Name: Professor: Course: Date: Brand Traffic Report for Abercrombie & Fitch (A&F) GO Earned Media (Mentions/ News): Yolanda of Leander gives a satisfactory rating on the company’s customer affairs website by acknowledging the entity’s efficient service delivery quality products and customer satisfaction (https://www.consumeraffairs.com/retail/abercrombie-fitch.html). A&F has received good reputation from the public and particularly its clients for redesigning its stores that are more inclusive than before. The initiative has provided the basis for not only rebranding the company’s image but also increasing its customer base sales and profits (http://www.bizjournals.com/columbus/news/2017/02/17/abercrombie-fitch-debuts-brighter-more-inclusive.html). stores difficulties in returning products and a lack of customer focus (https://www.consumeraffairs.com/retail/abercrombie-fitch.html). Customers’ complaints indicate the reduced quality of its products for instance from high-quality cotton to elastane and polyester clothes (https://www.consumeraffairs.com/retail/abercrombie-fitch.html). Customers have discovered fake customer reviews on the company’s website in addition to failing to post customers’ negative reviews (https://www.consumeraffairs.com/retail/abercrombie-fitch.html). Zara Inc.’s on-trend designs have offered at competitive price limits to A&F (https://www.retail-week.com/companies/zara). The company’s products have lost cache due to lack of fashion making its clients shift to fast-fashion brands such as H&M Hennes (http://www.bizjournals.com/columbus/news/2017/01/26/struggling-abercrombie-cuts-150-jobs-at-new.html). [...]
Create a Traffic Light Report for Abercrombie & Fitch. Bullet points only. NO PAPER NEEDED. What is a Traffic Light Report: It consists of 3 categories. Think of it like this, you are the brand manager of A&F, and you are reporting what's going on in the world to your boss. Your boss already know that A&F has awesome products, gives out good discounts or provide flexible working schedule. Don't tell him what's happening inside the company, tell him what's happening outside in the world and what these outside information has impact on the brand. The GREEN column includes items that are running along smoothly or surpassing your expectations. GREENs tend to be FYI only in nature with little to no action required from your manager. For example, some social media site has reached 1 million likes and shares; or some influential celebrity tweets about A&F as the new trend of fashion. These news articles or media feeds all have positive impact on the brand, these information will help the brand soar. So these can go in the GREEN. The YELLOW column includes items that are currently functioning, but need to be flagged proactively as you foresee problems possibly existing on the horizon. YELLOWs are warnings and tend to require no immediate action. However, the fact that are listed in yellow is a flag to your manager that you may require their attention in the near future.Yellow means something to watch out for. For example, some other brand launched similar products. This can be good or can be bad. It can be good because the customer may still like A&F after comparison. It can be bad because the other brand may offer a lower price. We don't know, we will keep an eye on it, so we put this news in Yellow. The RED column includes items requiring immediate action. Items may be emergencies or simply action items you already reached out to your boss about in separate emails, but have yet to receive a response. Examples can be like somewhere in the world has a brand called "Abercromdie", and they sell practically the same products. They purposely change the spelling and these may lead to decreasing market share or even legal issues. So this go in the RED. Anything goes in RED needs IMMEDIATE action from the boss or the company. Build the report using ONLY current news! DO NOT simply do a SWOT analysis of the brand. Again, this is a report that you want to give to your boss and say this is what's going on in the world and how these news affect our brand development. IMPORTANT: current news mean anything happened within a week. If you can't find anything, the time frame can be extended to anything happened in 2017. Please have at least 5 bullet points in each category. Thank you. Example of a completed traffic light report for Sriracha will be uploaded for better clarification. Read carefully and think how those news affect the Sriracha brand and why they are put in the corresponding column.