The economic turmoil has produced some unexpected bedfellows, and the newest of these partnerships is between freshly scented laundry detergent and a well-known retail brand. Procter & Gamble has partnered with Ann Taylor Loft to launch its Tide Total Care and Downy Total Care detergents. Upon purchase of machine washable clothes, the stores will dispense samples and coupons for the detergents, which claim to help clothes looking new for up to 30 washes.
Proctor & Gamble is confident its two detergents will help cut down on dry cleaning costs, which can become pricey over the course of one year. Kash Shaikh of Proctor & Gamble explained, “Women spend $1,500 a year on dry cleaning, and 65 percent of those clothes are actually machine washable.” A partnership between a consumer packaged goods company and a fashion retailer is atypical, but these are not typical times. Robert Luzzi, Chief marketing officer for Ann Taylor states, “The economy is fairly tough right now, and we want to deliver value for our clients."
How much do you usually spend on dry cleaning?