The podcast market has taken off and it looks like the fashion world is waking up to podcasts too.
According to numbers from Edison, 67 million Americans listen to podcasts monthly and 40 percent of Americans have listened to a podcast at some point, with monthly listeners growing more than 20 percent year-over-year. From a marketing perspective, podcasts represent a conversational and low-cost format to educate and entertain an audience. As niche markets become increasingly important to advertisers, podcasts also represent a major opportunity for native marketing.
Yet, while the medium has been embraced by the technology, media and entertainment industries — and is a market projected to be $250 million this year in the US alone, up from $167 million last year — it remains largely untapped by fashion. The obvious reason for the industry’s reticence is that fashion is a visual medium, more fitted to Instagram than iTunes.
“When you read a fashion week review or a piece on fashion history, you get a much smaller readership compared to eye-candy market [stories],” explains Leandra Medine, founder of Man Repeller. “It can be a bit challenging to channel the magic [of fashion] into a podcast.”
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