Name: Professor: Course: Date: Brand Traffic Report for Abercrombie & Fitch (A&F) GO Earned Media (Mentions/ News): Due to its trendier clothes most celebrities such as Jennifer Lawrence (most paid actress worldwide) Channing Tatum and Taylor Swift pose in its clothes (http://www.businessinsider.com/celebrities-modeling-for-abercrombie-and-fitch-2016-1). Yolanda of Leander on the company’s customer affairs website confirms that everything about the firm is excellent this involves service delivery to customers efficiency helpful staff and quality products (https://www.consumeraffairs.com/retail/abercrombie-fitch.html). Owned Media: Twitter: A&F posted two new tweets and increased its followers from 63592 products are advertised at lower prices but the firm delays their delivery until when the offer is over after which customers are required to purchase the products at higher prices than the advertised ones (https://www.consumeraffairs.com/retail/abercrombie-fitch.html). Website: The winter sale discount strategy (50-60% off) apply to online sales and men’s and women’s products only. The strategy is yet to be reflected in children’s products and in-store sales which may affect its total sales (https://www.abercrombie.com/shop/wd). The company’s rebranding strategy is yet to be translated into consistent sales (http://fashionista.com/2016/08/abercrombie-fitch-q2-2016). [...]
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. The earliest time of the news that is acceptable would be from May in 2016. The more current the better. 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.