Print isn’t dead, it just got more luxurious.
You wouldn’t expect a digital agency to be extolling the virtues of print, but when it comes to conveying prestige it is undeniably in a class of its own.
Print plays a crucial, quantifiable role in the luxury sector, offering brands unique tools to elevate their image in ways that digital simply cannot. Quality, exclusivity and craft—the essence of luxury—are profoundly communicated through print’s sensory details: the touch of premium paper, the richness of custom inks, and elegant finishes like embossing and foil. This is why luxury brands are increasingly investing in print as a strategic asset.
Recent figures paint a compelling picture:
According to a 2025 Forbes report, 19% of luxury brands intend to increase their print spending, up from 17% in 2024, clearly recognising print’s power to “sell a dream” and craft emotional connections that digital often lacks.
Statista’s 2025 findings reveal that 74% of global luxury consumers consider print media to be a trusted source of brand information.
In the U.S., luxury magazines report an average return of $3.94 for every dollar spent on print ads, while print advertising holds a 90% brand recall rate, far surpassing digital mediums.
Demonstrating the value of tangibility, 60% of affluent millennials say they enjoy receiving direct mail from luxury brands and cite “technology overload” as a reason they appreciate printed communications.
On the brand side, leading luxury advertisers record direct mail open rates of up to 90%, compared to the low single-digit open rates common in email campaigns.
Notably, industry trends show:
Major fashion labels such as Burberry, Gucci, and Chanel are continually returning to high-production-value print catalogues and luxury magazines, using them as centrepiece brand touchpoints.
Experiential enhancements - like textured stocks, scent integrations, and bespoke packaging - are increasingly common, helping foster that sense of “aspirational distance” and exclusivity that digital screens simply cannot provide.
As digital becomes ever more crowded, luxury brands value print not just for attention, but for what can be measured: greater engagement, longer dwell times, more purchases, and enduring loyalty. Print is the only channel capable of delivering such multi-sensory depth, authenticity, and status in a lasting, tactile form.
If you want to say luxury, we say: say it in print.