Why United Airline's dress code for girls sparked PR disaster

On a flight from Denver, Colorado, to Minneapolis, Minnesota, early Sunday morning, Shannon Watts observed a United Airlines gate agent refuse to allow two young girls on the plane because they were wearing leggings.

Watts took to Twitter immediately to document the incident, decrying the apparent policing of girls’ clothing and regarding the dress code enforcement as “sexist and hypocritical.”

Watts objected to the policy, saying that it sexualizes young girls who were simply wearing comfortable clothing. She questioned if boys were subjected to the same sort of policy.

As the incident unfolded in real time on Twitter, United’s own social media account began to chime in. But the airline’s responses seemed to only stir the pot and trigger more anger. This kind of gaff is increasingly making the case for the engagement of social media account managers with a Public Relations background or appreciation.

Amid the reactions, chatter, questions, jokes, and the like - all to be expected when a social media PR disaster begins to unfold - one fact seemed to be getting lost in the shuffle: The family members flying on United, according to the airline’s social media account, were "United Pass Travellers" which refers to an employee standby status that is subject to a separate set of rules and guidelines, including the dress code.

Yet, Watts was quick to point out that the girls were traveling with their dad, who was allowed to fly in shorts.

As written by others who commented on Twitter (many of whom claim to have travelled for years under similar rules), perhaps it’s time for those long-held guidelines to be changed.

Regarding the United dress code, a website that reportedly lists dress code guideline for United employees travelling via the Pass programme states the following attire is unacceptable:

•          Any attire that reveals a midriff
•          Attire that reveals any type of undergarments
•          Attire that is designated as sleepwear, underwear, or swim attire
•          Miniskirts
•          Shorts that do not meet three inches above the knee when in a standing              position
•          Form-fitting lycra/spandex tops, pants, and dresses
•          Attire that has offensive and/or derogatory terminology or graphics
•          Attire that is excessively dirty or has holes/tears
•          Any attire that is provocative, inappropriately revealing, or see-through             clothing
•          Bare feet
•              Beach-type, rubber flip-flops

Customer Service’s Judgment will prevail in all matters pertaining to the dress code.

Source: Flyzed.info

Still, other observers pointed out discrepancies, citing examples when United seemed perfectly happy to display women in leggings and yoga attire.

Importantly, addressing a dressing issue transcends dexterity at manipulating social media tools and platforms. It extends to the perception than is created in the minds of flyers, which might determine whether to continue flying with United or whether to consider other flying options where they will be welcome wearing apparels that make them comfortable, primarily.

A PR practitioner would have been able to predict and pre-address such issues than try trying to defend and rationalise what customers find offensive.

By Shannon Watts, an eye-witness to the incident. As reported on Yahoo!

Additional reports by ‘Dele Dele-Olukoju, Marketing Communication strategist and publisher of the online Marketing Communication Digest. He writes from Lagos, Nigeria. @deleolukoju +234 807 481 2389.