Further and further away it goes....

[Blastor]

WestJet unveils new look: Stripes are in, denim's out

BRENT JANG

WestJet Airlines Ltd. plans to publicly unveil a radical redesign today to its uniforms for customer service agents and flight attendants, after creating a stir within employee ranks.

Calgary-based WestJet has opted for a vertical-stripe look -- navy blue and teal for men; aqua, white, navy and teal for women. The redesign by Vancouver-based Omega Frontline Apparel Ltd. is meant to provide a hip look and present a dynamic image that's a departure from the existing stock of plain shirts, in denim and white versions.

While some employees say they're willing to give the new look a try, others aren't so crazy about what they view as loud and tacky uniforms that some passengers will mock. Some workers say they will avoid the new garb whenever possible because plain white shirts will remain part of the clothes rotation while denim is phased out.

WJA (TSX) fell 12 cents to $10.83.

Its hip to be........square?

[tonysoprano]

Awe man, no more cowboy jokes. These guys are actually going to look almost professional. Hey, is teal a real man's colour? I dunno 'bout that. Missed ya Blast, where ya been?

[gulfan]

CALGARY - A makeover has taken flight at WestJet Airlines passengers can still expect pretzels and corny jokes, but the folksy denim duds are history.

The Calgary company Thursday started outfitting 3,000 flight attendants, pilots and ticket agents with revamped uniforms that offer the low-cost carrier a more professional image to coincide with a rise in the number of business flyers using the airline.

"We're capturing more of that corporate segment, so we wanted a uniform that reflected that while still keeping things fun," said Richard Bartrem, WestJet's director of brand and communications.

WestJet is one of many airlines to overhaul the wardrobes of front-line staff.

Many have replaced frumpy blouses and outdated collars with designer-styled apparel.

Air Canada's new uniforms, which were first introduced in 2004, caused a stir when the company hired pop diva Celine Dion to promote and model them.

Air Canada's effort to market its new uniforms was initially dismissed by the union representing flight attendants as "lavish" and inappropriate, especially given that the company had recently emerged from bankruptcy protection.

The trend toward fashion in the skies comes as airlines struggle with sky-high fuel costs. Many are offsetting the burden by charging passengers for meals or simple luxuries such as blankets and pillows.

A uniform makeover, on the surface, may seem a frivolous cost, but it can boost employee morale and increase an airline's bottom line in the long run, experts say.

"Brands age over time," said Karl Moore, a professor at McGill University's faculty of management. "Something that looked fresh 10 years ago can look positively passe today. WestJet is saying 'We're growing up.' "

Uniforms in service industries such as airlines are a big part of the company's image and brand, agrees Debi Andrus, a marketing expert at the Haskayne School of Business.

For WestJet, the shift away from a more casual uniform is not surprising, given the carrier's expansion in new markets such as the U.S. "From what I've seen of their advertising, I don't think they want to say goodbye to fun-folksy, but they want to move it up slightly," she said.

The new threads are the result of a year spent consulting a committee of 100 employees and testing fabrics for comfort and durability. The colour scheme is not a radical departure teal and navy but shorts and denim are being phased out in favour of cotton-polyester dress pants, jackets and vests.

The new look is aesthetically pleasing, but hardly high couture, said Bartrem. "As much as you want it to be a nice looking uniform, you've got to keep on eye on the practical side of things."

Staff began wearing the uniforms Thursday, but WestJet, unlike its bigger rival, isn't planning a glitzy presentation or celebrity endorsement to mark the occasion.

I'm flying out Monday for another job interview.

Air Canada is $315, WestJet is $630. Did times change or what?

[Donald]

They don't pick up the tab for an interview

[tonysoprano]

Must be that new pilot raise they said wouldn't cost the company anything.

[cyyz]

Must be that new pilot raise they said wouldn't cost the company anything.

It's not, it's FINALLY costing the PAX... Good to see an airline not trying to low ball the competition and trying to do well....

