadooconampollas.Nosotrosvemosestedaomsamenudoengamuzasintticaoartculosdecueroperopuedeserenprendasconaparienciadeterciopeloofelpa.Rigidezadversapuedetambinocurrirenalgunaspren-dastodo-climascomolosrompevientosylasparkas.QuLoCausaLateladebaseesrevestidaconunmaterialdeclorurodepoli-viniloCPVopoliuretanoPU.Talestelasrevestidasre-quierenlaaplicacindeunagentesuavizanteplastificanteenlaelaboracinparamantenerlassuavesyflexibles.Muchosdeestosagentessuavizantessepuedendisolverensolucionesdelavadoensecoprofesional.Porlotantoduranteellavadoapropiadoelplastificanteesremovidoylatelaseponergida.SePuedePrevenirElnicomtodoposibleparaevitardaoentelasconreves-timientodeviniloesqueelfabricanteutilizeagentessuavizantesquesoncompletamenteresistentesalavadosensecoprofesionalrepetidos.Existenagentessuavizantesqueelfabricantepuedeutilizarquenosonafectadosadversamenteporlavadoenseconormal.QuinEsResponsableElfabricanteesresponsabledeasegurarquetodosloscompo-nentesdelasprendaslavablesensecovanasoportarlavadosinresultadosdesagradables.Ellavadorprofesionalnotieneformadepredeciroprevenirrigidezdematerialesconrevestimientodevinilodefectuosoduranteellavado.ExisteAlgnRemedioActualmentenohayrestauracinsatisfactoriadematerialesdeviniloquesehanpuestorgidosduranteellavado.ByJimKirbyDLITextileAnalystTABSTEXTILEANALYSISBULLETINSERVICENO.452SPRigidezseveraenestachaquetaocurridurantelavadoensecoporlotantoahoraquedaplantadaenunamesa.Esteabrigonegroconrevestimientodeuretanomuestraagrietamientoyampolladodespusdelavadoenseco. NOTinVogueTHEREMAYBESOMEDIFFICULTYPROCESSINGTHEGARMENTSFEATUREDHERE.Membershaveindicatedthatthedamageoc-curredeventhoughthesegarmentswerecleanedaccordingtothecarelabelsinstructions.ThegarmentsshownareamongthecurrenttoprepeatersreceivedinDLIsInternationalTextileAnalysisLabandareselectedonthebasisoftheseasonalityandtimelinessoftheproblem.DLIhascontactedthesemanufacturerstoworkwiththemonresolvingtheseproblems.Thebot-tomportionofthisbulletindetailsthestatusofthiswork.Asthesegarmentsarecurrentlyonthemarkethoweverandsincewehaveseenrepeatedexamplesofdamageyoumaywanttodiscussthesepotentialproblemswithyourcustomers.ManufacturerSteveMaddenRN100529ManufacturerContactInformationMailtoSteveMaddenDirect7365MainSt.204StratfordCT06614-1300Ph.1-888-762-3336or1-800-308-7306x722infostevemadden.comDescriptionAlengthcreamladieswoolpolyesterrayonblendcoatwithblacksyn-theticleatherpipingtrimandclosureaccents.CareInstructionsThecarelabelstatesDryCleanOnlywithnoInternationalCleanabilityCodecaresymbols.ProblemDuringtheproperprofessionaldrycleaningprocessthethinblackpolyurethanefilmlosesitsbondtothebasetrimfabricandstartstopeelaway.ResponseThecustomerservicerepresentativemailedakindresponsestatingTheyhaveagreementswithretailerscarryingtheirbrandsandaskthatanyproblemgarmentbereturnedtotheplaceofpurchase.Iftheproblemisnotsolvedthencontactusdirectlybyemailorphoneusingthecontactinformationabove.ByJimKirbyDLITextileAnalystBULLETINDuringproperdrycleaningaslabeledtheblacktrimonthiscoatwasseverelydamaged.MARCHAPRIL201537NO.110 RevolutionsbyYvetteMeltzer