Case Study: Launching a Fashion Podcast in Milwaukee

Introduction

Milwaukee's fashion scene is a dynamic blend of historical significance and contemporary innovation. With a rich legacy in apparel manufacturing and a burgeoning community of designers and fashion enthusiasts, the city presents a fertile ground for a fashion-focused podcast. This case study explores Milwaukee's fashion landscape, assesses the current state of fashion podcasts, and identifies opportunities for a new podcast to engage and inform the local audience.​ Shepherd Express. In this blog post I am laying the groundwork for why I think we need a podcast here.

Milwaukee's Fashion Scene: An Overview

Milwaukee has a storied history in fashion, transitioning from a hub of industrial manufacturing to a center for fashion education and design. Institutions like Mount Mary University have played pivotal roles in nurturing design talent, offering programs in merchandise management and design since 1965. The city also boasts a vibrant community of local designers and boutiques, particularly in areas like the Historic Third Ward, which has emerged as a fashion district featuring both local boutiques and national retailers. ​Shepherd Express BizTimes

Fashion Industry Statistics

Apparel Manufacturing in Milwaukee As of the second quarter of 2024, the Milwaukee-Waukesha metropolitan area recorded 12 private business establishments within the apparel manufacturing industry. Among these, 10 are specifically involved in cut and sew apparel manufacturing—a core segment that continues to show modest growth compared to previous years. This reflects a stable yet steadily evolving manufacturing landscape, signaling an ongoing interest in domestic production and a growing demand for locally made, quality garments. The presence of these establishments supports the regional economy while offering opportunities for small-batch production, customization, and fashion innovation.

Retail Presence in Fashion

The retail side of the fashion industry remains a key component of Milwaukee’s style economy. In the fourth quarter of 2021, the Milwaukee-Waukesha-West Allis area was home to 426 private business establishments in the clothing and clothing accessories store sector. This robust presence highlights strong consumer demand and a dynamic retail environment, where both local boutiques and national chains contribute to a vibrant shopping culture. The healthy volume of retail outlets suggests that fashion continues to play a central role in the region’s commercial landscape.

Local Fashion Design Careers

Fashion design also represents a promising career path in the Milwaukee metro area. In 2020, fashion designers earned a median annual salary of $61,010, with the top 10% of earners bringing in up to $122,280. These figures illustrate the financial viability and potential for upward mobility within the local design community. As the region fosters both manufacturing and retail growth, fashion designers are positioned to benefit from increased opportunities for collaboration, innovation, and entrepreneurship. This convergence of talent, production, and retail creates a fertile ground for Milwaukee’s fashion scene to thrive.

Current Landscape of Fashion Podcasts in Milwaukee

Milwaukee’s vibrant and growing fashion community is notably underrepresented in the local podcasting space, with only a handful of shows even occasionally touching on fashion. Existing podcasts like Crème De La Style and isolated episodes from broader lifestyle series highlight fashion but do not offer consistent, dedicated coverage. This lack of fashion-focused audio content presents a clear opportunity for Fashion Pulse to emerge as the definitive voice of Milwaukee’s fashion scene. By spotlighting local designers, stylists, cultural tastemakers, and industry events, Fashion Pulse can fill this gap—serving as a central hub for fashion discourse, elevating regional talent, and connecting Milwaukee’s unique style identity with broader audiences.

Audience Interest and Demand

Milwaukee's fashion community is increasingly embracing sustainable practices, reflecting a broader global shift towards eco-conscious consumerism. A notable indicator of this trend is the projection that the global secondhand clothing market will nearly double, reaching $350 billion by 2027, growing three times faster than the overall apparel market. Fortune Locally, this movement is evident in the popularity of vintage boutiques like Plume in Bay View, where shoppers seek unique, quality pieces as alternatives to fast fashion. According to general manager Alisa Chojnacki, there's a growing awareness of the environmental impacts of mass-produced clothing, leading to increased interest in vintage and secondhand options. Spectrum News 1​

Further fostering this sustainable ethos, the Milwaukee Fashion Network—hosted by the Edessa School of Fashion in partnership with the Milwaukee Artist Resource Network (MARN)—organizes monthly events focusing on topics like sustainability. These gatherings provide a platform for fashion professionals and enthusiasts to connect, share ideas, and promote eco-friendly practices within the industry. MARN Such initiatives underscore Milwaukee's commitment to building a fashion ecosystem that values sustainability, innovation, and community engagement.​

Potential Podcast Topics of Interest

To effectively engage listeners, the podcast could explore a variety of topics, including:

• Local Designer Spotlights: Interviews and features on Milwaukee-based designers, highlighting their work, inspirations, and contributions to the local fashion scene.​

• Sustainable Fashion Practices: Discussions on thrifting, upcycling, and the environmental impact of fashion choices, resonating with the community's growing interest in sustainability.​

• Fashion Education and Careers: Insights into local fashion programs, career paths, and industry trends, providing valuable information for aspiring fashion professionals.​

• Event Coverage: Reports and analyses of local fashion events, such as shows, exhibitions, and networking gatherings, keeping the audience informed about the latest happenings.​

• Historical Perspectives: Explorations of Milwaukee's fashion history, examining how past trends and industries have shaped the current landscape.​

  
  

Listener Engagement and Comparative Analysis

Milwaukee's podcast listenership is steadily growing, with an estimated 38,746 residents actively engaging with podcasts and audiobooks. The audience skews younger, with 50.2% of listeners between the ages of 18 and 24, followed by 33.6% aged 25 to 34. While only 6.8% fall within the 35 to 44 age range, this demographic is notable for its increasing engagement, particularly with lifestyle, fashion, and culture-driven content. The gender distribution is nearly even, with 50.5% identifying as female and 49.5% male, reflecting a balanced opportunity to reach both men and women with fashion-related conversations. Income levels vary across the board, but 36.3% of listeners earn over $60,000 annually, placing them in a consumer segment with discretionary income to invest in fashion and personal branding. Additionally, 89.9% of Milwaukee listeners use Android devices, highlighting the importance of mobile-first podcast accessibility and cross-platform availability.

National Podcast Trends

On a national level, podcast consumption continues to surge. Among U.S. adults aged 25 to 64, weekly podcast listening has climbed to 25%—a significant rise from under 5% just five years ago. This growth is especially pronounced in major urban centers, where 31% of residents in the top 30 markets tune in weekly, compared to just 17% in smaller areas. The 25–44 age bracket is particularly active, exhibiting a 5% higher engagement rate than other age groups, a statistic that aligns strongly with Milwaukee's youthful podcast demographic. These trends underscore a powerful shift in media consumption habits, favoring the authenticity, intimacy, and on-demand nature of podcasts.

Fashion Podcast Potential in Milwaukee

Given the local and national data, there’s a strong case for launching a fashion-focused podcast in Milwaukee. The city's young and diverse audience is already engaging with audio content, and there's clear potential to expand into niche, culturally resonant topics like fashion. By delivering content that is both locally relevant and stylistically aspirational, a fashion podcast can position itself as a unique voice within Milwaukee’s creative scene. From exploring local fashion events and spotlighting stylists to discussing trends, personal style, and the business of fashion, the podcast has the potential to build a loyal, style-savvy listener base. The opportunity lies not just in entertainment, but in curating a platform that contributes meaningfully to Milwaukee’s evolving fashion discourse.

Conclusion

Milwaukee's rich fashion heritage and active community present a compelling case for the introduction of a dedicated fashion podcast. By addressing the interests and needs of local listeners, such a podcast can fill the existing gap, foster community engagement, and celebrate the city's unique fashion identity.​

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