Dragonair Launches New Uniform For Staff Across Its Network

Dragonair has announced the rollout of the airline’s new uniform to more than 3,000 customer-facing staff across its network.

Dragonair continuously strives to enhance its products and services in order to meet the ever-changing requirements of the industry and its customers. Dragonair has seen three uniform changes since its establishment in 1985, with the current design being employed for more than 13 years. The airline felt it was timely to update its uniform, offering staff and customers a refreshing new look that is more aligned with its current corporate image and brand positioning.

The new uniforms, designed by renowned Hong Kong designer, Eddie Lau reflects Dragonair’s professional and modern outlook, incorporating the latest fabric technology to ensure the uniform is comfortable and practical to wear on a daily basis.

The design of the new uniform puts a strong focus on the individuality and uniqueness of Dragonair’s service offering throughout the entire passenger journey, both on the ground and in the air. At the same time, it harmonises closely with the overall image of the Cathay Pacific Group.

The red and black colour tones of the female collection echo Dragonair’s brand image, with red representing youth and vitality, while the black element helps to project a classy, elegant and professional corporate image. The olive colour jacket and vest of the male uniform offer a fresh new outlook, while the design of the white shirt varies according to seniority.

Dragonair’s signature “dragon” logo is integrated into different parts of the new design logo in a wave movement.

Eddie Lau and the uniform project team had to overcome the challenge of coming up with a uniform that would be suitable for more than 3,000 staff to wear, working in the air or on the ground, in different cities and cultures and in a wide variety of climates. Among those wearing the uniforms will be cabin crew, airport staff and reservations staff working across the network.

Staff and passengers were also involved throughout the 18-month uniform development process. A series of staff surveys, consultations, prototype presentations, a wearer trial and focus groups with Marco Polo Club members were conducted to collect a wide variety of views and opinions before the design of the new uniform was finalised.

Dragonair, an affiliate member of oneworld, is a Hong Kong-based airline operating a fleet of 39 passenger aircraft and serving 44 regional destinations, including 22 cities in Mainland China. Dragonair has been recognised for its product and service quality, and was named the “Best Regional Airline” at the TTG Travel Awards 2012, and voted for two consecutive years "World's Best Regional Airline" in the annual World Airline Survey run by Skytrax in 2010 and 2011. Dragonair is part of the Cathay Pacific Group, providing seamless connectivity for passengers to more than 170 cities around the globe.

Sourced: etravelblackboardasia