How we present ourselves, particularly those in uniform, should capture the essence of the Brand. So, I was a bit alarmed when I came across this tidbit - 'Chinese carrier to dress its flight attendants as maids and butlers'

LRA Worldwide;
How we present ourselves, particularly those in uniform, should capture the essence of the Brand.  So, I was a bit alarmed when I came across this tidbit -  “Chinese carrier to dress its flight attendants as maids and butlers”  - in one of my many content sources.  Well, yeah, maids and butlers represent a certain type/ level of service, which is of course the main distinction and differentiation in a public facing business.  But, then, airlines and servants?  Well, we have those concierge floors in our hotels and even some offering butlers.  Is this so outrageous?

This concept was really a marketing plan by the Chinese carrier, Spring Airlines, as part of a series of themed flights.  What fun, next in the series is cowboys and Indians, followed by saints and sinners.  We may never know, as this plan was lambasted by the public.  The voices so loud in social media deplored the perception and lack of respect for flight attendants, as well as wondering why not emphasize safety, prompt arrival time, ticket pricing and the like, instead.  Personally, I think the idea has some merit and is fun. 

The best laid plans do often go awry.  The Spring Airline uniform concept for maids and butlers ended up being slightly risqué, I guess a little more in line with Hooters and the Chippendales, rather than buttoned olde England and former outpost, Hong Kong.  What a shame, but we all know sex sells, even just the hint!

A uniform really does speak to a company and its Brand.  We do not expect a tuxedo if you change my oil, just like we would be appalled to check-in with a Desk Clerk named “Bubba”, wearing a stained jumpsuit.  A uniform spells continuity, even more potent with today’s choices in clothing and presentation, for those not required to wear a uniform.  We can be stylish or pedestrian; a designer’s “touch” is mostly memorable. And, please, make sure they fit – your employee does have some pride.  Lastly, uniforms are expensive, whether it be outright purchase or maintenance/cleaning.

Mostly, we can understand the thinking of that airline – a marketing plan to attract more passengers, something frivolous (and frilly) and, certainly, something different, while still displaying a sense of style and service.  Thinking outside the box, incubating innovation.  Spring had to fall back.  Hopefully, they will rebound with further travel excitement.

 

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