Singapore girl
Singapore Girl is the name of the flight attendants at Singapore Airlines .
marketing
The Singapore Girl terminology has existed since 1972, when Pierre Balmain , a French haute couture designer, was commissioned to design the uniforms for the airline's employees. Since then, photos of the flight attendants have appeared as advertising in almost all forms all over the world. The iconic appearance and branding of the Singapore Girls was created in 1972 when Singapore Airlines took over the successor to Malaysia-Singapore Airlines (MSA), the joint airline of Malaysia and Singapore, which began to build an international network.
Personnel selection
Singapore Airlines previously only employed Singaporeans and Malay women, but since 1995 Chinese, Indian, Indonesian, Japanese, Korean and Taiwanese have been hired as part of the global expansion in order to break down the language barriers between flight personnel and travelers.
Uniform
The Singapore Girls have been wearing the sarong kebaya since 1972 instead of a uniform , which has become a landmark in Singapore Airlines' marketing. An earlier version of the sarong kebaya had been worn by MSA stewardesses since 1968.
The Sarong Kebaya is available in four colors, which indicate the rank of the Singapore Girls:
- Blue - "Flight Stewardess"
- Green - "Leading Stewardess"
- Red - "Chief Stewardess"
- Burgundy red - "In-Flight Supervisor"
In April 2001, the sandals designed by Pierre Balmain were replaced by safety shoes after flight attendants on the crashed Singapore Airlines flight 006 complained about sandals being lost in the crash.
criticism
The Singapore Girls' marketing concept is often described as sexist and the terminology in particular has been criticized as it is associated with the stereotype of Asian women as childish and submissive. But the marketing concept is still retained:
- The Singapore Girl icon of the SIA to remove would be like Mickey Mouse in Disneyland banish ( "To remove the Singapore Girl icon from SIA is like removing Mickey Mouse from Disneyland."). The Straits Times , Singapore.
Individual evidence
- ↑ Antonia Baum: Singapore Girls: Kebaya and Love. FAZ. Published November 1, 2014. Retrieved May 9, 2017.
- ↑ Sönke Krüger: “Singapore Girls” - drilled into elite stewardesses with 26 photos. The world. Published November 27, 2012. Retrieved May 9, 2017.
- ↑ The Singapore Girl - You should never ask a lady her age. But she's an exception. Singapore Airlines. Retrieved May 9, 2017.
- ↑ SIA Awards & Achievements . Retrieved June 20, 2015.
- ↑ Singapore Airlines - An Excellent Asian Brand ( Memento of the original from December 25, 2006 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. , VentureRepublic. Retrieved December 24, 2006.
- ^ Gail Dines and Jean McMahon Humez: Gender, Race, and Class in Media: A Text-Reader . Sage, 2003, ISBN 0-7619-2261-X .
- ↑ Chris Ryan and Colin Michael Hall: Sex Tourism: Marginal People and Liminalities . Routledge, 2001, ISBN 0-415-19509-8 , p. 142.
- ^ Joanna Walters: Singapore bets on Branson , The Guardian . August 19, 2001. Retrieved October 20, 2008. "City wags do call the airline Sex In the Air as a dubious tribute to the elegant stewardesses"
- ↑ Gamar Abdul Aziz: SIA says Singapore Girl icon will remain, no change to uniform , Channel NewsAsia . March 9, 2007. Retrieved December 28, 2007. "In a statement, SIA said its advertisements might change but not the look of its crew, nor the level of high service it provides"
- ^ Archana Venkat: The 'Singapore girl' may get an Indian face , The Hindu Business Line. May 8, 2007. Archived from the original on May 8, 2007. Retrieved December 28, 2007. “Brand will have a fresh, modern look without compromising the icon; “The Singapore Girl will remain. She is not a creature of advertising, "assured Mr Stephen Forshaw, Vice-President (Public Affairs), Singapore Airlines"