Good luck with the next bankruptcy at ac....

[tonysoprano]

It's not, it's FINALLY costing the PAX... Good to see an airline not trying to low ball the competition and trying to do well....


Well at least AC never had to apologize to WJ for espionage.
Yes, your dream will come true, cyyz. Canada will someday be without Air Canada. I can see the day when WJ and CJ will unite and be the true flag carrier and all of us 25,000 at AC will be out of work. And finally we will have a company that does it right. Untill then, keep dreaming and for God's sakes, change those bed sheets more often.

[gulfan]

They don't pick up the tab for an interview

My flight / taxi and a meal allowance is all paid for.
ROUND TRIP FARE $698.90.

It's a lot of money for a daytrip.

[RB-211]

Awe man, no more cowboy jokes. These guys are actually going to look almost professional. Hey, is teal a real man's colour? I dunno 'bout that. Missed ya Blast, where ya been?

As part of AC's cost cutting measures it appears that the axe fell in some key areas. Rumour has it that after the death of Liberace, his interior designer not was only a free agent, but hard up for work. He along with Martha Stewart came up with what can only be described as a paint scheme that will go down in history as 'Legendary'. Credit to the photographer on this photo. Beautiful view of the north shore mountains and the 'West End'. Adds to the spirit of the image.

Real men fly airplanes that are painted 'Pert Plus'. Billy Boeing must be rolling in his grave............

So Tony my man. Does your uniform clash????

[tonysoprano]

RB.

Nasty. But hey, never said ours was any better. The best we ever looked was about twenty years ago. Airplane colour aside our new FA uniforms have gotten good reviews, except from the ex CP people (they're never happy don't you know). And as far as our pilot fashion goes, it's much more professional than anything else in this country. I have to agree though, we don't look anything like that Birdseed place across the pond.

[cyyz]

Well at least AC never had to apologize to WJ for espionage.
Yes, your dream will come true, cyyz. Canada will someday be without Air Canada. I can see the day when WJ and CJ will unite and be the true flag carrier and all of us 25,000 at AC will be out of work. And finally we will have a company that does it right. Untill then, keep dreaming and for God's sakes, change those bed sheets more often.

Nope sorry, don't want that to happen but by the time you guys realise, "hey we should try to make a profit" raise ticket prices back to 80's rates, when gas was 30/l, and a ticket to the states was 1k, you'd make a killing, but you guys(all carriers) are so fucking stupid, by the time you get on the ball, and bring it up our wonderful gov't will have let virgin and other carriers to fly point to point in canada, and they'll undercharge, and all canadian carriers will be doomed....

As for the spying remarks, lol, marketing and R&D usually cost 100s of millions, wj spent under 10 million to come to the conclusion courtesy of AC website that YYZ is better then YHM.... Money well spent? Probably, otherwise they'd have paid some consultant the same funds to explain that to them....

[tonysoprano]

cyyz. You sound so sure of yourself. You sound like a real know it all. Prices are set by the market, not by AC. What do you say when AC raises prices to compensate for fuel costs and WJ doesn't? What does competition really mean? That we have certain rules that apply to one company and not others? In your world AC probably would have died years ago if we did it your way. Everytime we endevour to make money it seems people like you have a problem with it. And who the @#$! is underpricing who here? Low costs started the whole thing and now the legacy carriers are forced to do the same which is what I thought competition was all about. I know I'm just waisting my time with you. I can only hope that someday someone will make you understand better than I can.

[rampie]

Airplane colour aside our new FA uniforms have gotten good reviews, except from the ex CP people (they're never happy don't you know).

Brilliant, just brilliant.

[C-FABH]

Wouldn't surprise me. Sounds about right.

[backon3]

At least the AC uniforms look good on the floor of the hotel...it's too bad the girls get their blouses mixed up all the time!!

