Is Print Marketing Starting To Outweigh Social Media In The Fashion World?

Long gone were the days we used to flip open to page six to get all the gossip on our favourite celebrities. Nowadays, we simply flick over to Instagram and drown in the mountains of information. 

Or, so we thought. 

The fashion world has seen a recent resurgence in print marketing, with many major labels reigniting their past publications. A blend between catalogue and magazine, these new print marketing ventures are proving successful, drawing plenty of consumer attention.

What does print media offer the modern consumer? Why are they drawn to this medium? 

Read on to find out more. 

WHY IS PRINT MARKETING HAVING A COMEBACK?  

The modern consumer is no stranger to digital fatigue. 

Technology and screens are in our faces from the second we wake up. From turning off your alarm, to browsing X on the tube, to scrolling TikTok before bed, we spend pretty much every second of our day staring at a screen. 

https://www.tiktok.com/@thecedricmedar/video/7257579914960833794?is_from_webapp=1&sender_device=pc&web_id=7428266999635330593

This digital fatigue was only exacerbated by the pandemic, during which 36% of consumers globally felt digital fatigue; a rise of 47% in Gen-Z. As such, print has begun to make a comeback. In a world of digital overstimulation, print provides a way for viewers to connect authentically with brands on a unique level.

Beyond digital fatigue, print publications have a level of trustworthiness that often digital media can lack. Modern consumers are drowning in misinformation, faced with a constant struggle of trying to ascertain how trustworthy a source is. Print marketing, in contrast, offers some peace of mind. 

Print marketing also appeals to modern consumers’ desire for authenticity and omnichannel marketing. Authenticity is the chief concern of current audiences, which can often lead them to finding social media advertising unsatisfying. Print, however, feels more real, tangible, and thoughtful; easing consumer’s fears of inauthenticity. Omnichannel marketing is a key piece of this, enveloping consumers in a 360 degree marketing experience that targets them at every turn. 

@emmarosegreis

Print is making a comeback but will it be here to stay? #brands #marketing #trending #fashion #media we are seeing print from brands like @Summer Fridays @J.Crew Bottega @Nylon @Madhappy and more

♬ original sound – Emma Rose Greis

Brands everywhere are buying into the tactic. Madhappy launched Local Optimist in 2023, Jordan Brand worked with Sneeze magazine to create a brand issue in May of 2024, J.Crew released its first print catalogue since 2017, and Supreme and Palace drops this year featured print zines. 

Evidently, the fashion industry is leaning hard and fast towards print media. The medium allows brands to escape the many trappings of the algorithm; stand out, reach audiences directly, and establish a unique brand identity. Plus, avoid the many negatives of social media marketing. 

Digital media outlets have turned to print as well, with major names such as Vice, Spin, Complex and Nylon all releasing print magazines over the past year. 

Clearly, print is making a major comeback. A solution to digital fatigue and presenting a unique avenue to connect with consumers in an oversaturated market, print is becoming increasingly appealing to fashion brands. 

WHAT ARE THE BENEFITS OF PRINT MARKETING? 

Print marketing offers many benefits aside from its modern consumer appeal. 

Firstly, print marketing has a far higher response rate than email campaigns, In fact, whilst email campaigns have a 2.1% reply rate, direct mail campaigns have 9%. On top of this, 9.2% of consumers who received direct mail marketing were then driven online. 

@abcnewsaus

Old-fashioned print magazines are making an unexpected comeback. Nathan Morris and Kit Mochan for the Regional Reporting Team. Magazines Print Digital News Vinyl Tape #PhysicalMedia ABCNews

♬ original sound – ABC News Australia – ABC News Australia

Moreover, print is unique. Our digital age has pushed traditional print marketing out the window, making it no longer an overcrowded market, but a unique avenue. As such, it stands out distinctly from the millions of emails consumers receive every day. 

Additionally, print can offer marketers a more sleek, intentional marketing avenue. The medium can offer consumers a picture of a brand in a moment of time, all the while still fuelling other channels and building brand narrative. This is because it is not simply about convincing consumers to purchase products. It is about creating a rich and developed brand universe that your target audience falls in love with. 

Finally, print extends a campaign’s life span. Social media moves fast, and print allows a brand to be in front of high quality for a longer period of time; not just 10 seconds on Instagram, but 30 minutes as they flick through a magazine from front to back.

@kelscruss

I can do whatever I put my silly mind to! #fyp #printmedia #printisnotdead #medialiteracy #genz #genalpha #printmediahottie

♬ original sound – omotolaa

HOW DO WE STRIKE A BALANCE? 

So, is the future of marketing headed for print? Is social media marketing on its way out? 

Not quite. 

As with anything, the key here is moderation. Print is merely a piece in the extensively complex puzzle that is marketing. As previously mentioned, a 360 degree approach, that aims to reach audiences at every touch point, is the most effective way of marketing successfully in 2024. 

Print will never take over social media. The digital universe is far too ingrained into our way of life, woven into the very fabric of our society. However, it presents a unique opportunity for marketers who are seeking high quality views, and appreciate brand world building. 

Ultimately, the rise of print is a sight to behold. One that highlights the digital fatigue and hunger for authenticity modern consumers harbour. One that brands must cater too, lest they quickly fall behind.

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