Games Workshop’s annual report could teach French Connection about how to communicate with investors. It’s all about the detail…

Granted, there’s more space in an annual report, but since today’s results were fashion brand French Connection’s opportunity to dazzle investors with their new recovery plan, it’s a shame it didn’t.

Its problem is obvious, the shops are losing money. The plan offers solutions that can be summarised in two words, "better retailing".

The problem is that’s obvious too. It doesn’t inspire confidence the company will achieve it. The confidence comes in the detail.

Unlike French Connection, Games Workshop is doing very well, but it’s more candid about the problems, and explains how it will achieve the solution:

Problem:

It has long been our belief that the most important factor in the performance of a Hobby centre is the quality of the manager. It is perhaps surprising therefore that until last year Games Workshop has not had a consistent approach to manager recruitment…

Solution:

…Over the last 12 months a cross functional project team has established the best approach to recruiting good Hobby centre managers and has rolled this process out across the world.

Method:

We now have dedicated recruitment, induction, training and coaching resources for new Hobby centre managers in every territory. At each stage in this process, managers are assessed on their attitude and in particular on their 'fit' with Games Workshop. This is a rigorous process: we screen more than 100 applications to deliver one successful candidate.

By not explaining how it will be a better retailer, French Connection has left me wondering whether it even knows.