Singapore Girl

Singapore Girl is a consistent visual advertising slogan applied to depictions of stewardesses [cite web
url = http://www.a380.singaporeair.com/news_pr_20060905.html
title = Press Release: Singapore Airlines A380 Lands...
accessdate = 2007-11-21
work = First to Fly A380
date = 2006-09-05
quote = Ms Jasmine Lum Wei Ming, Singapore Airlines, Stewardess] [cite web
url = http://www.singaporeair.com/saa/en_UK/content/company_info/careers/cabin_crew.jsp
title = Cabin Crew Appointments
accessdate = 2007-11-21
work = Singapore Airlines (UK Content) Job Adverts
date = 2007-11-05
quote = If you are warm, hospitable with a winning approach to customer service, we welcome you to join our elite team of Singaporean/ Malaysian Flight Stewardesses/ Stewards. (Residing in Singapore) Click here for more details. Flight Stewardesses (Singapore Permanent Residents) Click here for more details Indonesian Flight Stewardesses. Click here for more details. Malaysian Flight Stewardesses/ Stewards. Click here for more details.Indian Flight Stewardesses. Click here for more details. Chinese Flight Stewardesses. Click here for more detailsHong Kong Flight Stewardesses/ Stewards. Click here for more details] [cite web
url = http://www.uniformfreak.com/1singaporeairlines.html
title = Current Uniforms - Cabin Crew
accessdate = 2007-11-21
year = 2007] cite web
url = http://www.smh.com.au/news/news/singapore-girl-alive-and-well/2007/09/05/1188783369359.html
title = Epitome of the modern woman keeps starring role
accessdate = 2007-11-21
last = Lee
first = Julian
date = 2007-09-06
work =
publisher = The Sydney Morning Herald
quote = Singapore Airlines stewardesses dressed in sarong kebaya uniform pose at Changi International Airport in Singapore. Singapore Airlines have said the iconic Singapore Girl, a symbol of the carrier's renowned in-flight service standards, will remain. Dale Woodhouse, Singapore Airlines' manager of passenger marketing, said that she would still be "front and centre of the campaign", which began last week in the lead-up to the inaugural flight on October 26.

"As usual she will be a central part of the branding and the image of Singapore Airlines," Mr Woodhouse confirmed after reports earlier this year had her permanently grounded for being too old fashioned and sexist.

When asked if she had been updated, Mr Woodhouse replied: "What's there to update? She's eternal, she's the epitome of the modern image [of a woman] and the traditional style of Singapore Airlines. Why would you want to get rid of that?"] of Singapore Airlines (SIA) dressed in the distinctive "Sarong" "Kebaya" SIA uniform since 1972 and remains a prominent element of SIA's marketing. [ [http://www.singaporeair.com/saa/en_UK/content/company_info/index.jsp Singapore Airlines Company Information] , retrieved on December 24, 2006.]

Singapore Airlines' hospitality and cabin service has been recognised with awards from magazines, travel and tourism industries, including being awarded 'World's Best Cabin Crew Service' by the Business Traveller Asia-Pacific Awards for 17 consecutive years and the long running campaign emphasises these service aspects. [ [http://www.singaporeair.com/saa/en_UK/content/company_info/news/achievements.jsp SIA Awards & Achievements] , retrieved on December 24, 2006.]

Origin

The iconic images and branding of the Singapore Girl was first established in 1968 during the era of Singapore Airlines' predecessor, Malaysia-Singapore Airlines (MSA), when the airlines of Malaysia and Singapore were still joined together in developing and expanding an intercontinental network. The "Sarong Kebaya" uniform was first introduced by MSA and worn by the flight stewardesses and was later developed to become the prominent symbol of Singapore Airlines' corporate image. The original branding was developed by Ian Batey. [ [http://www.vlifestyle.com/entrepreneurs/inside1.htm#Ian_Batey Entrepreneurs] ] [ [http://www.batey.com.sg/ Batey] ]

Global icon

Malaysia-Singapore Airlines ceased operations on 1 October 1972 and Singapore Airlines took over as its successor. "Singapore Girl" was coined in 1972 when Pierre Balmain, a French haute couture designer, was hired by Singapore Airlines to construct and update the Malay "Sarong Kebaya" as part of the cabin crew's uniform. Since then, the uniform has gained worldwide recognition as part of SIA's recognizable signature branding. [cite web |title=The Creation of Singapore Airlines |publisher=Singapore Airlines |url= http://www.singaporeair.com/saa/en_UK/content/company_info/siastory/history.jsp |date 2007]

In April 2001, the shoes were replaced by Pierre Balmain-designed safety shoes, in light of safety reviews after the Singapore Airlines Flight 006 crash where stewardesses complained of missing sandals.

