Iconic luxury brand Louis Vuitton has announced the launch of its first-ever Chinese-language podcast series, Louis Vuitton [Extended]. This innovative initiative seeks to highlight the brand’s essence from a fresh, multifaceted perspective.
Set to release its first episode on October 11, the debut season draws inspiration from LV’s new Shanghai City Guide, a book that is part of the brand’s ongoing collection of city guides. It will feature dialogues with Shanghai’s leading creative professionals, including writers, actors, and directors, unravelling the city’s rich past, vibrant present, and promising future.
The launch comes just one month after Louis Vuitton made waves in the international podcast arena with the overseas release of Louis Vuitton [Extended] in September 2023. Hosted by renowned French fashion journalist and documentary filmmaker, Loïc Prigent, the series takes listeners on a journey through the history, creative spirit, and craftsmanship of the LV brand. It also offers unique insights into the minds of designers, artists, and artisans intimately tied to LV’s legacy.
China’s podcast realm has seen a massive boom in the last few years, reaching 25,000 Chinese podcast programs and 86 million listeners in 2022. According to 2020 data collected by PodFest, a podcast-themed conference in China, the primary audience comprises individuals aged 22 to 30 who live in top-tier cities and hold bachelor’s degrees or higher.
By launching a podcast series catered specifically to Chinese listeners, Louis Vuitton can tap into the upscale podcast demographic while cultivating a deeper connection with a more diverse consumer base. As the brand intertwines its narrative with the dynamic essence of Shanghai, it sets a precedent for leveraging localised content in podcasts as a marketing tool.