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Compact case
Subject category: Marketing
Authors:
Glyn Atwal (Burgundy School of Business); Douglas Bryson (Rennes School of Business)
Published in:
2019
Revision date:
26-Nov-2019
Length:
4 pages
Data source:
Published sources

Abstract

The case challenges students to critically assess the opportunities and risks of eSports communications for a luxury fashion brand. The phenomenal growth of eSports has created new communications opportunities on a global scale for many industries. However, luxury brands have been hesitant to leverage these emerging opportunities. Students are left to make and support a formal recommendation on whether a luxury fashion brand should consider eSports to be part of its communications strategy.

Topics

Marketing communications; Luxury branding; eSports; Luxury; Sports sponsorship

Setting

Featured company

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