There are four Kebaya colors that represent the ranking of the Singapore Girls:
*Blue – "Flight Stewardess"
*Green – "Leading Stewardess"
*Red – "Chief Stewardess"
*Burgundy - "In-Flight Supervisor"

Although the uniform of the Singapore Girl has remained largely unchanged, the uniform of the Steward, in contrast, wears light blue business jackets and grey trousers. Uniforms for male SIA cabin crew are in the process of being updated to a more prominent fashion to coincide with the launch of the Airbus A380. All the males will wear the same distinctive navy blue suits to coincide with the Singapore Girl's cobalt blue Sarong Kebaya. The ranks will differentiate by the colors of their ties.Fact|date=March 2008

The old original four jacket colors that distinguish male cabin crew:
*Light Blue - "Flight Steward"
*Sky Blue - "Leading Steward"
*Navy Blue - "Chief Steward"
*Grey - "In-Flight Supervisor"

The four colors of the ties that distinguish the male cabin crew:
*Blue Stripes - "Flight Steward"
*Green Stripes - "Leading Steward"
*Maroon Stripes - "Chief Steward"
*Ochre Stripes - "In-Flight Supervisor"

Commercial branding

The Singapore Girl has almost become a visual trademark [cite web
url = http://allaboutbranding.com/index.lasso?article=282
title = Rejuvenating Ageing Brands
accessdate = 2007-11-21
last = Phan
first = Dr. Seamus
work = All about branding] and brand [cite web
url = http://www.allaboutbranding.com/index.lasso?article=382
title = Singapore Airlines - An Excellent Asian Brand
accessdate = 2007-11-21
last = Roll
first = Martin
work = All about branding
quote = Think about one of the strongest brands from Asia, and chances are that Singapore Airlines and its long-serving, almost iconic Singapore Girl easily come to mind.] for Singapore Airlines while the verbal slogan is "A Great Way To Fly". The Singapore Girl is said to engender "Asian values and hospitality" and has been described as "caring, warm, gentle, elegant and serene". [ [http://www.venturerepublic.com/resources/Singapore_Airlines_-_An_Excellent_Asian_Brand.asp Singapore Airlines - An Excellent Asian Brand] , VentureRepublic, retrieved on December 24, 2006.]

A wax figure of the Singapore Girl was created and shown at Madame Tussaud's Wax Museum in London in 1994, [cite web
url = http://www.iht.com/articles/1993/06/08/wax.php
title = The Singapore Girl
accessdate = 2007-11-21
last = Richardson
first = Michael
date = 1993-06-08
work = International Herald Tribune
quote = "Just how many more Singapore Airlines stewardesses must be molested in flight before the airline reduces the free flow of alcoholic drinks to passengers?" thundered Tan Sai Siong in a recent column for the Straits Times, Singapore's main English-language newspaper.

TAN was writing after a German metalworker was fined 2,000 Singapore dollars for hugging a Singapore Airlines stewardess during a flight from Frankfurt to Singapore. A Japanese farmer was docked a similar amount for molesting a stewardess during a flight from Nagoya to Singapore.

At about the same time, a Sri Lankan was fined 1,000 Singapore dollars for punching a Singapore Airlines steward who told him to stop staring at a female colleague in the cabin crew and return to his seat.

In a letter to the Straits Times, a Singaporean reader, Chan Kwee Sung, said it was not "alcohol that spurs the libido of the male passenger, but the image of the Singapore Girl that has so long been the hard sell of SIA all over the world."] as the first figure to represent a commercial undertaking. [ [http://www.brandchannel.com/features_profile.asp?pr_id=209 Singapore Airlines - flying tiger] , Brandchannel.com, retrieved on December 24, 2006.] This sculpture was sent to the Delta Air Lines shuttle concourse at LaGuardia Airport in New York City in 1995.

Visual Impact

Since 1972, the image of the Singapore Girl has appeared in many advertisements in several media forms and promotions across the world. Recently the Singapore Girl has been seen in television commercials promoting Singapore Airlines Boeing 777-300ER Business Class and the Airbus A380 whose maiden commercial voyage to Sydney was made on 25 October 2007.

In March 2004, the Singapore Girl won the "Outstanding Contribution to Tourism Award" for the 18th Singapore Tourism Board (STB)'s Tourism Award. [ [http://www.singaporeair.com/saa/en_UK/content/company_info/news/achievements.jsp Outstanding Contribution to Tourism award to the Singapore Girl] ]

Recruitment

As part of efforts to build the image of the "Singapore Girl", the airline runs a rigorous training program for cabin and flight crew. The airline's repute, and the resulting prestige of the job has allowed it to be highly selective during its recruitment process as it receives numerous applications locally and from around the region. Singapore Airlines used to recruit only Singaporeans and Malaysians as cabin crew. Since 1995, Singapore Airlines has extended the recruitment of Singapore Girls to other areas such as China, India, Indonesia, Japan, Korea and Taiwan to expand global services and minimise language barriers between cabin crew and travellers.

