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PLUSClean2015DrawingThousandstoAtlantaHiringTipsLeatherTrimColorDamageinEnglishSpanishNovemberDecember2014TheMagazineoftheDrycleaningLaundryInstituteInvestinginConvenienceisInvestinginYourBusinessSPECIAL2015COURSEGUIDE FabricareNovemberDecember20143COVERFOCUS8HowRoutesCustomerServiceandConvenienceLockersCanImproveSalesFEATURES12JoinDLIattheHiltonAtlantaHotelforClean201518DLIFinancialReport24DLICleanersMakeaDifference26ArrowLeathercareCelebratesaCenturyofGrowth38MarketingPuzzleDEPARTMENTS5MomentwithMary6RecentGraduates15IndustryInnovatorsTECHNICALBULLETINS29FlannelFabricsFashions-No.56031CleaningImitationFurPileFabricMethodFabricsFashions-No.51632LimpiezadeImitacindePielMtododeTelaconPeloFabricsFashions-No.522Spanish33RoughAreasonSuedeTABS-No.447EnglishSpanish35LeatherTrimColorDamageTABS-No.448EnglishSpanish37JessicaMcClintockDressNotinVogue-No.108Vol.46IssueNo.6NovemberDecember2014contents1281826381533 DLIDISTRICTCOMMITTEEMEMBERSRichardBuddyGritzCEDDistrictTwoDCMPrestoValetofVAInc.703998-64641623QuakerLaneAlexandriaVA22302pvaletbuddygaim.comPerryBullard-DistrictThree-DCMFabricCareCenter803632-3155POBox549BrunsonSC29911b.laundrycomcast.netJeffSitzDistrictFourDCMCityCleaners330864-97221608WestMarketStreetAkronOH44313jeffcitycleaner.comJessCulpepperCGCPDistrictSixDCMCulpepperCleanersInc.210684-22315203CallaghanRoadSanAntonioTX78228culpeppercleanerssbcglobal.netBobbyPatel-District8DCMKonaCleaners949646-5110333E17thStreetCostaMesaCA92627konacleanerssbcglobal.netJoeBlaha-AlliedTrades-DCMGreenEarthCleaning303810-350851West135thStreetKansasCityMO64145jblahagreenearthcleaning.comSealofApprovalAwardeeSTAFFPublisherMaryScalcomscalcodlionline.orgDirectorofCommunicationsHarryA.KimmelIIIhkimmeldlionline.orgDesignerKathyGuidokguido05verizon.netBOARDOFDIRECTORSAllanP.JohnsonIIIPresidentPeerlessCleaners361887-00053434SouthStaplesStreetCorpusChristiTX78411allanpeerlesscleaners.comGregMyersPresident-ElectSouthsideCleaners863688-4747901SouthFloridaAvenueLakelandFL33803greg.myerssouthsidecleaners.comDaveBeattyCPDTreasurerMurrysvilleCleaners724327-64003945OldWilliamPennHighwayMurrysvillePA15668db4mcaol.comDavidMachesneyChairPrattAbbottCleaners207854-54052EisenhowerDriveWestbrookME04092dmachesneyprattabbott.comJohnDallasDistrictOneDirectorFabricareHouseCleaners781337-449532PondStreetNorwellMA02061johnd3473aol.comMartinYoung-DistrictTwo-DirectorYoungsCleaners704786-3011340ChurchStreetConcordNC28025mayoungvnet.netLelandWaiteDistrictThreeDirectorWaitesCleaners251473-4984P.O.Box7187MobileAL36670wcleanersaol.comGaryMaloneyDistrictFourDirectorNuYaleGlacierCleaners812285-7400600E.Highway62JeffersonvilleIN47130garynuyale.comMichaelMcKernanDistrictFiveDirectorNuTrendCleaners402734-46203144North84thStreetOmahaNE681341dynamicincgmail.comMichaelNesbit-DistrictSix-DirectorMWCleaners281320-9807230SpringHillDriveSuite325SpringTX77386men4tmw.comBradEwingCEDDistrictSevenDirectorNuWayCleaners970336-8883POBox336952GreeleyCO80633bewingthecleaners.netDavidSuberDistrictEightDirectorPerfectCleaners310470-033010531WestPicoBlvdLosAngelesCA90064daveperfectcleaners.comFredSchwarzmannAlliedTradesDirectorA.L.WilsonChemicalCo.800526-1188POBox207KearnyNJ07032fredALWilson.comMaryScalcoCEOCorporateSecretaryDrycleaningLaundryInstitute14700SweitzerLaneLaurelMD20707mscalcodlionline.orgFabricareVol.46No.6ISSN1084-6778ispublishedbi-monthlybytheDrycleaningLaundryInstituteat14700SweitzerLaneLaurelMD20707.301622-1900.Allrightsreserved.2014DrycleaningLaundryInstitute.Writtenpermissionisrequiredtoreprintarticlesfromthispublication.ThesubscriptionpriceforFabricareandTheJournalofDrycleaningLaundryInstituteis65ayeartoDLImembersonly.PeriodicalspostagepaidatLaurelMDandatadditionalmailingoffices.POSTMASTERSendaddresschangestoFabricare14700SweitzerLaneLaurelMD2070714700SweitzerLaneLaurelMaryland20707301622-1900Fax240295-4200httpwww.dlionline.orgAdvertisingIndexAdvertisingInformationForinformationonadvertisinginFabricareortoreceiveacurrentmediakitorratecardcall1-800-638-2627.R.R.Streets........................................2IWAInsurance......................................7CleanShow.......................................23ArrowLeatherCare.................................26DLITABSBooks....................................28EZProductsInternational...........................39Enviroforensics...................................40FabricareNovemberDecember2014CanyoutellwhatwentwrongwiththisgarmentFindtheansweronpg.36.WhatwentwrongPAGE364 AcolleaguesharedanarticlefromSmartMeetingsmagazinethattalkedaboutwhatbusinesspeopledislikeandlikeaboutbusinesstravel.Idoafairamountofbusinesstravel.Like72oftherespondentsinthearticleIspendmostofmytimeontheplanecatchinguponwork.Like25myfavoritetravelaccessoryisagoodbook.Thereisneverenoughtimetojustsitandread.IalwaysfeellikeIshouldbedoingsomething.Onefrequentflyersaidthebestpartoftravelingismeetingpeopleface-to-face.Ifeelthesameway.Thisindustryisaboutthesizeofasmallcityexceptitsspreadoutovertheentireplanet.Weremoreofasocio-economiccommunitythanageographically-boundgroupwhichmeansyouhavetotravelalottogettogether.Itisalwaysinterestingtoseeifmymentalimageofapersonbasedonphoneconversationsemailsoreventheirnamematcheswhattheylooklikeinperson.Put-tingafacetoanameisalwaysaninterestingconnectiontomake.Sometimespeoplelookjustlikeyouthinkbutmoreoftentheirappearancecansurpriseyou.Gettingtoknowpeoplelikethisbuildsastrongerconnectionandthatleadstodeeperunderstanding.TheWaterCoolerEffectAsanassociationoneofthebiggestbenefitswepro-videisbringingpeopletogether.Weorchestratethebiggestandbestmeet-upsintheindustry.Thisgivesyouplentyofopportunitiestomeetlike-mindedpeopleshareideasandlearnfromtheirexperience.Thelargestexam-pleofthissortofmeet-upishappeningnextyear.TheCleanShowoffersmilesandmilesofequipmentandlivedemosandeducationalsessionsbuttomethemostinterestingpartisthepeople.Thisistheonetimewhenourcommunityexistsinoneplace.ItslikethedrycleanershavetakenoverthecityCleaniswherewereconnectwithacquaintancesweonlyseeeverytwoyearswherewegettotalktopeopleinthebusinesstoseehowtheyaredoingandwhattheyaredoing.TheonethingIknowisthateveryoneismorethanwillingtoshareandthereisnodoubtthatwhenyoureturnyourbusinesswillbenefit.Justbybeingthereyouarepartofthefamilywelcomeandaccepted.EveryoneofyourfellowDLImemberswantyoutosucceedandwillbegladtohelpbysharingwhattheyknow.YesitsoundslikeanaltruisticmotivationalposterwithabunchofpeopleonaboatinastormthatsaysTeamworkTogetherWeWillSucceedorsomethingbutitstrue.Ibelievepeoplelearnmoreatconferencesconven-tionsormeetingsbytalkingtotheircontemporaries.Thiscanbeduringthecoffeebreakinthehallwayoratthecocktailreception.Itsthewatercoolereffect-whereyougetthemostinterestingorusefultidbitsin-formallyatwork.Thisiswhenyougetthebenefitofsomeonespersonalexperienceonapersonallevel.Thatswhyweretainmoreofthisinformationandfinditmoreusefulitcomesfromsomeonewereallyknow.Inordertofacilitatemoresociallearningopportuni-tiesweareworkingtobookanewvenuefortheClean2015MembershipReceptionratherthanastuffyhotelballroom.WeevenlookedintoorganizingapubcrawlformembersinanAtlantasuburbwithanabundantnight-lifesceneatClean2015.Unfortunatelyourad-vanceteamreportedwedneedapartybustogetevery-onebackandforthanditdidntseemlikeagoodfit.Forwhatitsworthwellkeepworkingtocreatemoreofthesesociallearningopportunities.DaretoJoinInInvestinyourbusiness.Meetyourfellowdrycleaners.Getinadventures.TakethetriptoAtlantanextApril.ThisissuecontainsinformationonregisteringfortheshowandtheHiltonAtlantaDLIsheadquartershotel.TheDLI-TCATAMembershipReceptionisonaFridayeveningsoifyoureintownjoinustomeetgreetandjustplainhangout.WetriedthisoutforthefirsttimeatClean2013anditwasgreattoseeeveryoneenjoyingthemselvestalkingaboutworklifethefutureandeverything.OnefinalthoughtIfyouretravelingthisHolidayseasonpleasebesafe.PutworkasideandenjoyagoodbookortwoMaryScalcoFabricareNovemberDecember20145TravelingtoExpandOurHorizonsCleanerscamefromallovertheworldtoattendClean2013.momentwithmary