Formative Feedback - Executive Summary

Original Executive Summary:

The purpose of this report is to evaluate market research carried out on the current position of the fashion brand Abercrombie and Fitch. Through research methods used including online resources such as news articles and blogs, as well as online and social media orientated surveys it has become clear that Abercrombie and Fitch are losing relevancy within the fashion market and being overtaken by its competitors. A collection of recommendations for the brand have become apparent on how they can change their brand visuals, product line and social media presence.

Executive Summary Feedback:

A good start to the report. It provides a snap shot that states the purpose of the work the methods used for your research, briefly touches on the main findings and conclusions reached although the recommendations for future actions could be improved.

Executive Summary after Feedback:

The purpose of this report is to evaluate market research carried out on the current position of the fashion brand Abercrombie and Fitch. Through research methods used including online resources such as news articles and blogs, as well as online and social media orientated surveys it has become clear that Abercrombie and Fitch are losing relevancy within the fashion market and being overtaken by its competitors. A collection of recommendations for Abercrombie and Fitch have become apparent on how they can reimagine their brand, the biggest one being that they should relaunch Abercrombie and Fitch as a homeware and lifestyle brand and sell products including home décor and accessories and furniture. Other recommendations that will be discussed further within this report include: brand visuals, such as the style of their logo and the improvement of their promotional advertisements as they currently don’t have many physical adverts such as billboards and posters. They also need to adjust their social media accounts as each platform uploads an identical post and so they need to diversify the content.

Comments:

Based on my feedback I added to my executive summary to include more detail about my recommendations, but I didn't want to go into too much detail as I explain my points in my recommendations section of my report and so didn't want to repeat myself.