Why are these luxury brands launching podcasts in 2021?

Dior, Chanel, Hublot... Few luxury brands have not launched a branded podcast, and whether for internal or external communication, the branded podcast seems to be the most relevant format for growth. Screen fatigue? Trendy? Either it's sheer madness for the sake of the microphone, or there's something about audio content you just don't know... We're breaking down this "luxury podcast" trend right now...

Which luxury brands have taken up podcasting?

We should ask which luxury brands have not started podcasting yet. In this situation, there are several brands to consider.

• The jewelry sector with Omega
• The hotel industry with the Peninsula
• The automotive industry with Ferrari, Lamborghini, Maserati.

Today, virtually all the major luxury brands offer podcast collections, including :

• "Dior Talks" and "Dior Stories" by Dior,
• LVMH's "Confidences particulières",
• "3.55" CHANEL's podcast,
• "Gucci" with English pop legend Elton John,
• "Inspire" by Cartier.

What do branded podcasts bring to the luxury sector?

In France, branded podcasts have experienced a significant surge in popularity, with a 48% increase in listenership according to a Harris study. It may seem unusual, but luxury brands including Balenciaga, Louboutin, Chanel, and Thierry Mugler have already taken advantage of this medium and made investments.

• Bookshops and museums to tell their story with the Christian Louboutin exhibition at the Palais de la Porte Dorée,
• Bistros and cafés, including Café Saint Laurent Rive Droite or Ralph's, owned by Ralph Lauren,
• Social networks, by multiplying collaborations with influencers on Instagram and Tik Tok.

Some individuals have suggested that the increase in podcast popularity is solely due to the current health crisis. While it has certainly contributed to the growth of luxury brand podcasts as physical events have been limited, the truth is that these brands have recognized the value and effectiveness of this modern form of communication. In fact, the utilization of podcasts as a branding tool by luxury companies is a significant development.

How can podcasts reach luxury brands?

One of the major objectives of the luxury sector is to reach the younger generation, but it is very difficult to capture and maintain the attention of a generation capable of :

• Scroll quickly,
• Switch from one Instagram story to another,
• Completely stop using one social network in favor of another (rest in peace, Facebook)

Podcasts are highly appreciated by 18-25 year-olds and young working people (CSP+), who make up 3.4 million podcast users in France(Source: Havas agency and the CSA institute)This means they can whisper in the ear of Generation Z... For several dozen minutes. Yes, I wrote "several minutes" because - unlike stories, posts and articles - podcasts are listened to for an average of 30 minutes.

Can podcasts help storytelling for luxury brands?

Whether in jewelry, fashion or the hotel business, luxury houses are not new - they all have a story to tell. This story is the one with a capital H. It's the one that makes you stay for hours in front of a documentary, the one that makes you passionate about a subject, the one that makes you dissect tons of archives. And just as well, it's exactly what the modern consumer expects! And just as well, it's exactly what the modern consumer wants!

• Learn the history
• Discover the secrets of manufacturing,
• Backstage access.

And that's exactly where podcasts come into their own... This audio format allows you to tell a story over a long period of time. It's totally suited to luxury goods, because it's a :

• Premium: currently perceived as classy,
• Immersive: to draw the listener into your world,
• Innovative: offering a different approach from other formats.

Why have some luxury brands not yet embraced podcasting?

You may wonder why ALL luxury brands haven't (already) switched to audio content if it's so good. However, many luxury brands are considering the idea that people still need to see their products. At Calliopé, we don't oppose this notion, but we believe that branded podcasts are now the best way for luxury brands to generate envy. The days when branded podcasts were seen as counterintuitive are over. They create an emotional connection between the audience and the brand, while images are often consumed quickly and without much thought.

A podcast to give a voice to those who are rarely heard in the luxury sector?

Podcasts are significant for luxury brands as they can stand alone, without the need for a product launch. They can be utilized to humanize the brand and create a personal connection with consumers. For instance, Dior has its Dior Talks podcast, which highlights the female artists it has collaborated with. The primary purpose of podcasts is to offer a completely free space for expression.

• In-house designers,
• Artists partnered with the brand.
• Other guests are experts in their fields.

Branded podcasts unveil the House's convictions, values, and vision are reflected in its actions, which include collaborations and projects. Which luxury house podcast would you like to listen to?

Avner UZAN