Big ticks all round for Qantas’ new classic uniform – at least they have decided to go back to classic style with a contemporary twist.
Designed by Paris-based couturier Martin Grant the new uniform represents a powerful image that is guaranteed to be accepted by most people (employees and customers) compared to the tacky past uniform that compiled aboriginal prints not suitable for human wearing. The word from staff was that they hated them.
Speaking to the media, Chief Executive Alan Joyce said, “The new uniform speaks of Australian style on the global stage. It’s a uniform for the age. The design brief was to create a unique, functional and durable uniform suitable for a premium airline operating across Australia and around the world”.
Continuing Joyce said the new uniforms were part of the bigger program of renewal at the airline, which is looking to shed the negativity associated with industrial brawls and the airline grounding in late 2011.
“We’ve had the highest levels of [staff] engagement that we’ve had since records began, and these new uniforms are an important part of that,” the CEO said. “The number one thing that everyone keeps saying is it makes you feel proud, and that renewal is a very important part of what we need to do.”
I agree with the Chief’s comments. The uniform is an essential part of the professional brand of an organisation and not something you can afford to stuff up. Qantas this time has got it right.
What do you think of the new look?