Exploring Video Podcasting in Fashion Branding: A Comparative Study of Chanel and Nude Project
Journal
Springer Proceedings in Business and Economics
ISSN
2198-7246
2198-7254
Publisher
Springer Nature Switzerland
Date Issued
2025-10-18
Author(s)
Isabel Garcia Hiljding
Type
text::book::book part
Abstract
<jats:title>Abstract</jats:title>
<jats:p>Video podcasting has become an integral component of digital marketing strategies, particularly in the fashion industry, where brands strive to create immersive and engaging content. This study investigates the use of video podcasting as a branded content strategy through an analysis of two contrasting cases: Chanel and Nude Project. Using quantitative metrics such as episode frequency, duration, and audience engagement (e.g., views, comments, likes), alongside qualitative analyses of narrative frames, the study identifies key strategies employed by these brands. Chanel’s podcast, CHANEL Connects, focuses on cultural and artistic inspiration, reflecting the brand’s luxury ethos through minimalist production and intellectual discourse. In contrast, Nude Project’s podcast adopts a dynamic and prescriptive tone interviewing experts and placing emphasis on personal growth and community-building to resonate with its youthful audience. Despite their differences, both brands utilize video podcasts to enhance their narratives, showcase products, and engage their target demographics. The findings underscore the unique potential of video podcasting to bridge the gap between entertainment and marketing, offering measurable engagement and visual storytelling opportunities. This paper concludes that video podcasting is not merely a trend but a transformative medium for strengthening brand identity and fostering deeper consumer connections in the digital age.</jats:p>
<jats:p>Video podcasting has become an integral component of digital marketing strategies, particularly in the fashion industry, where brands strive to create immersive and engaging content. This study investigates the use of video podcasting as a branded content strategy through an analysis of two contrasting cases: Chanel and Nude Project. Using quantitative metrics such as episode frequency, duration, and audience engagement (e.g., views, comments, likes), alongside qualitative analyses of narrative frames, the study identifies key strategies employed by these brands. Chanel’s podcast, CHANEL Connects, focuses on cultural and artistic inspiration, reflecting the brand’s luxury ethos through minimalist production and intellectual discourse. In contrast, Nude Project’s podcast adopts a dynamic and prescriptive tone interviewing experts and placing emphasis on personal growth and community-building to resonate with its youthful audience. Despite their differences, both brands utilize video podcasts to enhance their narratives, showcase products, and engage their target demographics. The findings underscore the unique potential of video podcasting to bridge the gap between entertainment and marketing, offering measurable engagement and visual storytelling opportunities. This paper concludes that video podcasting is not merely a trend but a transformative medium for strengthening brand identity and fostering deeper consumer connections in the digital age.</jats:p>