The Straits Times / The Business Times News on OSIM

To change or not to change

Does the Singapore Girl need a makeover? What would you like to see changed?

THERE is no need to make over the Singapore Girl. It is a great icon which has been strategic in building the SIA brand.

It is the essence of the East and the power of the mystic that have been so enduring. Of course, an improvement is always good. We must stay focused on the strategic positioning of the brand and further enhance the experience in the process.

Perhaps what needs to be made over is the marketing and management strategy which could become even more strategic, innovative and competitive.

I have been travelling on SQ for more than 27 years (and a life member) and so have many of my friends. We are not tired of the Singapore Girl. Not because they are sexy but because they offer memorable service that continues to impress.

That being said, it does not mean that they can't continue to improve.

- Ron Sim
Chairman & CEO, OSIM International