FabricareNovemberDecember20146recentgraduatesTwo-DayWetcleaningCourseSEPTEMBER11122014FRONTROWLEFTTORIGHTChristinaDroiraEmilyHuiJoylynLeeSamsungElectronicsSanJoseCAAmyHinterschiedCallanderSonsCleanersColumbusOH.BACKROWLEFTTORIGHTJenBlakeleyDanConsiglioMurrysvilleCleanersMurrysvillePABrianKirschbaumVillageCleanersGloucesterVAFlavioFreitasFabricareHouseCleanersNorwellMA.DLISeeksCandidatesforDistrict1and5ElectionsDistrictCommitteeMembersStillNeededFreshmindsbringfreshideas.DLIsfoundersinstitutedtermlimitstoensureaconstantflowofnewleadersontheDLIBoardofDirectors.InApril2015DLIwillinauguratenewDirectorsinDistricts1and5.PleasecontacttheDirectorinyourdistrictlistedbeloworDLICEOMaryScalcoat800-638-2627formoreinformationonbecomingacandidate.District1coversConnecticutMaineMassachusettsNewHampshireNewJerseyNewYorkRhodeIslandVermontDistrict1DirectorJohnDallasFabricareHouseCleanersNorwellMassachusetts781337-4495orjohnd3473aol.comDistrict5coversIllinoisIowaMinnesotaNebraskaNorthDakotaSouthDakotaWisconsinDistrict5DirectorMichaelMcKernanNutrendCleanersOmahaNebraska402734-4620or1dynamicincgmail.comNEWVOICESDLIwelcomesadditionalinputfromeachDistrict.InadditiontomaintainingaBoardmemberineachDistrictDLIinvitesmemberstojointhediscussionasDistrictCommitteeMembersDCM.ThereisoneDCMperDistrict.PresentlythereareDCMpositionsopeninthefollowingDistricts.PleasecontactDLICEOMaryScalcoforinformationonapplyingforaDCMposition.District1ConnecticutMaineMassachusettsNewHampshireNewJerseyNewYorkRhodeIslandVermontDistrict5IllinoisIowaMinnesotaNebraskaNorthDakotaSouthDakotaWisconsinDistrict7ArizonaNevadaAlaskaIdahoColoradoUtahWyomingMontanaOregonWashington FabricareNovemberDecember20147 FabricareNovemberDecember20148HowRoutesCustomerServiceandConvenienceLockersCanImproveSalesByGregColosiIndustryConsultantandSpecialtoFabricareROUTECUSTOMERSLOCKERCUSTOMERSANDCUSTOMERSERVICECONSTITUTEINVESTMENTSINYOURDRYCLEANINGBUSINESS.Investingingettingnewcustomersismoreimpor-tantthaninvestinginyourplant.Ifyouhadnocus-tomersyouwouldntneedaplantbecauseyoudhavenobusiness.Soitallstartswithgettingcustomers.WhatisanewcustomerworthtoyourbusinessWhenwefindoutwhatanewcustomerisworthwecanfigureouthowmuchyouarewillingtopayorin-vesttogetone.HowmuchwouldyoupayforanewroutecustomerAnewlockercustomerAnewcountercustomerDoyoujustguesstimateIsthereaformulatofigureoutwhatanewcustomerisworthandwhatyourewillingtoinvesttogetoneLetsfigureoutwhattheLifetimeValueLTVofaroutecounterandlockercustomerissothatweknowwhatyoudbewillingtoinvesttogetone.Myaverageroutecustomergivesme56indrycleaningeverymonth.Overthelast18yearsmyaveragecustomerstayedwithmefor6.7years.Soac-cordingtomynumberstheLTVofaroutecustomeris4502.40.Imultipliedmymonthlyrevenue56times12monthsandthenmultiplieditby6.7yearsandcameupwith4502.40.SowhenIsignupanav-erageroutecustomerthisiswhatIcanexpecttogetcoverfocus FabricareNovemberDecember20149fromhimorherovertheirlifetimeasaroutecustomer.JohnJulianofJuliansDrycleanersinRochesterNewYorkaverages83.61peryearforacountercustomer.Hekeepsthatcountercustomeranaverageof2.99years.SoforhimtheLTVofacountercustomeris250.AnotherDLImemberStephenMooreofPressDeliveryDryCleaninginAtlantaGeorgiacurrentlyaverages128permonthperdrycleaninglocker.Heaveragesonelockerforeveryfourcustomers.Drycleaninglockersaresonewthatwedontre-allyknowhowlongacustomerwillstaycurrent.Mostoftheselockersareinresidentialcondoandapartmentbuildings.Thecondolockercustomersprobablystayaslongastheroutecus-tomers.Apartmentbuildingcustomersprobablystaysome-wherebetweenacountercustomerandaroutecustomeronlybecausetheydonotowntheapartmentandwillmovesoonerthananowner.Letsbeconservativeandsayadrycleaninglockercustomerstaysforthreeandahalfyears.Iftherearefourcustomersforeverydrycleaningboxthereis32monthcustomeror384yearinrevenuepercustomer.SooverthreeandahalfyearstheLTVofadrycleaninglockercustomeris1344.Severalbusinessesselllockersystems.NowweknowtheLTVofaroutecustomer4502.40drycleaninglockercustomer1344andcountercustomer411.70.Wecanusethesefigurestodeterminehowmuchwearewillingtoinvestingettingeachtypeofcustomer.Ifyouvebeenmarketingonaregularbasisforsometimeyouknowthatitshardesttogetroutecustomersthendrycleaninglockercustomersifyouuselockersthencountercustomers.Nowweknowwhyroutecustomersgeneratethemostrevenuethereforetheyarehardesttoget.Sohowmuchwouldyouinvesttoattractcus-tomersinthesecategoriesAbouthalftherevenueisgrossprofitsoweatmostwouldinvesthalfoftheLTVrevenue.Astherewouldbenoprofitinthisscenarioitwouldbeinadvisable.WhatisyournetprofitmarginThisisthemoneyyoumakeafteryoupayeverything.Ifyoureasmalloperationyoursalaryispartofthenet.Ifyourealargeorganizationyoursalarynotpartofthenet.Ihopeitsatleast15.Over20wouldsbebetter.Iwouldrecommendthatyouspendlessthanyournetpercentage.Accordingtothistheoryletssayyournetis15andyoudspend675inacquiringanewroutecustomer.Iwouldper-sonallynotpay675foranewroutecustomerbutthisgivesyouaguideofwhataroutecustomerisworthtoyouwhenyousignoneup.WhatwouldIpayThemostIveeveraveragedoverthecourseofamonthonaroutecustomerisaround100.SoIcouldofwentupto150foroneandthengotareferralthatonlycostmethe40inFREEdrycleaningforthereferral20tothenewroutecus-tomerand20tothereferringcustomerforrecommendingthem.SotheoreticallyIspentabout170fortworoutecustomers15020costofdrycleaning.SoIaveraged85pernewroutecustomer.NowthatisthemostIwouldpay.IrecommenddoingbagdropsPPChavinganeffectivewebsitemailersandancoverfocusEditorsNoteTheopinionsexpressedinthisarticledonotreflectthoseoftheInstituteoritsofficers. FabricareNovemberDecember201410coverfocusorchestratedreferralprogramtogetyouroutecustomersatalotbetterratethan100pernewroutecustomer.TakingthatintoconsiderationIwouldpayupto30foracountercustomerand75foradrycleaninglockercustomer.Whenyouknowwhatyourewillingtopayinsteadofguesstimatingyourenowincontrolofbuildingyourdrycleaningbusinesswithknowledgeinsteadofatthewhimsofyouradvertisingreps.Customerserviceisasoundinvestmentinyourdrycleaningbusiness.Nowthatyouknowwhatitcoststogetanewcus-tomeryoucanbettergaugeyourcustomerservicetofitit.Ifyouloseordamagesomeonesgarmentitsmucheasiertogivehimorheracreditorachecktocoverthatgarment.Sowritingacheckfor100foraroutecustomerisnobigdealbecauseyouknowwhatthatcustomerisworthtoyourbusiness.Ifyouhandlethissituationrightyoullnotonlykeepthiscustomerforlifeyoullgetreferredandthispersonwillbeachampionforyourdrycleaningbusiness.Ifyoumakeyourcustomerjumpthoughabunchofhoopstogetacredityouregoingtolosethem.Assoonasyoudamageagarmentaskyourcustomerwhattheydlikeforthegarmentandwritethecheck.Mostpeoplewillbeveryconservativewithwhattheydwantfortheirgarment.Thefasteryoutakecareofthisthebetterchanceyourcustomerwillstaywithyouandbecomeachampionforyourbusiness.Oneofthebestcapitalimprovementsyoucanmaketoyourbusinessistogetasortingsystem.BrianRobertsonofCometCleanersmadeaninvestmentacoupleofyearsagowithQuickSort.Itsvirtuallyimpossibletomakeamistakehesaid.Weusebarcodinginsteadusingahuman.Becauseofthisthemark-inprocessismoreaccurateandfaster.Itssavedmeabouttwopeopleandpaidforitselfinlessayearorless.Customershavemoreconfidenceinyouasadrycleaner.Itellmypeopleallthetimethatwearelikeabank.Whentheydropofftheirclothesitslikeadeposit.Whentheycometopick-uptheirgarmentstheywantacompletewithdrawalallofthemoneytheydepositedtheywantback.Robertsonsaid.Toomanycleanerslosegarmentsormisplacethem.Thissystemvirtuallyeliminateslostgarments.YouareNOTinthedrycleaningbusiness.Youareinthebusinessofmarketingyourdrycleaningbusiness.Mostsuccessfuldrycleanershavefiguredthisout.Theyunderstandthatifyoudonthaveaconstantflowofnewcustomersyoulleventuallygooutofbusiness.Topdrycleanersknowthatmarketingandgettingcustomersinthedoorontheirroutesandintheirlockersistheirprimaryjobfunction.Makeityourprimaryjobfunctionandyoushouldseesalesclimb.IndustryconsultantGregColosihelpsdrycleanersgetroutecustomersWITHOUTknock-ingondoorseventhoughdoorknockingisagreatwaytogetcustomersthroughDryCleaningLockersandatthecounter.AllofGregsmarketingideasaretestedbyhimorseveralofhis450memberssoyouwontgettheoryyoullonlygetideasthatproducenewcustomersandrevenue.ContactGregforafree30-minuteconsultationat888-661-1992orlookhimupatwww.Drycleaningmarketing.comToomanycleanerslosegarmentsormisplacethem.Thissystemvirtuallyeliminateslostgarments.BrianRobertsonCometCleaners FabricareNovemberDecember201411DLIoffersoneeducationalseminarsessioneachdayoftheCleanShowbeforetheflooropens.Twoadditionalspecialfloorpresentationsareofferedduringshowhours.MorningDLIsessionsstartat830a.m.