Uniform Identity: Airline Apparel & Brand Experience

The New York Times: “Long ago, airline uniforms reflected the glamour of flight. Now, they have to serve more utilitarian needs. Do they reflect the airline’s image? Will they look good on most everyone? And, perhaps most important, are they comfortable? … For American Airlines, which introduced new uniforms in September, the different look was an important step in conveying a unified brand image since its merger with US Airways in 2013.” Brady Barnes of American comments: “There was a visual difference in what people were wearing, and I think, inherently, that kind of creates a barrier.”

“Most of the uniform overhauls include clothes not only for flight attendants and gate agents — ‘above the wing’ jobs — but for the luggage handlers, mechanics and other workers who make up an airline’s ‘below the wing’ work force … Shashank Nigam, chief executive of the consulting firm SimpliFlying, said uniforms were a crucial part of an airline’s brand, especially with the decline in the number of in-person encounters a traveler experiences.” He comments: “Today more than ever, the uniform is the most important symbol of an airline that a passenger interacts with and sees.”


Your Thoughts?