FEEDBACK

To make sure I am staying on track with my project, I received my feedback from the first six sections from my report. 

executive summary- good initial overview of the purpose of the report. Explain your research methods in more detail. in your final report be more specific in terms of the final recommendations.

Introduction to brand- good overview of the Topshop brand. Provide a more detailed rationale to introduce the study including evidence to support the decline in sales. explain in detail the reasoning behind this decline, consider adding more detail in terms of the secondary research you have used.

Macro economic analysis - some good PESTLE factors have been included such as the brands economic performance. provide references to support the sales figures you have included. Explain in detail the shift from offline to online and how this is impacting on the brands sales. provide more examples of environmental and legal factors impacting the brand. 

Brand Market position- you have provided information that highlight some possible strength of the Topshop brand including the variety of products in store. Explain this in more detail. You have not included any weakness, opportunities or threats. When complete please make sure that you analyse how your findings are impacting on consumer behaviour.

competitors - more focus needed on the current brand position of Topshop and the position of the key competitors. Include a brand positioning map within your report, you have included a lot of detail on your primary research and your social media study. further analysis is needed on other competitors such as River island and New look. 

Consumer demographic- good initial overview of the Topshop consumer, referencing age, income, lifestyle traits and location. However you need to provide evidence to support your findings. You may  want to divide the consumer into two categories such as 18-25 and then 25 over, this may help you understand each consumer more clearly. Please provide a mood board to reflect the consumer demographics.