-945a.m.ThursdayApril16IsGreatCustomerServiceWorthItGreatcustomerservicehasahugepositiveimpactonyourbottomline.LearnhowtospotweaknessesandrewardexcellenceasasecretshoppingCEOsharesinsightsanddatafromourindustry.FridayApril17HowtoSelltotheSELFIEGenerationAsthequantityofadsperprospectisincreasingmarketersareturningtobehavioralpsychologyforanedgeovercompetitors.FindoutwhycustomersswitchcompaniesmakepurchasesandhowitallappliestosellingdrycleaningtoanInternet-connectedgeneration.SaturdayApril18SuccessMoreThanJustDrycleaningYouhavetocleanmorethansuitsandformalweartosucceedintodaysmarket.Seehowsomeofyourfellowindustryprofessionalsareexpandingtheirservicestoaccommodatethechangingneedsoftodayscustomers.SundayApril19PolicingEmployeePoliciesPiercingstattoosmobilephonesandsocialmediapostsarechangingthewayemployeeslookandbehave.AreyourcompanypoliciescurrentwithtodaysemploymentissuesLearnhowtoprotectyourbusinessfromalawsuitfiledbyadisgruntledemployee.SpecialShowFloorSessionsFridayBoilerAlertSaveMoneyonthisMassiveExpenseIsyourboilerworkingproperlyLearnhowtogetmoreworkoutoflessenergyandloweryouinsurancecosts.SaturdayProblemGarmentParadeClaimsarenotnecessaryindrycleaning.Learnhowtoidentifyandpreventcommonclaim-causinggarmentproblemsfromDLIsfinesteducators.Preventingclaimscanstoppayoutsandincreasecustomerconfidenceinyourbusiness.LearningwithDLIatClean2015feature FabricareNovemberDecember201412STAYATTHEHILTONATLANTAANDJOINHUNDREDSOFDLIMEMBERSATCLEAN2015.DLIchosetheHiltonAtlantaHotelasitsClean2015HeadquartersHotelbecauseitiswithinwalkingdistancetotheCleanShowandmanyAtlantaattractions.Hiltonisatrustedhotelierwithtopserviceandaccommodations.StayingattheHiltonAtlantagetsDLImembersaspecialroomratecomplimentarywifiandtheaddedbonusofstayinginahotelpackedfullofthebestdrycleaningbusinesspeopleintheworld.NetworkandmingleovercoffeeinthehotelsGrandBallroomfoyer.Swimintheoutdoorpoolandworkoutinthefullyequippedfitnesscenter.Stayfitonthehotelsoutdoortenniscourtsfull-sizedbasketballcourtorjoggingtrack.ExperiencefinediningoverlookingAtlantasdowntownskylineinNikolaisRoofrestaurantortryaPolynesiancocktailattheMaiTaibarinTraderVics.SIGHTSEEINGTheHiltonAtlantahoteliswithinonemileoftheCleanShowandwalkingdistancefromsomeofthecitysbestattractionsincludingtheGeorgiaAquariumCNNCenterandmanycolorfuleateries.Friendlystaffonthehotelrecreationdeskwillbehappytohelporganizevisitstonearbyattractions.VisitthehomeoftheAtlantaBravesatnearbyTurnerFieldortourtheGeorgiaDome.Strollaroundtherenownedcollectionofclassicandcontemporaryartandaward-winningarchitectureattheHighMuseumofArt.Exploreanunder-waterworldatoneoftheworldslargestaquariumsGeorgiaAquarium.DiscoverthehistoryofthefamoussoftdrinkattheWorldofCoca-Colamuseum.Visittheworldheadquar-tersoftheCableNewsNetworkattheCNNCenter.WatchaBroadwayperformanceatthefamousFoxTheatre.Learnmoreaboutthehotelatwww.hiltonatlantadowntown.comJoinDLIattheHiltonAtlantaHotelforClean2015 FabricareNovemberDecember201413WhyshouldyouattendClean2015Ifapictureisworthathousandwordsandademonstra-tionisworthamillionthencomparingdemonstrationsispricelessanswersJohnRiddlePresidentofRiddleAssociatesCleanShowManagement.RegistrationforClean2015isnowopen.Registeronlineatwww.CleanShow.com.Learnaboutthelatestproductstrendsandstrategiesthatwillhelpyouimproveyourbusinesssbottomline.TheCleanShowisthemaineventforthelaunderingdrycleaningandtextileservicesindustry.LIVEDEMONSTRATIONSThebiggestandmostcompre-hensivedisplayofmachinesandequipmentplusalltheancillaryproductsandservicesyouuseinyourbusiness.EDUCATIONLearnnewtechniquesandstrategiesinseminarsdeliveredbyleadingindustryexpertsandtheCleanShowsponsoringassociations.NETWORKINGTakehomenewideasandprovenstrategiesfromyourface-to-facemeetingswithmanufacturerssuppliersandindustrypeers.IfyouattendonlyoneindustryeventitshouldbetheCleanShow.CheckoutavideofromClean2013hereatwww.tinyurl.comlsxsn7fBOOKITClean2015hasdesignatedEventSphereastheonlyhousingproviderforClean2015.TherearefraudulentcompaniesandorganizationsthatwilltrytopresentthemselvesasofficialpartnersofCleanandofferyouapotentialroomthatmightnotbeguaranteedoravailable.ShouldyoubecontactedbysomeoneotherthanEventSpherepleaseletusknowbyemailingcleanshoweventsphere.com.Call855-671-8087tobookyourroombyMarch132015.Youcanalsoreserveyourroomonlineatwww.cleanshow.comclickAttendingthenHotels.DLIsstaffandBoardofDirectorsarelookingforwardtoseeingyouthereCleanShowRegistrationOpenfeature ThedrycleaningindustryinAmericahasneverbeendrivenbyjustonecompanyorjustoneoperatorwidespreadinnovationandtheentrepreneurialspiritkeepitgoing.Butonceinsidethishighlyindividualisticindustrymanycompaniesstandoutasforcesthathavecontributedgreatlytodrycleaningthroughallofitschangesandchallengesinthepastpresentandfuture.Thesearejustafewofthecompaniesthatevolvedalongsidetheindustryandhelpeditsurviveandthrivealongtheway.TheseareIndustryInnovators.IndustryByIanP.MurphySpecialtoFabricareFabricareNovemberDecember201415continuedonpage16CHEVRON-PHILLIPSCHEMICALCO.RefiningHydrocarbonsChevron-Phillipsjoineddrycleaningin2001withthereleaseofitsClassIII-AhydrocarbonsolventEcoSolv.AjointventurebetweenoilcompaniesChevronandPhillipsPetroleumitimproveduponexistinghydrocarbontechnologydevelopedbyPhillipsinthe1930stoproduceanalmostodorlesshigh-flashpointsolventandpercalternative.Even-tuallyeveryoneisgoingtohavetoshiftawayfrompercsaidMalloryBartellChevron-Phillipssalesmanagerforsolvents.Andhydrocarbonisodorlessandabletohandlegreasestainsthatothersolventsmightnot.ApprovedbytheNewYorkStateDepartmentofEnvironmentalConservationNYSDECEcoSolvismanufacturedinTexasanddistributedthroughoutthecountrythroughanetworkoftrustedsuppliers.Itofferslowvaporpressureforgoodrecoveryandcleaningresultsonaparwithotherhigh-flashpointhydrocarbons.BetterstillbiodegradableEcoSolvisanestablishedchoiceforClassIII-Amachinery.DrytimesforEcoSolvarecomparabletootherhigh-flashhydrocarbonsandanionicandcationicdetergentsarereadilyavailableforusewithit.Usinganecofriendlyprocesscanhelpdryclean-erscompeteintodayscompetitivemarketwhereconsumersaremoreeducatedthaneverabouthowtheyspendtheirmoney.Thebestthingisthatthisisanenvironmentally-friendlyproductBartellsaid.ConsumersarelookingforchoicestheycanmaketohelpthemselvesfeelliketheyarehelpingtheenvironmentandusingEcoSolvwouldbeawaytogainmarketshare.Peoplearewillingtomakethosesortsofsacrificestofeelliketheyaremakingadifference.MyconcernisthatoverallbusinessisdwindlingBartellsaid.PeoplearedressedmorecasuallysoImafraidthatthereisntaneedfordrycleaningliketherewasinthepast.feature