Women in uniform.

In 1978, Shirley Strahan and Skyhooks sang about them in the title song, "Flying to my hometown on a 747 / Stewardess made me feel like I'm in heaven". This was a view of flight attendants, propagated many times in songs and verse, cliched in comedy scripts and whenever talk about air crew occurred over a beer. Times change and the attitude towards flight crew involved in mid air emergencies and heroic landings tells a different story. Times change and it's no longer about the exotic destinations, coffee, tea, chicken or beef but rather about how customer service is delivered in a difficult environment, along with the look and feel of that customer service to deliver on a brand message. The substantial outlay Qantas is making on the new uniform range, released this week, goes a long way to show how important that look and feel can be for an airline.

From the first United Airlines uniforms that had more in common with nurses and comfortable shoes to today's fashion montage of veils, pill box hats and designer apparel, airline uniforms have become more than appropriate clobber to mess about in the galley at 30,000 feet. They have become symbols of brand and nationalistic identity, while showing the strength of an airline. Qantas understands the power of the uniform, the power of the visual as captain and crew walk through the airport, the demonstration of credibility and integrity implied by the sharp lines and the corporate colours.

The uniform will be distributed throughout the Qantas workforce but for the ones wearing it on board, the image and message needs to be the strongest and most obvious. Reasoning why, you'll never see Miranda Kerr modelling a baggage handler uniform. The Qantas on board uniform is a strategic decision built around a strong brand, built around a corporate identity and creating a comfort for passengers around capabilities in emergencies, a comfort of familiarity and customer service. There is nothing casual about the uniform, it's not meant to be, it's about a message Qantas staff are trained and ready to be of service in all situations, while maintaining the highest levels of deportment and style.

In the business world, uniforms are universally accepted but the delineation between someone in a 7 eleven polo and a corporate aviation outfit are chasms apart in identity, capability and skill, something Qantas wants to make pointedly clear. While airlines and the uniform wearing entities of military, health and police et al convey very obvious messages, your daily business and casual attire have the same ability, to your advantage or disadvantage.

From the obvious brand advertising of designer gear, telling people you have money to spare or fashion sense, to the chic and sharp world of big business, there is still an argument around, "you are what you wear". With this in mind and the psychological view of 7 seconds to make an impression, what you wear and how you wear it becomes important on many levels if you want to achieve in certain areas. Is it time to send some of your wardrobe to St Vinnies?