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Case
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Reference no. 523-0038-1
Subject category: Marketing
Published by: Audencia EESC
Published in: 2023
Length: 6 pages
Data source: Field research

Abstract

This is part of a case series. This case study aims to understand the issues raised by responsible communication. It is based on the situation of the Eram group, specialized in responsible fashion. The different brands of this group are gradually transforming their business models towards more sustainability. One of its main brands, GEMO wishes to promote its commitments. The Gemo team is launching a competition for communication agencies to accompany it in this complex exercise. The communication must support the brand's efforts while enriching the Eram group's global approach. This case study therefore allows us to take an interest in all the targets and/or stakeholders, the targets of communication.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in February 2022.

Geographical setting

Region:
Europe
Country:
France
Location:
St Pierre Montlimart

Featured company

Gémo (Eram group)
Employees:
1001-5000
Turnover:
EUR 845 million (in 2021)
Type:
Privately held
Industry:
retail business (clothes and shoes)

Featured protagonist

  • Anonymous, Head of communication department or CSR department

About

Abstract

This is part of a case series. This case study aims to understand the issues raised by responsible communication. It is based on the situation of the Eram group, specialized in responsible fashion. The different brands of this group are gradually transforming their business models towards more sustainability. One of its main brands, GEMO wishes to promote its commitments. The Gemo team is launching a competition for communication agencies to accompany it in this complex exercise. The communication must support the brand's efforts while enriching the Eram group's global approach. This case study therefore allows us to take an interest in all the targets and/or stakeholders, the targets of communication.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in February 2022.

Geographical setting

Region:
Europe
Country:
France
Location:
St Pierre Montlimart

Featured company

Gémo (Eram group)
Employees:
1001-5000
Turnover:
EUR 845 million (in 2021)
Type:
Privately held
Industry:
retail business (clothes and shoes)

Featured protagonist

  • Anonymous, Head of communication department or CSR department

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