SIA’s Journey: From the Legendary ‘Singapore Girl’ to a Trailblazing Female CFO
When you think of Singapore Airlines, the iconic “Singapore Girl” comes to mind—a symbol of grace, efficiency, attentiveness, modesty, and exoticism, who has been the airline’s mascot for nearly five decades. The Singapore Girl has become an emblem of outstanding customer service in the aviation industry.
According to Reuters, Singapore Airlines recently announced the promotion of JoAnn Tan, an internal candidate, to the role of Chief Financial Officer (CFO). Currently serving as the senior vice president of marketing planning, Tan played a crucial role in the airline’s efforts to restore network connectivity and capacity as international borders reopened following the pandemic.
Tan’s ascent to the position of the airline’s first female CFO marks a significant milestone for Singapore Airlines. The airline has faced criticism for perpetuating stereotypes of Asian women through its Singapore Girl branding, particularly in an industry where women are underrepresented in top leadership roles.
FlightGlobal, a prominent aerospace publisher, conducted a study revealing that only seven of the world’s top 100 passenger airlines are led by women—an improvement compared to the previous five years of data. Additionally, a FlightGlobal survey from 2021 showed that women held 13% of CFO positions in the aviation industry. Last year, the percentage of female CFOs across all sectors reached an all-time high, nearly doubling over the past decade according to the Crist Kolder Volatility Report. In 2022, women accounted for 16% of CFOs, a substantial increase from 6.3% in 2004, when recruiting firm Crist Kolder began tracking the data.
Tan’s appointment as CFO reflects Singapore Airlines’ commitment to fostering inclusivity while upholding the cherished Singapore Girl brand.
How Singapore Girl began
In 1972, the inaugural marketing campaign of Singapore Airlines was directed by advertising executive Ian Batey, who played a key role in creating the iconic Singapore Girl. Batey enlisted real female flight attendants to don the elegant and distinctive ‘sarong kebaya’ uniforms designed by Pierre Balmain in 1968.
Batey’s vision for the campaign aimed to highlight the airline’s unwavering commitment to exceptional service, elegance, and hospitality. He coined the term Singapore Girl to symbolize the flight attendants who personified grace, warmth, and professionalism, which the airline sought to deliver to its passengers.
The Singapore Girl epitomizes the embodiment of an exemplary flight attendant: well-groomed, attentive, and knowledgeable, providing a superior level of customer service. The meticulously crafted image of the flight attendant, renowned for her impeccable grooming and unique uniform, has played a pivotal role in shaping the airline’s identity and establishing its reputation for excellence and hospitality. This iconic representation has become inseparable from the airline, credited with contributing to its favorable reputation and fostering customer loyalty among passengers aboard Singapore Airlines flights.
Throughout the years, the popularity of the Singapore Girl skyrocketed to such an extent that even those who hadn’t traveled with Singapore Airlines recognized her distinctive image.
The Singapore Girl was never intended to be solely characterized by her beauty and demure nature. She also underwent a rigorous training process to ensure she met the airline’s exacting standards of service and professionalism. In recent times, the airline has placed increasing emphasis on the professionalism and expertise of its cabin crew, aligning the image of the Singapore Girl with contemporary values of inclusivity while preserving its core essence.
Not everyone liked the idea of the Singapore Girl
The branding of the Singapore Girl has faced criticism over the years due to concerns about gender stereotypes and the objectification of women. Critics argue that the airline’s policies and strict requirements for its female staff reflect outdated practices.
Discussions online among current and former flight attendants often revolve around guidelines related to body weight, prescribed makeup choices, and even restrictions on hairstyles. Critics have highlighted instances where the airline reportedly rejected candidates based on physical attributes, such as having a mole on their faces. These criticisms spark a broader conversation about the need to reassess the relevance of such standards in the modern aviation industry.
While the Singapore Girl symbolized the concept of “Asian hospitality,” critics have viewed it as a stereotype that portrays Asian women as subservient, especially as the world becomes more interconnected.
It is important to note that Singapore Airlines has made efforts in recent years to transform the image of the Singapore Girl. The airline acknowledges the importance of addressing evolving societal expectations and striving for inclusivity while maintaining its commitment to exceptional service. In 2022, the airline made the decision to abolish the policy of terminating female cabin crew members when they become pregnant. This policy change ensured that pregnant cabin crew members received paid maternity leave for up to 16 weeks. Additionally, the airline stated that pregnant cabin crew members could work in temporary ground roles during their pregnancy, although they would need to apply for such positions. The airline assured that it had offered available ground positions suitable for the expertise of eligible cabin crew members who applied for these roles.
This policy reversal marked a significant step towards supporting the Singapore Girl, who had become synonymous with the airline’s reputation. It also brought the airline’s practices in line with prevailing standards.
Tan’s Appointment
With Tan’s appointment as CFO, Singapore Airlines has undoubtedly come a long way from the Singapore Girl to having a woman in a senior leadership position.
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