{"id":4932,"date":"2015-08-04T13:50:48","date_gmt":"2015-08-04T17:50:48","guid":{"rendered":"http:\/\/first2board.com\/carolinatravelgirl\/?p=4932"},"modified":"2016-02-14T11:13:37","modified_gmt":"2016-02-14T16:13:37","slug":"singapore-girl-in-history","status":"publish","type":"post","link":"http:\/\/first2board.com\/carolinatravelgirl\/2015\/08\/04\/singapore-girl-in-history\/","title":{"rendered":"The Singapore Girl in History"},"content":{"rendered":"

The Success of an Airline and a Uniform…<\/h1>\n
\"Singapore<\/a>

Singapore Girl<\/p><\/div>\n

It goes without saying that Singapore Airlines is one of the best airlines in the world – from product to service. And the\u00a0definitive icon for Singapore Airlines as well as for Singapore itself is the Singapore Girl. A great deal of work and effort has gone into\u00a0the brand image which demonstrates not only the Asian value of hospitality but that of grace as well.<\/p>\n

In 1968, the former Malaysian Singapore Airlines called upon French Couturier Pierre Balmain to design uniforms for their cabin crew. One of the early Singapore girls, See Biew Wah (SQ 1966-1973) was chosen to be the mannequin for Balmain’s design\u00a0which was based\u00a0on the traditional Malay sarong-kebaya, altered slightly for ease of wear. After her fitting, See Biew Wah noted that when they were first seen on the streets of Paris wearing their kebaya that people actually walked into lampopsts from staring. Part of the\u00a0uniform’s\u00a0continual allure is\u00a0because Balmain insisted the uniforms be\u00a0fully tailored.\u00a0Even today,\u00a0Singapore Airlines\u2019s in-house tailors have a minimum of two fittings with each crew member who is provided with four new uniforms each year. Needless to say, the uniform is a very visual and important part of the entire SQ brand and marketing experience.<\/p>\n

In 1972, Singapore Airlines was established following its split from Malaysia-Singapore Airlines. Being a relatively small airline, it was their mission to gain recognition by focusing on inflight services. The Singapore Airlines Mission Statement is:<\/p>\n

\"SQ<\/a>

SQ Mission Statement<\/p><\/div>\n

According to See Biew Wah, “The only weapon you have to compete in, is your inside service.” It was an advertisement that\u00a0included four of the flight attendants that was the start of a marketing campaign which turned the idea of a Singapore girl into an icon. With a focus on service and hospitality, this strategy has worked well for the airline for over 40 years.<\/p>\n

\"The<\/a>

The ‘Original’ Singapore Girls Today<\/p><\/div>\n

Former Singapore girl, Lisa Ang reunites the ladies from one of Singapore Airlines earliest commercials in the following video (Channel NewsAsia).<\/p>\n