FabricareNovemberDecember201416featureCLEANERBUSINESSSYSTEMSIntegratingOperationsTwentyyearsagobusinessesinallsectorswerecom-puterizingwithneweasy-to-useWindows-basedsystemsandAmeetShahsawanopportunitytohelpthedryclean-ingindustryimproveitsproductivityandprofitability.In1997helaunchedBurnsvilleMinnesota-basedCleanerBusinessSystemsCBSpromisinganeweraindryclean-ingautomationandtodaythecompanycontinuestoofferintegratedhardwaresoftwareandsupportsolutionsthatdrycleanerscanusetomanageoperationscutcostsattractnewbusinessandimproveservice.ReadytouseoutoftheboxCBSoffersrobustfront-endfeaturesaccountmanagementfunctionsandinte-grationwithbar-codingandconveyorsystems.Forcustomercommunicationthesystemfeaturesorder-readyalertsande-mailaccountstatementsandalsotrackscustomerpatronagetoofferrewardscouponsandpromotionsautomatically.ThePOSsystemallowsoperatorstoknowwhotheirgoodcustomersareandmarkettotheminamoreeffectivemannerthroughdataminingande-mailsaidShahCEOofCleanerBusinessSystemsparentcompanyShahCorp.CleanerBusinessSystemsalsooffersaninternalmes-sagingsystemforemployeessothatoperatorscanstopclutteringthecounterareawithpost-itnotesandroutemanagementmanifeststhatarrangedriversstopsformaximumefficiency.Withitsbrowser-basedinterfacethesystemisscalablefromasingleMom-and-Popshoptoamultiple-storechainandcentralofficescanaccessdatafromanylocationwherethereisaworkingInternetconnection.CBSpridesitselfonextensivetrainingandsupportincludinglivetechsupportoperators.Yourbusinessisonlymakingmoneywhenitsoperationalandwerecommittedtokeepingyoursystemsrunningsmoothly247thecompanyswebsitesaid.AndCleanerBusi-nessSystemscutting-edgesoftwarearchitectureiscon-stantlyupdatedtoaccommodateandincorporatenewfeaturesandtechaccessoriesastheybecomeavailablethesystemhasalreadyaddedsmartphoneandtabletfunctionstoassistinrouteservicescounteroperationsandmore.DrycleanersshouldbeabletomoveforwardwiththecurrenttechnologyShahsaid.Thefutureisbrightforoperatorswhoembracehigh-techsoftwaresystemsinrunningwhatisaessentiallyatraditionalservicebusinessbetterheadds.Theindus-tryseemstobeontheupswing.Idontknowifitsbe-causetherearefewerdrycleanersbutitseemstobeheadinginapositivedirection.Drycleaninghasexistedforalongtimeandoperatorsofallsizeswillcontinuetoexist.AndImhopingthattheaggregatesizeofthemarketwillalsogrow.IRVINGWEBERASSOCIATESIWAAPolicyofInnovationIrvingIrvWeberwasworkingasanagentforthePru-dentialInsuranceCo.intheearly1940swhenhestartedtoexplorenichemarketsthathesawasdepression-proof.In1946hemetwithagroupthatwouldlaterbecometheNationalCleanersAssociationNCAandknowingthatdrycleaningwassomethingpeoplewouldalwaysneedbuiltthefirstgroupinsuranceprogramsofferedtooperatorsthefollowingyear.WorkingwiththeStateInsuranceFundofNewYorkWeberformedoneofthestatesfirstWorkersCompensa-tionSafetyGroupsfordrycleanersandsoonexpandedIrvingWeberAssociatesofferingsintofirecoverageandpoliciesdesignedtoprotectdrycleanerswithfurstorageandcleaningrouteoperationsequipmentandmore.Bythemiddle50sIWAwasthelargestknownwriterofinsurancededicatedtodrycleaners.IrvssonDennisWeberjoinedthecompanyin1958andbecameIWApresidentin1982asthecompanywasbringingitscompetitiveratesindustry-leadingclaimshan-dlingaccesstotopcarriersandlocalservicetonewindus-triessuchascoin-oplaundriesandconveniencestores.Inthe1980sIWAdevelopedthefirstpollutionliabilityformtohelpdrycleanersmanagethescrutinysurroundingpercuseandthethirdgenerationofthefamilyAdamWeberjoinedthecompanyhelpingtransitiontoautomatedsys-tems.In1997IWAwentnationwide.StillthenationstopdrycleaninginsuranceplanIWAsFabriCareAdvantageprogramisendorsedbyDLIandmorethanadozenstateandregionalassociations.Theprogramincludesspecializedcoveragesincludinggeneralliabilitypropertyboilerandmachinerybusi-nessautoandmorepluscustomcoveragestoprotectcustomergoodsandbusinessinterruption.TherearealotofdrycleanersandbrokerswhoneedourassistanceWebersaid.Althoughmanyinsurancecompanieswillinsureadrycleanermostoftheirindi-vidualproductsdontproperlyrespondtotheday-to-dayrisksdrycleanersface.Asdrycleanersdiversifytheirriskschangeandsoshouldtheirinsuranceprotection.IWAtriestostayaheadofthesechangesandkeepapulseonthingstheindustryisdoingsotheycanbebuiltintoourprogram.Stillfamily-runandfocusedoninnovationasasub-sidiaryofBrownBrowncurrentIWApresidentAdamcontinuedfrompage15 FabricareNovemberDecember201417WeberoffersthisadvicetodrycleanersStayfocusedonwhatyoudobestandifyouaregoingtodiversifyunderstandtherisksandex-posureshesaid.Donttrytobeeverythingtoeveryone.Andwhenitcomestoprotectingyourmostimportantassettheonethatfeedsyourfamilybesureyouhavetherightinsuranceprotection.Youdontwanttofindoutatthetimeofthelossthatyoudont.MONAGHANCORP.FullServicePatrickMonaghanwasworkingforHaywardChemicalin1970whenhedecidedtostarthisowncompanywithlittlemorethanabasementacarandatypewritersaidtheCEOandpresidentoftheeponymouscompany.Ihadawarehouseandatruckandapart-nerandwesoldproductstocleanersinIowa.DecadeslaterDesMoinesIowa-basedMonaghanisstillsupplyingoperatorsinIowaNebraskaKansasandIllinois.ThecompanyhadanofficeinArizonabutMonaghanreconsolidatedbecauseIfeltIcoulddoabetterjobbydoingtheMidwestalone.Monaghanprovidesacompletelineoflaundryanddrycleaningsuppliesandahugeinventoryofproductsincludingitsownchemicallines.WemanufactureourownchemicalsandofferlaundrysuppliespackagingspottingchemicalsanythingusedinalaundryordrycleaningplantMonaghansaid.RecentlyMonaghanCorp.teamedwithcleaningguruDrycleanDaveforalineofdrycleaningproducts.Thecompanyalsooffersextensivein-plantservicetohelpclientswhodonthavethetimeorexpertisetohandleitthemselvesrightdowntoinstallationofpadsandcovers.IntodaysmarketplaceThatsunheard-ofMonaghansaid.Iliketoofferallservicesneededbydrycleaningandlaundryoperators.Weemployourowntechnicalpeopletodoservicework.Itfulfillsaneedandcustomerslikeit.Monaghaninfactisoneofthelastdistributorstoreallypartnerwithoperatorsonthesuccessoftheirbusinesseswitharoutesalesforcethatsontheroadeveryday.Mysalesforceshouldbeasourceofed-ucationaboutthesafetyandhandlingofequipmentandsolventsMonaghansaid.Werelikethenewspaper.Thereslesscontactwiththedrycleanerthanthereusedtobebutwhenweretherewehavetobeasourceofinformation.Themoretheyknowthelongertheywillstayaroundandthelongerwewillhaveacustomer.Monaghanislookingforwardtomoregrowthforthecompanyandindustry.Theindustryhasbeengoodtomeandvice-versahesaid.Welikewhatweredoingandweregoodatit.WemanufacturedistributeandtrytobeofservicebeyondjusthangersandplasticMonaghansaid.Employeesknowtheproductthecustomersandtheirneedsandwedonthavealotofturnover.Youdonthavetolookoveryourshoulderallthetimebecausethesamepeoplearetherefor20or30years.IanP.MurphyisafreelancewriterandeditorbasedinChicago.HeservedastheeditorofAmericanDrycleanermagazinefrom1999-2011.featureGenerousDonationsKeepDLISchoolontheCuttingEdgeWesvicSystemsdonatedaPieceCountertoDLIsSchoolofDrycleaningTechnology.InadditiontotheequipmentlistedinthepreviousissueSankosahdonatedaRotaryFormFinisherLeggerPressandMulti-GarmentFormfinisher.The2015CourseGuideisincludedinthecenterofthisissue.Morethan40scholarshipsareavailable.Call800-638-2627toregisterforany2015DLIcourse. FabricareNovemberDecember201418DLIsbooksareauditedeveryyearandthenumbersgivenheresummarizetheauditedfinancialstatementsforFiscalYearApril12013throughMarch312014.DLIFINANCIALREPORTPleasefeelfreetocallusifyouhaveanyquestions.Wellbegladtodiscussthemorreviewthemwithyou.Financialtransparencyisveryimportanttousandtothisendwewillopenourbookstoourmembercompanieswhenasked.YouarewelcometoinspecttheseatDLIheadquartersinMarylandandifyouwishtobringanauditororCPAwithyou.TimParrisDirectorofFinance DLISCHOOLOFDRYCLEANINGTECHNOLOGYCELEBRATING87YEARSCOURSEGUIDE2015 