20% of the hopefuls will be sent through to become a "Singapore Girl".

Here are some of the rules and regulations they must follow.

*The airline requires stewardesses and stewards to color their hair black or dark brown. The airline does not allow for stewardesses or stewards to use highlights. Acceptable shades of hair colours are black or dark brown. Stewardesses with long hair are to coil their hair into buns or French Twists. Stewards are to sport short hair above their collar lines and sideburns no longer that the ear lobes. Fringes (bangs) of Stewards do not touch eyebrows.
*No fanciful, dangling earrings allowed. Only studs or pearls. No chains and necklaces allowed. Only simple bracelets and rings can be worn. Only small and simple watches can be worn.
*A spare "kebaya" must be brought for every flight, even short one-hour flights.
*Safety shoes, or covered sandals must be worn during takeoff and landing. At other times, she should wear the batik slippers.
*Toenails must be of the bright red colour prescribed by the company. If her toenails are not painted, stockings must be worn to substitute for the non red toenails.
*Eyebrows must be shaped, and cannot be the fake drawn-on or tattooed types. Eye shadow must be of the color prescribed by the company - either blue or brown, depending on skin tone.
*Lipstick colour must be among the few shades of bright red prescribed by the company. Pink or plum colors are not allowed.
*Nail polish must be of the bright red colour prescribed by the company. Nails should not be chipped.

Criticisms

The Singapore Girl marketing concept has been criticized as being sexist: apart from the inaccuracy of the term "Girl," the concept has been accused of being a stereotype of Asian women as being desirable [cite web
url = http://www.talkingcock.com/html/article.php?sid=1079
title = To Tighten Belts, SIA to Shorten Skirts
accessdate = 2007-11-21
date = 2003-05-23
work = "Singapore's Premier Satirical Humour Website"] and subservient to white males. [cite book
last = Dines
first = Gail
authorlink =
coauthors = Jean McMahon Humez
editor =
others =
title = Gender, Race, and Class in Media: A Text-Reader
origdate =
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format =
accessdate = 2007-12-28
edition =
series =
date =
year = 2003
month =
publisher = Sage
location =
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isbn = 076192261X
oclc =
doi =
id =
pages =
chapter =
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quote = ] [cite book
last = Ryan
first = Chris
authorlink =
coauthors = Colin Michael Hall
editor =
others =
title = Sex Tourism: Marginal People and Liminalities
origdate =
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year = 2001
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publisher = Routledge
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isbn = 0415195098
pages = pp142
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quote =] The marketing concept is unlikely to be replaced altogether in any future marketing campaigns:cite news
title = SIA says Singapore Girl icon will remain, no change to uniform
author = Gamar Abdul Aziz
url = http://www.channelnewsasia.com/stories/singaporebusinessnews/view/263015/1/.html
publisher = Channel NewsAsia
location = Singapore
date = 2007-03-09
accessdate = 2007-12-28
quote = In a statement, SIA said its advertisements might change but not the look of its crew, nor the level of high service it provides] cite news
title = The 'Singapore girl' may get an Indian face
author = Archana Venkat
url = http://www.thehindubusinessline.com/2007/05/08/stories/2007050804000500.htm
publisher = The Hindu Business Line
location = Chennai
date = 2007-05-08
accessdate = 2007-12-28
quote = 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]

With advertising agency TBWA winning over the pitch for Singapore Airlines on 16 April 2007, the carrier's branding strategy is bound to change and adapt to new times. Despite this, SIA has promised to retain the Singapore Girl and her traditional uniform.

New York-based advertising agent TBWA Worldwide beat two other short-listed candidates, namely DDB Worldwide and Publicis. This contract is worth S$50 million per year over the following five years, making it the agent's largest win since it started operations in Asia in the late 1990s. The company provided no details about the three firms' bids, though its spokesperson Stephen Forshaw said they will start the new branding campaign "as early as there is a practicable opportunity". This change in advertising agency will not affect SIA's buying media agency, which is presently MEC. [ cite news | title = SIA's their biggest win | author= Tor Ching Li | publisher = Today | date = 17 April 2007 | url = http://www.todayonline.com/articles/183594.asp]

References

External links

* [http://www.usatoday.com/travel/gsingaporegirls/flash.htm The Singapore Girls] , Audio reportage by Jayne Clark of "USA Today" in Flash format.
*YouTube|Tqyiqalzktg|Video clip of SQ cabin crews