With the continuous evolution and innovation of digital media forms, podcasts characterized by in-depth communication and emotional resonance have become a new direction for brands to layout.
As an emerging form of media, podcasts can provide a more in-depth and personalized way to display content. Apparel brands can better tell their own brand stories through podcasts and show a rich and three-dimensional brand image from different aspects. Podcasts also have a strong accompanying and emotional connection, and listeners tend to listen in a more private environment, like a conversation between friends, which helps to strengthen the intimate relationship between brands and consumers.
Now in its sixth season, Dior's podcast "Dior Talks" invites artists, partners and friends of the Maison to engage in in-depth discussions on topics of interest, their works and the challenges ahead. It not only shows the fashion perspective of the Dior brand, but also provides a stage for artists and cultural influencers to express themselves freely, which is of great significance to enhance the brand's image and cultural values.
Gucci's "Gucci Podcast" is a rich and diverse set of 20-30 minutes long, covering fashion, art, culture and more. This regular update ensures the continuity and stability of the content, while also giving fans the opportunity to keep up with the latest brand dynamics and cultural trends.
Chanel's "Chanel Connects" invites thought leaders, artists and creators from around the globe to explore key issues about contemporary culture through a weekly update format, helping listeners better understand and appreciate the diversity and complexity of culture and art.
Louis Vuitton's Louis Vuitton [Extended], hosted by French fashion journalist and documentary filmmaker Loïc Prigent, is updated every two months, with episodes lasting about 20-40 minutes. Through the podcast series, listeners can delve into LV's brand history, creative core and savoir-faire, learn about the designers, artists and craftsmen associated with LV, and embark on a creative journey of inspiration.
菲拉格慕（Salvatore Ferragamo）推出全新“Shoemaker of Dreams”系列播客，跟随创始人Salvatore Ferragamo先生的脚步，追溯品牌的起源与发展的历史。
Prada collaborated with the podcasts "Random Fluctuations" and "Youth in Trouble" to show the relationship between people and things that is both confined to and beyond commodity attributes and exchange value, as well as the personal history, family history and social history behind it, and explore the changes in thought and culture in the course of fashion's century-long history.
Coach and Cosmos have invited four podcasts, "Girls in Love", "Except Your Weapons", "Meaning of Swallows" and "Centrifugal Libido", to talk about how to live "on your own terms" from four aspects: dressing, working, socializing, and marriage.
Cartier launched the "Women's Perspective" podcast, which continues to explore the possibility of women's empowerment, help more excellent women's views to be disseminated, open up a new space for women's views to be expressed, and show more people Cartier's support and understanding of women's groups.
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Whether tracing the origin and development history of the brand, telling the brand story and design concept, or exploring the creative core, ideas and projects of the brand, brands enter the podcast to attract a wide audience with high-quality content and diverse themes, enhance the public's awareness of the brand, and deepen the emotional connection with consumers.
Driven by these international luxury brands, more and more apparel brands have created or cooperated with well-known podcast platforms to launch brand podcasts.
Since April, Levis, known for its classic American style and free-spirited culture, has launched its first Chinese podcast "Words of Lee", and domestic bag brand Songmont has launched a brand podcast "Yamashita Sound".
According to data from market research institute eMarketer, the number of listeners of Chinese podcasts has reached 86 million in 2021 and more than 100 million in 2022, and the consumption scale of podcasts in the Chinese market will maintain an average annual growth rate of 15.8% between 2023 and 2024, ranking first in the world. As more brands realize the potential of podcasts, so does the amount of ad spend spent on podcasts. As niches become increasingly important to advertisers, podcasts also represent a major opportunity for native marketing.
Compared with traditional visual media, podcasts contain more narrative elements, such as storytelling, expert interviews, etc., which help brands innovate and differentiate their content and attract more users who are looking for in-depth information. While "short-frequency" content on social media tends to attract a lot of fast-moving traffic, the deep communication and emotional resonance provided by podcasts have a stronger long-tail effect, which can bring long-term value to brands. Quality podcast content can be listened to over and over again, and over time, it will build up a loyal following and a steady audience for your brand. Podcasts offer apparel brands another differentiated opportunity for market positioning and branding.