FIVE-DAYINTRODUCTIONTODRYCLEANINGCOURSEGearedtowardindividualsnewtotheindustryorwithlessthanoneyearofexperience.ThiscoursecoversDLIMembers7952ormorepeoplefromsameplant659eachOthers1149PremierClubMembersFREE10SealofApprovalpoints1TEN-DAYADVANCEDDRYCLEANINGCOURSEThistendayAdvancedDrycleaningCourseisforindividualswhohavecompletedtheIntroductionCourseorhavehands-onproductionexperienceandknowledgeofbasicstainremovalandfinishingtechniques.TheadvancedcoursecoversDLIMembers12492ormorepeoplefromsameplant1049eachOthers174920SealofApprovalpointsFIFTEEN-DAYGENERALDRYCLEANINGCOURSEThisfifteendaygeneralcourseismadeupoftheIntroductionandAdvancedCourses.TheseclassesalsocanbetakenindividuallybutDLIaffiliatessave449whentheyaretakentogether.DLIMembers15952ormorepeoplefromsameplant1295eachOthers249530SealofApprovalpointsTHREE-DAYSTAINREMOVALCOURSEThreedaysofinstructionandpracticalapplicationonstainremoval.Thiscourseteachestheprinciplesandchemistrybehindstainremovalhowtoidentifystainsbytypeandremovestainsproperly.ThecoursewillcoverDLIMembers4492ormorepeoplefromsameplant349eachOthers549PremierClubMembersFREE6SealofApprovalpointsAreyoureadytochangeyourlifeIcantimaginesomeoneinvestingsuchalargeamountofmoneyinanindustryandnotattend-ingDLIsSchool.AlanHargisACleanerTomorrowDrycleanerLaundryAngierNorthCarolina.Identifyingcottonsilkpolyesterandotherfabrics.Usingbleacheswithoutdamagingthefabriccolor.Pressingblousesdressestiespleatedgarmentssilksvelvetscorduroy.Wetcleaningwoolsilkandmore.Maintainingandchangingfilters.Troubleshootingproblemswiththedrycleaningmachine.Usingtensioningequipmenttoimprovefinishingquality.Currentregulationsfacingthedrycleaningindustry.Customerservicetechniquesfordrycleaners.Gettingcleanwhitelaundry.Cleaningandpreservingweddinggowns.UnderstandingthedifferencesbetweensolventsincludingpercGreenEarthhydrocarbon.Pressinglaunderedshirts.Designingadrycleaningplantwiththemosteffectiveworkflow.Sortingloadsfordrycleaning.Cleaningsilksatinandotherfabrics.Operatingadrycleaningmachine.Removingcoffeeinkgreaseandotherstainsfromclothing.Pressingpantscoatsskirts.Usingtensioningequipmenttoimprovefinishingquality.Removingcoffeeinkgreaseandotherstainsfromclothing.Identifyingcottonsilkpolyesterandotherfabrics.Usingbleacheswithoutdamagingthefabriccolor.Usingspecialtyproductssuchasdigestersamylacetateandace-toneinstainremoval.Removingspottingringsandwatermarks.Identifyingfibersandfabricconstruction.1EducationalopportunitiesarethefastestpathtotheSealofApprovalAwardofExcellenceforQualityGarmentCleaningCustomerService.Toqualifyadrycleaningfacilitymustachieveatotalof30pointsofwhich10areformandatorycriteria.CLASSDESCRIPTIONDLI REGISTERTODAY1-800-638-2627www.dlionline.orgEveryoneinthedrycleaningindustryshouldtaketheseclasses.AhmadOsmanzadaCleanSmartTheexperienceandin-formationwasamazingIfyouhaventbeenthereyetIwouldrecommendgoing.MariaEggersShortyCleanerLaundererDLIONTHEROADDLIwillofferseveralinstallmentsofitsIntroductiontoDrycleaningCourseinselectU.S.citiesaspartofourDLIOntheRoadprogram.Pleasecallfordetails.40000INSCHOLARSHIPSThefollowingscholarshipshavebeengenerouslyprovidedtotheSchoolofDrycleaningTechnology.ContactDLIsEducationDepartmentat1-800-638-2627Ext.1603formoreinformation.AdcoScholarshipCleanersSupplyScholarshipFitzgeraldWFIScholarshipLuckyAmatoreMemorialScholarshipMidAtlanticAssociationofCleanersScholarshipNIEScholarshipsOhioCleanersScholarshipR.R.StreetCo.ScholarshipsTomKimmelMemorialScholarshipWadeElamScholarshipWalterKrefetzScholarshipTheSchoolofDrycleaningTechnologymaintainsaccreditationthroughtheMarylandHigherEducationCommission.TheSchoolofDrycleaningTechnologyisapprovedbytheDepartmentofVeteransAffairsasaninstitutionofhigherlearnerprovidingnon-collegedegreetraining.2015TRAININGSCHEDULEWINTERSESSIONINTRODUCTIONTODRYCLEANINGFebruary23-27ADVANCEDDRYCLEANINGMarch2-13CLEANINGSTAINREMOVALMay4-8SUMMERSESSIONINTRODUCTIONTODRYCLEANINGJuly13-17ADVANCEDDRYCLEANINGJuly20-31STAINREMOVALSeptember16-18FALLSESSIONINTRODUCTIONTODRYCLEANINGOctober12-16ADVANCEDDRYCLEANINGOctober19-30SCHEDULEINFORMATIONDLI CLEANERSGIVEBACKfeatureExecutiveCleanersbasedinMilfordConnecticutrecentlybegandrycleaningthecostumesofstudentartistsintheYaleCabaretwhichispartoftheYaleschoolofdrama.Onaveragethecompanydrycleansanddelivers50costumeseachmonth.ShowschedulesareoftentightsobepreparedtocleananddeliveritemsonaveryshortnoticesaysClemYazdaniownerofExecutiveCleaners.Althoughthisdirectlyaffectsafewpeopleitstilltouchesmanyinthecommunitywhoattendtheirperformances.Promotingculturaleventsiscriticalduringaweakeconomy.DLICleanersCaresupportscleanerswhosupporttheircommunities.RegisterforfreeintheMembersOnlySectionofwww.DLIonline.org. ThisAprilsixstoresofZIPSDryCleanersinBaltimorepartneredwiththeUniversityofMarylandBaltimoreCountyforitsCareerWeekClothingDrive.Whiletheuniversitycollectedmorethan1000itemsofprofessionalclothingZIPSdrycleanedtheitemsthatwereofferedtoupcomingcollegegraduates.WhenvolunteeringyourservicespleasebeclearabouthowmanygarmentsyouwillprocesswhattheturnaroundtimeishowtheywouldlikethegarmentsreturnedtothemandiftheywillincludeyourcompanynamelogoontheirprintedradioandonlinemarketingmaterialsaysChrisAllsbrooksDirectorofStoreOperationsatZIPS.FROMLEFTTORIGHTAndyCurtismanageratCurtisCleanersinGrandRapidsMichiganandHerbRicevolunteerwithCoatsforKidsandVets.Forthepastfiveyearsthecompanyhascollecteddrycleanedanddonatedmorethan7000coatsforchildrenadultsandveteransinthelocalcommunity.ReachouttothelocalmediawhocanhelppromotethecoatdrivesaysCurtis.Alsosendemailblaststocustomersandpostnoticesonsocialmediawebsitestoencouragethemtodonatecoatsandotheritemslikeglovesandscarves.LastyearPeerlessCleanerscollectednearly400packagesofdiapersandbabywipesalongwithbabyclothesforroughly200localfamilies.ForthepastthreeyearsPeerlesspartneredwiththeAssociatedChurchesinFortWayneIndianatoprovidebabyitemstofamiliesinneed.ConsiderworkingwithlocalchurchorganizationsinyourcommunitysaysPamFieldsmarketingmanageratPeerlessCleaners.AlsousesocialmedialikeFacebookandyourwebsitetopromotethechar-ity.Peoplearemorelikelytoseeandhearaboutthecharitydrivethanifadvertisedinanewspaper.FabricareNovemberDecember201425 FabricareNovemberDecember201426ArrowLeathercareCelebratesaCenturyofGrowthJOSEPHGERSHONCAMETOAMERICAFROMPOLANDTHRUELLISISLAND.TheyoungmanopenedArrowsdoorsin1914justafewblocksfromwherethecompanyiscurrentlylo-catedandoperatedbyownerBruceGershonthethirdgenerationofhisfamilytohelmthebusiness.ThecompanyexperiencedgrowingpainsovertheyearsespeciallysinceBrucebeganworkingfulltimein1974.Atthattimethecompanyhadaboutsixemployees.Agreatdealhaschangedin40years.Wedidamajorremodeloftheoriginalbuildingin1978aftertheGreatPlazaFloodinSeptof1977Gershonsaid.In1979thefamilyboughtavacant7-Elevenbuildingacrossthestreetthatcouldbeusedforexpansionintothefurcleaningbusi-ness.InthefollowingyeartheGer-shonsaddeda2400-sq.