1. The tenor of the Southwest "apology" is nothing short of ridiculous. It will be seen as sexist, and frankly stupid, by many; that being so, why would SWA shoot themselves in the corporate foot a second time?. Surely any business image consultant (the profession that exploded after the Tylenol episode of many years ago) could have told the brainless CEO of SWA and other executives that a simple, straightforward acknowledgment of regret would have been far preferable. The fact of an apology would satifsy some and disappoint others, but the style of an apology should not, itself, create even more PR issues. How stupid.
2. Without a written dress code for passengers an issue like this was bound to arise. And doubtless there is no such dress code because it would be impossible to craft and also to enforce. In the absence of such a code, then, evaluation of passenger attire is left to the discretion, indeed, the caprice, of any individual SWA employee. It is patently inevitable that such a "policy" would lead to conflict and, ultimately, bad public relations.
3. The previous point is underscored by the fact that on her return flight to San Diego a SWA flight attendant complimented her on her attire, the very same attire that cause SWA flight attendant "Keith" so much heartburn earlier in the day.
4. Bottom line to those at SWA: Grow up. You are in the public transport business. Sitting for hours in a cramped metal tube at high altitude with many strangers makes for an interesting dynamic in any circumstance. Fostering employee independence is fine, but you fail your employees and the traveling public by essentially trying to have it both ways. Prompt and sincere acknowledgment of any mistake ought to be THE highest corporate priority. Someone at SWA (or many someones) has clearly been breathing thin for too long.
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