The evolution of the podcast as a marketing tool in fashion luxury brands

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The evolution of the podcast as a marketing tool in fashion luxury brands
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Published: Jun 30, 2023
DOI: https://doi.org/10.21555/rpc.v5i1.2864
How to Cite
Gargoles, P., & Garcia Hiljding, I. (2023). The evolution of the podcast as a marketing tool in fashion luxury brands. Revista Panamericana De Comunicación, 5(1), 23–31. https://doi.org/10.21555/rpc.v5i1.2864

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Paula Gargoles
Universidad Panamericana
Isabel Garcia Hiljding
ESNE Escuela Universitaria de Diseño, Innovación y Tecnología, España

Abstract

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.

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Author Biographies

Paula Gargoles, Universidad Panamericana

Paula Gárgoles holds a PhD in Applied Creativity from the University of Navarra with the thesis "Reputational model for the fashion industry". With a degree in Journalism from the Complutense University of Madrid, she has specialized in fashion at the Fashion Institute of Technology in New York and at the Future Concept Lab in Milan, where she also worked. She holds an Executive Fashion MBA from ISEM Fashion Business School. She has been Visiting Scholar at the University of Zagreb, teacher and lecturer at European universities. She is currently a researcher at the School of Communication at the Universidad Panamericana, Campus Mexico and consultant for fashion brands and personal brands.

Isabel Garcia Hiljding, ESNE Escuela Universitaria de Diseño, Innovación y Tecnología, España

Isabel García Hiljding holds a PhD in Applied Creativity from the University of Navarra with the thesis "The essential capabilities of the luxury and fashion company. The case of LOEWE", a degree in Bilingual Business Administration and Management from the University of Navarra, and an Executive Fashion MBA from ISEM Fashion Business School. She has been a visiting scholar at the University of Stockholm and has presented at numerous international conferences. She has worked in multinational companies such as Chanel and KPMG and currently teaches at UDIT University of Design, Innovation and Technology and at CEDEU, where she teaches Fundamentals of Business Management, Business Strategy and Marketing.

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