-ft.vaultforstoringfurs.Anopportunitytoacquiretheirlargestlocalcompetitorintheleatherfurandspecialtycleaningbusinessandsetthebusinessonapathofcon-tinuedgrowtharrivedin1985.AspartoftheexpansionplanArrowaddedthetwobuildingsnextdoortothesouth.Allofasuddenwehadgreatvisibilityandparkingandourover-the-counterbusinessquadrupledGershonsaid.In2001ArrowpurchasedBlancPlumeFineFrenchLaundryandArrowsfirerestora-tiondivisionmovedintothefacility.Thecompanyimmediatelydoubleditsvolume.InArrows90thyeartheyadded6300squarefeettotheirgrowingleatherandfurde-partmentandtotallyrevampedthecompanysentireproductionflow.InOctober2010Gershonreceivedwordthatalocaldraperycleaningvendorwasreadytoretire.GershonanticipatedthiseventandafteranamicablenegotiationArrowexpandedagain.InMarch2011ArrowclosedonpropertyinKansasCityKansasandrenovatedthebuilding.TheybeganoperationsthatJune.Arrowsresourcesaredividedintotwobuildingstotalingover48000squarefeet.Thecompanynowhasapproximately80employeesbutthisnumbervariesbyseason.ArrowprovidesfinedrycleaningandshirtlaundryalterationsandreweavingleatherandfurcleaningstorageandrepairbridalgownpreservationFrenchlaundryofluxurybedandtablelinensdraperyblindcleaningfirewaterdamagerestorationdrycleaningnationwidemailordercleaningandotheruniqueandinterestingservices.Gershonadmitsallofthediversitycanmakethebusinessmorechallengingtoop-eratebutheisquicktopointoutthatthecompanysfocusremainssimple.TheemphasistodayinourbusinessisonqualityGershonsaid.IattributethattomydadwhoinstilledthequalitymantrainArrowfromdayone.GershonsaidTodayourmottosaysitallwitheverygarmenteverycustomerandeveryemployeeArrowCaresLefttorightBruceGershonStephanieGershonSusieGershonShatzJackieGershonandBobGershonFounderBobGershoninfrontofadeliverytruckwithbrotherMelGershonstandinginback. NominationsarenowbeingacceptedforDLIsMeritoriousServiceAwards.Toensureafairnominatingprocesspleasenominateanindividualororganizationinoneawardcategoryonly.Ifitlookslikesome-onewouldbeabetterfitinadifferentcategorytheawardsselectioncommitteewilltakethatundercon-sideration.Ifmakingnominationsformorethanonecategorypleasesubmitseparateformsforeachnominee.Ifyouhaveanyquestionsaboutcompletingthisformpleasecall800-638-2627.IndustryPositiveRecognitionAwardForanindividualwhohasdemonstratedoutstandingresultsinsecuringfavorablepublicityfortheindustry.Thisindividualcouldbesomeonewhoworkingexten-sivelywiththemediahashelpedthepublicunderstandtheindustry.PositiveRecognitionfortheIndustryInternationalCreatedin2003thishonoristheinternationalcounterparttothePositiveRecognitionfortheIndustryAwardlistedabove.Legislative-RegulatoryAwardThisawardrecognizesanindivid-ualwhohasactivelyworkedoncriticallegislativeorregulatoryissuesthatconcerntheindustry.TechnologyTrailblazerAwardThisawardhonorsanindividualorfirmthathasconductedinnovativeresearchonequipmentorsolventsthathasresultedinacurrentlyusableandcommerciallyproventechnology.AlliedTradesAwardThisawardrecognizesasupplierordistribu-torwhohasprovidedlong-termserviceofasubstantialnaturedemonstratedthroughunflaggingsupportofmembercleaners.GreenFieldsAwardThisawardrecognizesapersonororganiza-tionthathasmadealastingcontributionconcerninganenviron-mentally-relatedissueorinitiative.CommitmenttoProfessionalismAwardThisawardrecognizesanindividualwhohasthroughhisorhereffortsraisedtheprofessionalismofthecleaningindustry.NOMINATORSINFORMATIONName____________________________________________________________________________________________________________HomeAddress________________________________________________________________________________________________City______________________________________________State__________________________Zip_________________________HomePhone__________________________________________________________________________________________E-mailaddress________________________________________________________________________________________________CompanyName______________________________________________________________________________________________CompanyAddress___________________________________________________________________________________________City___________________________________________State__________________________Zip_________________________CompanyPhone_____________________________________________________________________________________YourSignature_______________________________________________________________________________________________MailtoMaryScalcoCEOAwardNominationsDLI14700SweitzerLaneLaurelMD20707NominationFormNYoumayalsonominateindividualsintheMembersOnlySectionofDLIonline.org.ominationsaredueFebruary6Besuretocompletelyfilloutyournameandcompanyinformationtoensureproperprocessing.FaxtoAttnMaryScalcoCEO240295-4200BRIEFREASONFORNOMINATIONSPECIFICSAREHELPFUL___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________DLIstopawardtheDiamondAchievementAwardisnotopenfornominationsratheritisgivenatthediscretionoftheAwardsSelectionCommittee.MeritoriousServiceAwardsProgramMERITORIOUSSERVICEAWARDSCATEGORIESNameofNomineeAward CALLNOWFORAQUICKUPGRADE800-638-2627MondayMorningMarketingnewsissentweeklyandHeadsUpforThisProblemGarmentissentmonthlytoallmembersintheSilverGoldandPremiercategories.ATONLY79MONTHSILVERISOURMOSTPOPULARCATEGORYTwofreeanalysesandreportsonanyitemsatDLIsLabeachyearFree247accesstotheDLIOnlineEncyclopediaofDrycleaningMondayMorningMarketingweeklymarketinge-newsMonthlyHeadsUpforthisProblemGarmentalertsFreeDLICertificationregistrationrenewalFreeDrycleaningPerformanceEvaluationtestswatchreportFreeLaundryPerformanceEvaluationtestswatchreportFreeSecretShopperTelephoneevaluationDiscountsonnearlyallotherDLIservicesPlentymoreDONTMISSANOTHERISSUEGOSILVER FabricareNovemberDecember201429ByDLIResearchDepartmentFlannelFlannelisausedtodescribeaplainortwillweavefabricthathasbeenbrushedtomakeanappedandfuzzysurfacetexture.Thefabricmaybetightlyorlooselywovenwithanapononeorbothsides.Thefabricispopularincasualshirtssleepweartheliningsofcoldweathergearandbedlinens.Thefabrichasasofthandthatiswarmandcomfortableincoldertemperatures.Flannelhasmanyvariations.Frenchflannelisaveryfinetwillweavethatisslightlynappedonlyontherightsideofthefab-ric.CottonflannelpossiblyreferredtoasCantonflannelisasturdycottonfabricnappedononlyoneside.Suedeflannelisnappedonbothsidesshearedandpressedtogivetheappear-anceofafeltedfabric.Viyellaisatradenamedflannelwithaslightnapmadefromwoolandcottoninatwillweavethatisguaranteednottoshrink.Flannalisusuallymadeofcottonorwoolbutmanmadefiberssuchasrayonmaybeusedaloneorinablendtomakethisfabric.Manyifnotmostflannelitemsaremadeforhomecare.Howeverthefabriccareprofessionalcanmostcertainlyreturnanitemofthistypetoaconditionthatwillbedifficulttoachievewithhomelaunderingandironingequipment.Anditismucheasiertocleanbulkyitemssuchassleepingbagsorcomfortersinlargecommercialequipment.AttheCounterIfthenapiswornawaythefabricwillbethinnerorsmootherandprinteddesignsmayappearfaded.Checkforlossofnapinareasexposedtoabrasionduringwearoruse.Payparticularattentiontofoldsandedgesofcollarscuffshemspocketstheseatofpantsandbetweenthelegs.Flannelnappedfibersonthefabricsurfacefrequentlyclumptogethertoformballsorpills.Theappearanceisnotprettyandthefabricwillfeelrough.Lookforshinyareasduetoflatteningofthenapinwearareassuchastheelbowskneesandtheseatofpants.Informthecustomerofanydamageyoufindandnotethedamageonthereceipt.GeneralCareDonotcleanflannelitemsinanoverloadedmachinesincethiswillincreaseabrasiononthefibersduringagitationindrycleaningorwashing.StainRemovalUseminimaltampingwiththespottingbrushsothatthenapwillremainsmooth.Acoveredspottingbrushmaybehelpfultouseonflannel.Usethespottingbrushbytampingperpendicularstraightupanddowntothefabric.Donotrubbackandforthonthefabricsincethismaycausepillingorlossofthesurfacenapfibers.Ifawaterbasedstainremovalagentisusedonitemsthatwillbedrycleanedallowflannelfabrictodrycompletelybeforedrycleaninginanysystem.Woolflannelandbulkyitemswilltakelongertodrybutitisnecessarytoallowdryngtimetominimizethepotentialforlocalcolorlosses.bulletinFABRICSFASHIONSnO.560 