[RB-211]

Tony,

Sorry if i came across as being nasty. To be honest I feel bad that you have to arrive at the gate and walk on to an airplane painted like that. Was sitting at the hold at LHR a few weeks back chatting with the skipper about Canada. He was curious about why I 'Took the plunge' and left the promise land. I went on about this and that and just as our conversation came to a conclusion a 340 painted like pack of cool mint gum came prancing out of T3. We both cringed as she gleamed in the afternoon sun. I was in shock.

Uniforms and paint jobs aside you and ser Blastore love to take the piss out of WJ. Why? Me not knowing but you should really look at your own product. A company who can't turn a profit spendning money on paint jobs. Paint jobs that would only win awards at the Miami Beach Fringe Festival.

Cheers mate from all the Nigels! You make our day!

[tonysoprano]

Nigel.

Airlines have to change their image every so often. Even the ones that don't make money. It's a cost of doing business. I would have to disagree that we are not capable of making money. AC had some pretty good years and then the merger, 9/11, Sars etc. hit the major airlines like no other time in history. The low cost phenomenon found its place in the industry nicely and things have never been the same. But like any other time in the past, things turn around and the money comes back. Did we really need CCAA? Probably not. Milton played that one to his advantage me thinks. Is it going to happen again? Maybe. But we'll survive that one too. I take shots at WJ because they are so caught up in their success that they feel they have to compare themselves to AC in every way they can. Truth is they can't. What WJ does is very different from what we do, I don't have to tell you that. Would you compare WJ to BA? I don't think so. But if Clive and company are real humans they will not be able to resist changing WJ to what AC is (thinking of course he can do a much better job) and then we can do a true comparison. Just like we use to compare CP with AC. You may not agree with me but for now let's just agree that it's an ugly paint job. And in a few years from now, if I'm still waisting my time on this forum, I'll be telling you I told you so.
Cheers.
Oh and BTW, comparing me to Blastor, ouch.

[A330]

Speaking of livery and color schemes. I really liked the old AC livery with the dark green and maple leaf.

The new robins egg blue is not nearly as sharp. Bad decision.

[55+]

At least the AC uniforms look good on the floor of the hotel...it's too bad the girls get their blouses mixed up all the time!!

O/K............. I will speak for the average fare paying joe slob. We don't really give a fiddlers f--- about the color or your airplanes/ staff uniforms or for that matter, if they really wear uniforms. Just give us decent fares(with a fair profit so you can continue to pay your employees) and at the same time(a) keep the airplane right side up(b)pointed in the right direction and(c) airworthy.

That's all we ask, nothing more, nothing less. Very simple

[backon3]

Stupid us... discussing industry issues with industry people on what is an industry forum!! I thought it was Avcanada, not averagefarepayingjoeslobcanada.ca

[55+]

Stupid us... discussing industry issues with industry people on what is an industry forum!! I thought it was Avcanada, not averagefarepayingjoeslobcanada.ca

.

We pay the bills, which includes your salary

[DAVE THE RAVE]

Give me a break! There is no such thing as "Low Fares" in Canada.

[WJ700]

Give me a break! There is no such thing as "Low Fares" in Canada.

That's very true. Southwest's avearge fare was less than 99 bucks last quarter.

[cyyz]

Low costs started the whole thing and now the legacy carriers are forced to do the same which is what I thought competition was all about. I know I'm just waisting my time with you. I can only hope that someday someone will make you understand better than I can.

80's gas 30 cents, today 110, 1 month ago 99c, GST was cut gas 105....

Go to gas station #1 or #2 different names identical prices.....

Milty should call the teal team and tell them, "hey we're both raising our prices by $100$" or what have you. Uncle Bedoe, "okee dokee milty."

Just like in the states when the 5 carriers raised prices by $5...

Competition.. Lol... Only if you're in the airline business... Even banks set their rates to near if not identical rates.... Fools at the top and fools at the bottom... But atleast the dicks at the top of the airlines, bedoe, milton, Leblanc make a fortune, while they sink the carriers.... Bre-X, enron... Oh well....

[EyeOh]

So what does this new WJ pilot uni look like?