Abstract

GARGOLES, Paula  and  GARCIA HILJDING, Isabel. The evolution of the podcast as a marketing tool in fashion luxury brands. Rev. panam. comun. [online]. 2023, vol.5, n.1, pp.23-31.  Epub Sep 08, 2023. ISSN 2683-2208.  https://doi.org/10.21555/rpc.v5i1.2864.

March 2020 changed the history of the world. And it also changed the fashion luxury industry. A virus attacked the whole world, whole nations were in lookdown and time stopped. This study’s aim is to examine how the brands used their podcasts as a marketing tool during the periods of pre-COVID and post-COVID. The four selected fashion luxury brands were: Chanel, Hermés, Dior and Gucci. Additionally, this study also aims to identify the frames, the longevity, the duration, related media and the language used and to compare them before march 2020 and after in order to understand how the podcasts are becoming a successful strategic marketing tool for luxury brands and if these brands have changed and modified their content due to the pandemic.

In conclusion of the study and after analyzing the four podcasts of the world’s leading fashion luxury brands, it can be said that we have not detected significant changes in the way the podcast is managed by the brands or the content broadcasted, between pre- and post-COVID episodes.

Keywords : marketing; podcast; luxury brands; pandemic; COVID-19.

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