FabricareNovemberDecember201430nO.560DrycleaningCleanonashortcycle.Minimizeabrasiontopreventpillingofthesurfacenap.DrycleaningCyclesPercHydrocarbonSiloxaneGreenEarthCleaningCycle3-5mins5mins10minsExtraction112-4-6mins4-6mins2minsDrying120F50C140-148FTemperature60-64CNoteIfusingasolventthatisnotshowninthechartfollowmanufacturerrecommendationsforcleaningdelicatefabrics.Water-BasedCleaningMethodsIfhomewashinginstructionsarerecommendedfollowlabelinstructions.Minimizeabrasionthatcouldcontributetopillingthesurfacenapontheflannelbyselectingadelicateorgentlecycle.Professionalwetcleaningequipmentmaybeusedtowashmanytypesofflannelgarmentsandhouseholdgoodsespeciallyifanitemhasdrycleaninginstructions.Testforcolorfastnesswiththeselectedwashformula.Garmentsareusuallyclassifiedforwetcleaningbyfibercontentcolorandweight.Usedetergentthatisappropriateforthefiberandcolor.SuggestedWetcleaningProceduresforFragileFabricsWatertemperature80-85F27-30CMainWash5-10minuteswithverygentleagitationRinse2-4minuteswithverygentleagitationExtraction3minuteshighspeedDryingLayflatordryonlowtemperature120F50CtoprogrammedmoistureretentionHandwashingUseenoughwatertocompletelyimmersethegarment.Rinsethoroughlyafterwashingtoremovealldetergentresidue.Squeezegentlytoremovemoisturebutdonottwistorwring.Layflatorhangtodry.FinishingUtilityPressDarkcolorsarebestfinishedwithoutheadpressuresinceseamimpressionsaremorenoticeableonthem.Usebottomsteamandapplyanyneededpressurewithafoamhandpadorbrush.Alightheadpressuremaybeusedonlightcolorsaslongasseamimpressionsareavoidedandthenapisnotflattened.Vacuumafterreleasingthehead.Steamairfinishersandtensioningequipmentmaybeusedtofinishmanyflannelgarments.Handironingmaybeneededtotouchupdetailsontheitem.bulletinDLICERTIFICATIONTESTINGNOWONLINENowyoucanachieveorrenewyourDLICertificationinthecomfortofyourownhome.Certificationexamsareadministeredonlineduringanestablishedone-weektestingperiod.Duringthisperiodanexammaybetakenatanyconvenienttime24hoursaday.Youandyourstaffmayscheduleoneormultipleexamswithintheone-weektestingperiod.GetmoreinfoandregisteratDLIonline.orgCertification 31FabricareNovemberDecember2014nO.516bulletinByDLIResearchDepartmentCleaningImitationFurPileFabricMethodFABRICSFASHIONSFurfibersshouldremainlongandsoft.Hightemperaturescurlandhardenfur.Everyseasonpeoplegettheirwintercoatsoutofstorageandtakethemtothedrycleaner.Amongthesecoatsyouwilloftenfindonescompletelyorpartiallyconstructedofman-madefurs.Theyarecommonlymarkedwithmysteriousdi-rectionstocleanbythePileFabricMethodandcleanersdontknowwhethertheyshouldtrycleaningitorturnitaway.Fearnot.Thismysteriousmethodismucheasierthanmostcleanersthink.ToprocessbythePileFabricMethodCleantheitemaloneorinasmallloadanduseahighsol-ventlevelifpossible.Ahighsolventlevelgivesagentlercleaningbyreducingthemechanicalactioninthewheel.Cleaninashortcycle35minutes.Tumbledrytheitematalowtemperature120Fandhangimmediatelyaftertheloadhasfinished.Brushthefurwithacardingbrushifnecessary.Donotattempttosteamfinishtheseitems.Thisincludespuffironshandironsandsteamairfinishers.Syntheticfursaresensitivetoheatandwillbedamagedbyhightemperatures.Iftheliningneedstobefinisheduntackitfromtheouterfabricatthebottom.Placeonlytheliningoverthepress.Useafinewatersprayanddrywiththeiron.Donotallowsteamortheirontotouchthefurfibers. 32FabricareNovemberDecember2014nO.522SPbulletinLasfibrasdelapieldebenquedarlargasysuaves.Lastemperaturasaltasdejaranlasfibrasdepielrizadasyduras.ByDLIResearchDepartmentLimpiezadeImitacindePielMtododeTelaconPeloEncadatemporadalagentesacalasprendasguardadasdeinviernoylasllevanallavanderoparasulimpieza.EntreestasprendasUd.puedeencontraramenudopiezasconstruidascompletamenteoparcialmenteconpielessintticas.ComnmenteestaspielesvienenmarcadasconmisteriosasdireccionesdelimpiezaporelMtodoparaTelasconPeloyloslimpiadoresnoestnsegurossideberantratardelimpiarlasorehusarelservicio.Notengatemor.EstemtodomisteriosoesmuchomsfcildeloqueUd.piensa.ParaprocesarmedianteelMtodoparaTelasconPeloLimpielapiezasolaoenungrupopequeoyutiliceunnivelaltodesolventesiesposible.Unnivelaltodesol-venteproporcionaraunlimpiadosuaveylentoalreducirlaaccinmecnicadelarueda.Limpieenunciclocorto35minutosSequelapiezaenTumbledryabajatemperatura120Fyculguelainmediatamentedespusqueelcicloesteterminado.Cepillelapielconuncepillodecardosiesnecesario.Nointenteaplicarvaporparaplancharestaspiezas.Estarecomendacinincluyelasplanchasdevaporplanchasdemanoylosacabadoresdevapor.Laspielessintticassonmuysensitivasalcaloryserndaadascontemperaturasmuycalientes.Sielforronecesitaserplanchadoseprelodelapielporlacosturainferior.Coloquesoloelforrosobrelapresa.Useunleveriegodeaguaysequeconlaplancha.Nopermitaqueelvaporolaplanchatoquenlasfibrasdelapiel.FABRICSFASHIONS 33nO.447bulletinRoughAreasonSuedeWhatIsTheProblemSuededleathercansometimesreveallocalareaswithaharshsurfacetextureandroughappearanceafterprofessionalleathercleaning.WhatDoesItLookLikeThisroughnappyappearanceismorelikelytooccuroncowhideorpigskinbutcanalsoshowuponotheranimalskins.Thesuedehaslostitsuniformsmootherfeelandnowshowslocalareasofaverylint-likeandpilledsurfacefinish.Thisshaggyappearanceusuallyshowsuponlyoncertainareasorpanelsofagarmentoroutfitandissometimesre-ferredtobytheslangtermhairysuede.WhatCausedItTheskinsusedtoconstructsuedegarmentsaretakenfromvariousportionsoftheanimalaswellasdifferentanimals.Theconditionoftheanimalandtheareafromwhichtheskinsaretakenwillultimatelydeterminetheeventualtexture.Inmanycasestheskinstakenfromtheaxillae-underlegandadjoiningbellyportionsoftheanimalareweakermuchlesscompactandhavealongerlooserfibril.Theselesscompactskinshaveatendencytoabrademorerapidlythanthickermorecompactskinpiecesthatmaybefoundonthebackorbuttareaoftheanimal.Theleathertannerwilltrytomasktheseimperfectionsbyspecialprocessesbutthisskinfinish-ingisnotalwayspermanent.Thereforewithageandusesomeoftheselesscompactskinscanbegintopillandshowarougherappearance.Theagitationofalaterleathercleaningprocessjustaggravatesthisconditionmakingthetexturechangemorenoticeable.CanItBePreventedTheselooserlongerfibrilskinpiecesshouldneverbeusedonsectionsofanewgarmentthatshoworreceivestressandabra-sioninnormaluse.Thelaterappearanceoftheseroughplacescanonlybepreventedbybetterselectionofskinsusedintheoriginalconstructionofthegarment.WhoIsResponsibleTheleathercleanerdoesnotandcannotoriginatethisdam-agenorcanhepredictitorpreventitfromoccurringduringprofessionalcleaning.Onnewergarmentsthatarenotwellintoorpasttheirlifeexpectancythemanufacturermustbeheldresponsibleforsuchearlyadversetexturechangesduetoqualitycontroldeficienciesatthetannery.IsThereARemedyProfessionalleatherrefinisherscansometimesre-maskthesedefectsbyextensiveprocessesbuttheseproceduresmaychangetheoveralltextureandcolorandthusthereisnotal-waysanacceptableremedy.ByJimKirbyDLITextileAnalystTABSTEXTILEANALYSISBULLETINSERVICECertainareasofthisjacketnowshowamorepronouncedroughsurfacetextureappearingnappyafteruseandprofessionalleathercleaning.FabricareNovemberDecember2014 nO.44734FabricareNovemberDecember2014bulletinbulletinAreasAsperasenGamuzaCulEsElProblemaEnocasioneslapieldegamuzapuederevelarreaslocalesconunatexturadesuperficiesperayunaaparienciairreg-ularluegodeunlavadodepielprofesional.ComoSeVeEstaaparienciadepaalsperaesmsprobablequeocurraencuerodevacaopieldecerdoperotambinpuedeaparecerenpielesdeotrosanimales.Lagamuzahaperdidolasen-sacindesuavidaduniformeyahoramuestrareaslocalesdeaparienciadepelusayunacabadodesuperficieamontonada.Laapariencialanosausualmentesemuestranicamenteenciertasreasopanelesdeunatelaoprendayesmencionadoavecesconeltrminodejergagamuzapeluda.QuLoCausLaspielesusadasparaconstruirlasprendasdegamuzasonsacadasdevariasporcionesdelanimalascomodeotrosan-imales.Lacondicindelanimalyelreadedondeprovienelapielvaadeterminarenltimainstancialaeventualtextura.Enmuchoscasoslaspielessacadasdelreaaxilar-bajolapatayporcionesadjuntasdelvientredelanimalsonmsdbilesmuchomenoscompactasytienenfibrasmaslargasyflojas.Estaspielesmenoscompactastienenunatendenciaarasgarsemsrpidamentequelaspiezasdepielmasgruesasycom-pactasquesepuedenencontrarenellomooelreadeltraserodelanimal.Elcurtidordecuerovaatratardeenmas-cararestasimperfeccionesmedianteprocesosespecialesperoelacabadodeestaspielesnoespermanentesiempre.Porlotantoconeltirmpoyelusoalgunasdeestaspielesmenoscompactaspuedencomenzaraamontonarseymostrarunaaparienciamsspera.Laagitacindeunlavadodecueroposteriorsolamenteagravaestacondicinhaciendoelcam-biodetexturamsnotable.SePuedePrevenirEstaspiezasdecuerodefibrasmaslargasysueltasnuncade-bieronserusadasenseccionesdeunaprendanuevaquemues-traorecibeestrsyabrasinenusonormal.Laaparienciaposteriordeestaspartessperasslopuedenserprevenidasconunamejorseleccindepielesutilizadasenlaconstruccinorig-inaldelaprenda.QuinEsResponsableEllimpiadordepielesnooriginanipuedeoriginarestedaotampocopuedepredeciroprevenirqueocurradurantelavadoprofesional.Enprendasmasnuevasquenoestnbienen-tradasopasadasdesuexpectativadevidaelfabricantedebeserconsideradoresponsableportalescambiosadversosdetexturasdebidoadeficienciasdecontroldecalidadenelcur-tido.ExisteA-lgnRemedioLosprofesionalesdere-acabadosdepielespuedenenmascararnuevamentestosdefectosmedianteprocesosextensosperoestosprocedimientospuedencambiarlatexturageneralyelcoloryporlotantonosiemprehayunremedioaceptable.ByJimKirbyDLITextileAnalystTABSTEXTILEANALYSISBULLETINSERVICECiertasreasdeestachaquetaahoramuestranunatexturadesuperfi-ciesperamspronunciadaconaparienciadepaalluegodelusoylavadodepielprofesional. 35FabricareNovemberDecember2014nO.448bulletinLeatherTrimColorDamageWhatIsTheProblemWhencleaninggarmentswithattachedleathertrimfadingofthetrimanddyetransferintonearbyfabriccanoccur.WhatDoesItLookLikeDuringanacceptableprofessionalcleaningprocedurethetrimmayobjectionablyfadeshrinkandorlosesuppleness.Furthermorewhenthedarkercontrastingleatherdyeisdisturbedduringcleaningthecolorcantransfertootherareasofthefabriccausingself-staining.WhatCausedItSometimesleathertrimmedgarmentsarelabeledasdryclean-ablewhileinotherinstanceswetcleaningmaybethesuggestedmethodofcare.Thisdyefadingandtransfertootherareasofthegarmentiscausedbythelackofcolorfast-nessoftheleathertrimtothesuggestedcleaningprocedure.Theentiregarmentandallofitscomponentsmustbedurabletotheacceptedprofessionalmethodofcaretopreventcolorlosstothetrimandtrimdyemigrationtootherareas.CanItBePreventedThecleanercannotpreventsuchtrimdyedamagefromoccurringduringprofessionalcleaning.Suchleathertrimdyedisturbancecanonlybepreventedbymoredurablemethodsofcoloringtheoriginalleatherpiecesduringmanufacture.WhoIsResponsibleAllprofessionalcareprocessesaretotalimmersionprocedureswhichsubjecttheentiregarmenttothesametreatment.Thereforeallcomponentpartsattachedtoagarmentmustbeabletowithstandthecareinstructiononthelabelwithoutdamage.Themanufacturermustbeheldresponsibleforanytrimsattachedtoagarmentthatfailinproperprofessionalcleaningprocedures..IsThereARemedyUnfortunatelywhenthedyefromleathertrimfadesandortransfersontonearbyfabricincleaningthereisnopracticalsafeandsatisfactorymethodofrestoration.ByJimKirbyDLITextileAnalystTABSTEXTILEANALYSISBULLETINSERVICETheblackleathertrimonthisblousebledincleaningandwickedoutintonearbyfabric. nO.44836FabricareNovemberDecember2014bulletinDaoAlColorDeAdornosDeCueroCulEsElProblemaCuandoselimpianprendasconadornosdecueroaadidospuedeocurrirdesteidodeladornoytransferenciadeltintealatelaadjunta.ComoSeVeDuranteunprocedimientodelavadoprofesionalaceptableeladornopuededesteirseobjetablemeencogerseyoperderflexibilidad.Ademscuandoelcontrastantemsobscurotintedelcuerosetrastornaduranteellavadoelcolorsepuedetransferiraotrasreasdelaprendacausandoauto-manchado.QuLoCausAlgunasvecesprendasconadornosdecuerosonetiquetadoscomolavablesensecomientrasenotrasinstanciasellavadoenhmedopuedeserelmtododecuidadosugerido.Estedesteidoytransferenciaaotrasreasdelaprendaescausadoporlafaltaderesistenciaaldesteidodeladornodecueroalprocedimientodelavadosugerido.Lapiezacompletaytodossuscomponentesdebenserresistentesalmtododecuidadoprofesionalaceptadoparaprevenirprdidadecolordeladornoytransferenciadeltintedeladornoaotrasreas.SePuedePrevenirEllimpiadornopuedeprevenirquetalesdaosdeltinteocur-randuranteellavadoprofesional.Talestrastornosdeltintedeadornosdecueropuedensernicamenteprevenidospormto-dosmsduraderosdecolorearlaspiezasdecuerooriginalesdu-rantelafabricacin.QuienEsResponsableTodoslosprocesosdecuidadoprofesionalessondetotalin-mersinloscualessometenalaprendacompletaalmismotratamiento.Porlotantotodosloscomponentesunidosalaprendadebendepodersoportarlasinstrucinstruccionesdecuidadoenlaetiquetasindaarse.Elfabricantedebesercon-sideradoresponsableporcualquieradornoquefallaenpro-cedimientoprofesionaldelavadoapropiado.HayAlgnRemedioDesafortunadamentecuandoeltintedeunadornodecuerosedestieyosetransfierealatelaadjuntaduranteellavadonoexisteunmtodoseguroysatisfactorioderestauracin.ByJimKirbyDLITextileAnalystTABSTEXTILEANALYSISBULLETINSERVICEEladornodecueroenestablusasesangrduranteellavadoysecor-rihacialatelaadjunta. 37FabricareNovemberDecember2014NOTinVogueTHEREMAYBESOMEDIFFICULTYPROCESSINGTHEGARMENTSFEATUREDHERE.Membershaveindicatedthatthedamageoc-curredeventhoughthesegarmentswerecleanedaccordingtothecarelabelsinstructions.ThegarmentsshownareamongthecurrenttoprepeatersreceivedinDLIsInternationalTextileAnalysisLabandareselectedonthebasisoftheseasonalityandtimelinessoftheproblem.DLIhascontactedthesemanufacturerstoworkwiththemonresolvingtheseproblems.Thebot-tomportionofthisbulletindetailsthestatusofthiswork.Asthesegarmentsarecurrentlyonthemarkethoweverandsincewehaveseenrepeatedexamplesofdamageyoumaywanttodiscussthesepotentialproblemswithyourcustomers.ManufacturerJessicaMcClintockRN49422ManufacturerContactInformationJessicaMcClintockInc.Manufacturing140016thSt.SanFranciscoCA94103Ph.800711-8718Fax415553-8313www.jessicamcclintock.comDescriptionAgoldfinishpoufstylepartydressmadeoutofpolyesternylonspandex.CareInstructionsThecarelabelstatesprofessionaldrycleanshortcycle-lowheat-useanycommonorganicsolvent-removepromptly-cooliron.ProblemDuringdrycleaningthegoldpigmentfinishdissolvedresultinginextensivelossofthegoldsurfacefinish.Testingonsimilarfashionsrevealsthatduringdrycleaningeveninashortcycleusinganydrycleaningsolutionthefinishbeginstocomeoffthusriskingachangeoforiginalappearanceinanyprofessionaldrycleaningmethod.ResponseWehavehadmanyconversationswithrepresentativesofJessicaMcClintockaboutdifferentdrycleaningfailureswiththeirspecialoccasionandeveningwear.Theysaytheyareconstantlyworkingontheircareinstructionstobemorespecificforeachstyletopreventsuchproblems.Latelysomeoftheirlabelssuggestwetcleaninginsteadofdrycleaninginanefforttopreventdyefinishandtrimdamage.Theystillsaytheywillstandbehindanymanufacturerdefectsandjustreturnthegarmentsbacktotheplaceofpurchase.ByJimKirbyDLITextileAnalystnO.108bulletinLEFTDuringdrycleaningaslabeledthegoldfinishwasflushedawaynowrevealingjustthegraybasefabric.BELOWBeforethegoldfinishwaslostthedresscolormorecloselyresembledthecoloroftheliningfabric. 38FabricareNovemberDecember2014puzzleACR0SS3.Graphicalwebadvertisingunitusuallyshortandwide.7.Anewsitemorstoryconveyinginformationaboutacompanyproductserviceorideainthemedia.8.Somethingthatmotivatessomeonetodosomething.9.Systematicplanningimplementationandcontrolofamixofbusinessactivitiesintendedtobringbuyersandsellerstogether.10.Implicitorexplicitmarketingsuggestiondefiningwhattheprospectshoulddo.DOWN1.Anonlineadvertisementwhoserateisdeterminedbythenumberofuserswhoaccessit.2.Paidpublicannouncementofapersuasivemessagebyanidentifiedsponsor.4.Consumerswhohaveseenorheardamediavehiclewhetherornottheypaidattentiontoit.5.Advertisingthatoccurswhenpeopleshareinformationaboutproductsorpromotionswithfriends.6.Marketingcommunicationsdeliveredtoprospectivepurchaserviapostalserviceorprivatedelivery.563478910marketingLastIssuesAnswersUMBRELLABAILEEWORKERSCOMPENSATIONEMPLOYEEDISHONESTYDEBRISEMOVALRPLACEMNTCOSTWRKINPRCESSQUIMENTBRAKDOWNCTULLOSSUSTANEDACUALCASVALUE21