The Garment Care Brand

The promoter of Garment Care, a new dry-cleaning business had noted a problem to which she decided to float a solution; she noticed that Nigerians took their expensive garments for dry-cleaning in London and New York, for fear that their clothes would be damaged by the existing outfits operating in the country.

However, she was faced with the following challenges:

How do you package and market a high end dry-cleaning company that would allay people’s fears? How do you persuade Nigerians that there is a local alternative to dry-cleaning abroad? And how do you convince them to pay a premium?

Alder came up with a simple solution. We would give Garment Care a personality of its own - a caring & warm yet classy & high profile personality.

We developed an advertising campaign with a prevailing objective: position Garment Care as a status symbol. For the advertising campaign, the use of abstract imagery was employed to convey a high class concept. Humour was also employed - Mr. Pearce, the British technical adviser was said to have been born inside a tumble dryer! A graphic design standard was put in place for the organisation's marketing materials and workshops were held for the staff of the corporation, all of whom had never worked in a dry-cleaning outfit. We needed to attune them to the fact that Garment Care was ‘beyond dry-cleaning'. These, along with strategic consultations, ensured that the organization achieved world class status.

The adverts had a profound and lasting impact on the market. The effect was such that after the first set of advertisements, Garment Care never needed to advertise for the next 4 years, drastically reducing the marketing budget. Elements of the first advertisement series are still being used, years after, due to the enormous appeal it had within the market. And the result? Garment Care came back a few years later and asked us to think of a way to reduce the workload and boost profitability. The company has also opened another dry-cleaning factory.


About Garment Care
Garment Care is Nigeria’s Premier Dry Cleaners, and the only 5 star Guild of Cleaners qualified establishment in the country. Introduced in 1999, this first European style unit is a tribute to exclusive dry cleaning and laundry service.