Luxury brands are invading the podcast market at a phenomenal rate. They are bursting with creativity and originality to offer thoughtful audio content that can form real communities of fans.
Podcasts are the new communication tool of the moment, and all luxury brands are snapping them up. It’s a great way to improve your brand image with the younger generation, but also to promote your latest news.
Balenciaga on Spotify
In March 2023, Balenciaga launched its profile on the music streaming platform Spotify. The new account features a wide range of playlists presented as part of Balenciaga Music.
This is a collaborative project with the fashion line Demna, which produces mini merchandising collections in collaboration with musical artists. The French-Malian singer Aya Nakamura and the American group Pink Martini have already got their hands dirty.
Balenciaga is also planning to use the platform to broadcast ambient music for its fashion shows, created by techno-symphonic musician BFRND.
A podcast on sustainable luxury
As part of its commitment to protecting biodiversity and the traceability of creations for a more sustainable luxury, Kering is launching a new podcast: Fashion Our Future.
The idea of the podcast is to bring together a series of experts and leaders from the fashion industry to provide transparent answers on sustainability.
Indeed, the brand is raising awareness among a wide audience about the importance of sustainable development thanks to its easy-to-use format. It targets the group’s future recruits by tackling thematic subjects such as the raw materials used in the fashion and luxury goods industry.
For example, the second episode of the podcast, “Trace me if you can”, dealt with advances in the traceability of their products.
Discussion on the new masculinity
Givenchy has also set out to conquer the world of audio creations, following the launch of its new men’s fragrance Gentleman Society. Its podcast is called “Givenchy Conversations”.
Journalist Pierre M’Pelé invites artists and creators such as musician Mad Keys and French dancer Jikamanu to talk about their passions and their vision of masculinity. It’s a way of appealing to the new alpha and Z generations of consumers, who are keen on podcasts.
The episodes are available on all platforms and produced in English, with episodes lasting approximately 20 minutes.
The first episode, for example, features British artist Benjamin Clementine. The British singer and composer is also the face of the men’s fragrance. A QR code on the flap of the Gentleman Society fragrance box will also allow you to listen to the episodes.
What about you?
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