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Compact case
Subject category: Marketing
Glyn Atwal (Burgundy School of Business); Douglas Bryson (Rennes School of Business)
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4 pages
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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.


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


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