EVA AIR INTRODUCES NEW LOOK
TO ITS SERVICE IMAGE
Information provided by: EVA Air
As EVA Chairman Steve Lin bid farewell to the company’s “Queen of the Skies” Boeing 747-400s, he also welcomed EVA’s new service image, their third generation of uniforms. Designed for style, comfort and function, these uniforms will further enhance the professional image of our service team among passengers and in the international marketplace.”
EVA positioned its retired jumbo jet in the hangar as a backdrop for the catwalk used to reveal the third-generation uniforms. Designed to evoke EVA’s continuous pursuit of innovation in quality services, cabin crew and airport staff wore their new uniforms on the catwalk. The new uniforms mark a milestone in the airline’s new service image. As the airline continues to focus on passenger comfort and satisfaction, it is introducing a whole new look in its service image. EVA will begin to introduce the new uniforms across its service network in November 2017
New Uniforms designed to meet EVA service team’s needs
EVA’s current uniforms are the second generation and were introduced in 2003, 14 years ago. At EVA, uniforms signify much more than appropriate work attire. EVA’s philosophy is that the moment its service staff puts on their uniform, they mark the beginning of their career as a professional team member. The airline initiated the process of creating its third-generation uniforms in 2015 and chose SHIATZY CHEN of Taiwan to design its fresh service image. A trend-setting luxury fashion house, SHIATZY CHEN is known in many circles as the Chanel of Taiwan.
Uniforms for male ground staff are built around the three-piece business suit concept. Aircraft wings formed by green or orange dots stand out against the background of the uniforms’ black ties, capturing the idea of EVA’s global network. Vests feature pockets where service staff can keep pens and notebooks at their fingertips to jot down passenger information and specific requirements.
EVA further ensured the comfort, functionality and versatility of its new uniforms by commissioning a fabric supplier to develop a high-performance material that blends elastic and antistatic carbon fiber yarns. EVA’s special fabric is quick drying and moisture absorbent while it retains such characteristics as flexibility and high breathability so that service staff can move and work comfortably in addition to looking and feeling good while they attend to passengers.
As the airline continues to focus on passenger comfort and consideration, EVA is introducing a whole new look in its service image during the second half of this year.
EVA also deployed its 747s for special flights, carrying high-ranking officials and priceless treasures around the world. The airline used the aircraft on dedicated flights for Taiwan presidents’ overseas trips, to transport endangered species and protected animals such as giant pandas from China, koalas from Australia, red-crowned cranes from Japan, and to carry precious works of art from the Louvre, an irreplaceable statue of the goddess Mazu from China and more.
EVA’s used its Boeing 747-400s to launch service innovations as well. In 1992, EVA rolled out the airline industry’s first premium economy class aboard its first 747s. EVA’s premium economy product was widely embraced by both business and leisure passengers and continues to be popular. Other airlines are now following EVA’s lead and introducing premium economy cabins.
EVA built a special photo gallery in the hangar to showcase glorious moments in its Boeing 747-400 history. It covered the long gallery walls with nostalgic pictures of the jumbo jets and of cabin crew and airport staff wearing first- and second- generation uniforms, immersing guests in its history of flight service and warm memories.
EVA choreographed its respective service team members in the debut of their new professional attire. Swing dancers joined ground staff on the catwalk for an enthusiastic representation of their passion for service excellence. Cabin crew presented their new uniforms in a smooth display of the teamwork it takes for perfect flights, demonstrating the spirit woven throughout the fibers of EVA’s corporate culture.
EVA planned the catwalk presentation to be much more than a fashion show. Rather, it was an active demonstration of each uniform’s unique design, functionality and versatility. It also highlighted EVA’s corporate identity.
During the two years EVA worked on the new uniforms, it arranged for the design team to visit airports to observe staff at check-in counters and in VIP lounges. It put designers on flights so that they could understand the demands of exceptional cabin service. And it invited the design team in for conversations with senior management and service staff to give them an understanding of EVA’s concept of service excellence.
Capturing the spirit of service, the idea of flying
In addition to comfort and versatile functionality, EVA also incorporated style and fashion into the designs of its new uniforms. Inspired by the American romantic movie “Roman Holiday,” the designer used color blocks, geometric patterns and streamlined shapes to create professional attire with classical style. The designer chose verdelite for the base color of the uniforms.
Women’s uniforms feature standing collars that convey the idea of flying through the sky. Collar colors distinguish team members’ ranks. For the cabin crew, red collars identify chief pursers, pink represents deputy pursers and light green signifies flight attendants. For the female ground staff, red collars designate supervisors and light green denotes traffic officers.
Scarves set the new uniforms apart from the current ones. The colorful pattern in the scarves was inspired by the steady growth of trees, symbolizing EVA’s own continuous development and corporate spirit.