I started in the profession in 1979 as a “teinturier” (dry cleaner) in a “pressing” or a “teinturerie” (dry cleaning shop). These names convey a dilapidated image that does not highlight our activity. The profession suffers from this bad image and entrepreneurs face the difficulty of hiring qualified and motivated staff.Pascal Berardozzi
"Quand je serai grand, je serai teinturier" (When I grow up I want to be a dry cleaner)
What ways for improving?
"Pressing" (dry cleaning) analysis & etymology
Dates back to 1930.
Comes from the English language and sounds modern (in 1939) and allows to "do like the Americans".
Linked to the “pressing” action related to ironing. As in “pressing iron”.
So the word “pressing” is etymologically and psychologically linked to ironing only. Who really likes ironing and would make it for a living?
With this analysis, we can see that the “pressing” is linked to ironing more than cleaning and caring for clothes.
"Teinturier" (dyer) analysis & etymology
Dates back to 11th century.
Word with a more “professional” connotation but without any direct link with cleaning.
Linked to textile dying.
The association between “teinturier” and textile care dates back to 1853.
Today, the inconvenience is that a "teinturier" working in a "pressing" is a notion that may be perceived as obsolete, and is not necessarily adapted to our society lifestyles.
Towards a collective reflection and rallying?
Only some ideas...
We could start a “contest” on the subject on the social networks for example, in the form of a collective reflection to gather ideas and create a consensus about the profession future?
- wise communication to a precise target by email or text message (notifications for orders ready for example)
- the durability of our shops in relation with the profession: clean environment
Without forgetting the keys to everything: smile, kindness and joie de vivre...