Opening a new post topic today on My Blog Box with “Fashion Brands’ podcasts: The Case Studies Box by My Marketing Toolbox”.
This monthly exercise aims at analysing a podcast launched by a fashion/luxury brand to understand better how podcasting can be used to increase your reach, foster your community, and, consequently, develop your sales.
This month, The Case Studies Box by My Marketing Toolbox focuses on Dior Talks, one of the podcasts run by Dior.
This case study will be composed of 4 main parts:
The podcast identity card
What worked well
What could be improved
The main lessons to learn
The information and interpretation I am going to share in this new project are my own personal analysis of this brand’s podcast, based on my knowledge of the brand, the fashion and luxury sector, the marketing, and more precisely the podcasting industry. And, of course, based on my own sensibilities. It doesn’t aim at being completely objective and you have the right to disagree with my analysis. In all cases, I would be happy to exchange with you on your own interpretation of the podcast “Dior Talks”.
Dior Talks - Podcast Identity card
Name of the podcast: Dior Talks
Brand: Dior in collaboration with Calliopé Agency
Podcast description: “Step inside the contemporary Dior mind with ‘Dior Talks’, a series of podcasts aimed at bringing together both the people who directly shape the creative direction of the House and those whose artistic, cultural or intellectual impact influence its narrative.”
Format: Interviews of people who collaborated with the house done by Justine Picardie, Katy Hessel, Charlotte Jansen
Quantity of seasons: 6
Total quantity of episodes: 39
Episode average duration: 30 minutes
Podcast main topic: Feminism and art with 4 main focus: feminist art, Heritage, Female gaze, feminism
Language: English with some episodes in Italian
First episode release date: March 8 2020
Last episode release date: September 21 2021
Podcast objective: Branding
Podcast target audience: A niche audience of people with an understanding in arts and culture, in the main values of luxury in general and of the House of Dior in particular. People wishing to know the brand on a deeper level, a more intellectual one, going beyond the fashionable aspect and the star system.
What worked well...
I found the magazine format with the interviews done by people external to the brand but an authority in their respective fields very enticing.
The editorial line focus is very interesting with women and arts at its center. I reflects the society current challenges, the positioning of Maria Grazia Chiuri on feminism and it anchors the brand into its time and questionings, making it more relevant to its targeted audience.
The variety of profiles and nationalities interviewed gives a kind of universality to the experiences shared during these interviews and shows that the brand is not just French or Italian but international.
This podcast also gives an insight on how the creative director works on her collections and shows’ concepts, some insider’s takes which help to better understand the brand’s positioning and messages it wants to spread.
The way these interviews are indirectly used to promote the brand is clever. It’s not pure advertisement, it’s soft branding. It’s not about convincing you to buy a Dior product but convincing you to adhere to the brand’s values and fights. We know it’s about Dior but it’s done in a soft way, through the eyes and perception of people who collaborated with the House and to whom we can relate.
What could be improved...
It’s difficult to find something that could have been improved. Luxury houses aim at perfection. There are few points, though, on which I would have focused more:
The sound quality is not always great. However, it has to be taken back into its context. It was the pandemic and lockdowns. It wasn’t possible to record in a studio to obtain the perfect sound quality. And, to be honest, it doesn’t prevent the podcast to be interesting.
The regularity of publishing is a bit hectic. Some months, there were 1 episode per week, some months, just 1 episode per month. Again, it may also be linked with the period but also with the format. Interview episodes are harder to organise than solo episodes. You need to take into consideration the availabilities of your guest.
Main lessons to learn from Dior Talks...
Focus on a target audience. Determine a niche audience and create an editorial line dedicated to them. Don’t hesitate to have a podcast for each target audience. Dior released other podcasts with different angles on the brand depending on the people they were targeting.
Use your podcast to show a human face of your brand. Don’t aim at perfection. Allow imperfection to happen. Especially when it comes to luxury brands, we tend to expect a high level of perfection. What’s more important is the quality of your content and to what extent you make people think about deeper concepts with different takes on them.
Use your podcast for soft branding. Instead of talking non stop about your brand and your products, talk about topics linked with your brand’s values. Moreover, the interview format with interviewers outside of the brand, the variety of profiles interviewed will add depth to your brand and will help you to gather your community around shared values.
Work on your regularity. Make sure that your episodes are published regularly. If you choose a weekly frequency, every 2 weeks or a monthly frequency, stick to it. It will make people longing forwards for your next episode as a way to be in contact with your brand.
Did you listen to Dior Talks? Do you agree with this analysis? Feel free to share your impressions with me.
Do you feel inspired to launch your own podcast? For starters, you can check out my article “What you need to create your podcast free of charge (or almost)” and download your “Podcast Starting Kit Cheat Sheet”.