Qantas, the Australian flag carrier, is facing a crisis of identity as its once coveted business class pyjamas are no longer in vogue among the nation’s wealthy teenagers. The airline, which recently announced the resignation of its CEO Alan Joyce, has seen a decline in its brand recognition and loyalty as young customers opt for a more ‘poor core’ style of dressing.
What is ‘poor core’ and why is it popular?
‘Poor core’ is a fashion trend that involves wearing clothes that are cheap, oversized, or worn-out, as a way of rejecting the norms of consumerism and elitism. Some of the items that are associated with ‘poor core’ are flannel shirts, sweatpants, hoodies, and reusable bags. The trend is influenced by the rise of social media platforms like TikTok and Instagram, where users can showcase their creativity and individuality through their outfits.
According to some experts, ‘poor core’ is also a response to the social and economic challenges that young people face today, such as climate change, inequality, and unemployment. By dressing down, they are expressing their solidarity with the less privileged and their dissatisfaction with the status quo.
How does this affect Qantas?
Qantas has long relied on its reputation as a premium and prestigious airline, offering high-quality service and amenities to its customers. One of its most iconic products is the business class pyjama set, which features a navy blue top and bottom with a kangaroo logo. The pyjamas are given to passengers who fly in the business class cabin, and are often seen as a symbol of luxury and exclusivity.
However, in recent years, Qantas has faced increasing competition from other airlines, such as Virgin Atlantic and Rex, which offer more affordable and customer-friendly options. Moreover, Qantas has been criticised for its poor handling of the Covid-19 pandemic, which resulted in mass layoffs, flight cancellations, and refunds disputes.
As a result, Qantas has lost some of its appeal among young customers, who are more interested in supporting ethical and sustainable brands. The business class pyjamas, which used to be a coveted item among rich teens who would wear them at sleepovers or parties, are now seen as outdated and ostentatious. Instead, they prefer to wear ‘poor core’ clothes that reflect their values and personality.
What is Qantas doing to regain its image?
Qantas has tried to revamp its image and attract new customers by launching new campaigns and initiatives. For example, it has relaxed its gender-based uniform rules, allowing male employees to wear makeup and have long hair, and female employees to ditch heels and makeup. It has also partnered with celebrities like Hugh Jackman and Kylie Minogue to promote its slogan ‘We Still Call Australia Home’.
However, these efforts have not been enough to reverse the decline in its popularity and profitability. Qantas has admitted that it is struggling to find a way to increase its positive brand recognition that young customers want to be associated with. It has also acknowledged that it needs to improve its customer experience and satisfaction levels.
Qantas has not given up on its business class pyjamas yet, though. It has recently launched an online store where customers can buy the pyjamas for $25 AUD each. It has also donated some of the pyjamas to charities and hospitals to help those in need. Whether these moves will help Qantas regain its status as Australia’s favourite airline remains to be seen.
