'Singapore Girl' makes a comeback

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This was published 12 years ago

'Singapore Girl' makes a comeback

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Singapore Airlines has brushed aside criticism from some quarters that the 'Singapore Girl' campaign is sexist and outmoded and is banking on its reputation for service to keep it ahead of its rivals.

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In an era of cheap, no-frills travel, SIA has overhauled its marketing strategy to put fresh emphasis on its famed cabin service with the iconic 'Singapore Girl' in a figure-hugging batik uniform at the forefrontCredit:Bloomberg

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About 60 per cent of SIA's more than 7000 cabin crew are women, mostly from Singapore and Malaysia.Credit:AFP

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New flight attendants are only given five-year contracts to start with, enabling SIA to refresh the crew based on criteria such as 'a customer-oriented service attitude,' said Nicholas Ionides, the airline's spokesman.Credit:AFP

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According to Singapore's Straits Times, most SIA female flight attendants are grounded between their late 30s and early 40s.Credit:AFP

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Recruits, whose average age is 24, are taught the basics of social etiquette, personal grooming, passenger handling and meal service, including food preparation and wine appreciation.Credit:AFP

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Each recruitment exercise held in Singapore typically draws 1000 applicants. The airline said it has no fixed quota for each intake and hires cabin crew on merit.Credit:AFP

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For SIA, the stakes have never been higher now that the carrier finds itself under fierce assault in the premium-travel segment from the likes of Emirates and Cathay Pacific.Credit:AFP

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As more airlines begin taking delivery of the A380, or similar modern aircraft, Singapore's ability to differentiate through 'hardware' has waned, say analysts.Credit:AP

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Singapore Airlines cabin crew perform a land evacuation exercise from a mock-up plane as part of their safety training.Credit:AFP

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Singapore Airlines cabin crew warm up before performing a land evacuation exercise from a mock-up plane.Credit:AFP

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Singapore Airlines cabin crew perform a land evacuation exercise from a mock-up plane.Credit:AFP