In a world where social media dominates marketing channels, brands like Madhappy, Patta, and Bottega Veneta are rediscovering the power of print magazines to convey their stories and values. This shift comes as brands seek to cultivate deeper connections with their audiences, escaping the crowded and often superficial landscape of social media.
For instance, Patta’s co-founder, Guillaume “Gee” Schmidt, recognized this need for a more impactful medium. At just 20 years old, Schmidt has fully embraced the print revival by launching Patta’s own magazine. He explains that the magazine serves as a platform to slow down the fast-paced digital dialogue and express the brand’s multifaceted identity. “We have so much to tell because we do so many things, and due to the nature of the world we live in, it’s a challenge to just slow things down,” said Schmidt. Magazines allow for a depth of storytelling often lost in social media’s instant consumption model.
Interestingly, Madhappy also ventured into print with its biannual magazine, Local Optimist. This magazine isn’t merely a product showcase; rather, it embodies the brand’s ethos of connection and optimism. The company dedicates only a small space to product promotion, reflecting a commitment to building emotional connections rather than quick sales. “The mission isn’t to get people to buy Madhappy, it’s to get them to be associated with a good feeling,” explains Meaghan McGovern, editor-in-chief of Local Optimist.
The trend is not limited to these brands. Jordan Brand partnered with the street culture magazine Sneeze for a unique issue centered around its iconic Air Jordan 1 sneaker. This approach allowed the brand to craft narratives that resonate with various subcultures—like skateboarding and graffiti—thus enhancing its appeal. Such editorial content adds depth and context to the products, creating a richer experience for the consumer.
While embracing print offers significant benefits, it does come with challenges. Producing a high-quality magazine requires substantial time and resources. The effort reflects a commitment to brand building rather than direct sales. Meaghan McGovern describes this endeavor as a “labor of love,” signifying that while the magazines may not drive immediate sales, they play a crucial role in fostering brand loyalty.
One of the key insights gained from this print resurgence is its ability to extend a marketing campaign’s life span. According to Bradley Carbone, managing editor of Sneeze, print allows for a more sustained presence in consumers’ minds compared to social media, where engagement metrics tend to peak and then plunge rather quickly. Carbone notes that “print allows you to be in front of higher-quality eyeballs for a longer amount of time,” which is particularly valuable in today’s fragmented attention economy.
Moreover, print also appeals to a sense of community that many digital experiences lack. Emily Huggard, a fashion communication professor at the Parsons School of Design, highlights how Gen-Z is increasingly focused on community—a sentiment that print publications historically nurtured. Events like release parties at local bookstores or art shops reflect brands’ efforts to regain that tactile connection with their audience. For instance, Madhappy’s Local Optimist magazine is sold in indie bookstores, reinforcing a sense of belonging among its readers.
Bottega Veneta further illustrates this shift in strategy. Having eschewed social media in 2021, the luxury brand opted for an online magazine to reconnect with its audience through more curated, thoughtful content. The brand’s fanzines have been embraced with enthusiasm, showcasing the potential of print to reinvent brand narratives in a manner that’s tangible and memorable.
In terms of marketing budgets, experts suggest a balanced approach where 40% is allocated to digital, 40% to print, and 20% to influencer collaborations. This strategy ensures that brands can effectively navigate the shifting landscapes, capitalizing on the strengths of each medium. Corporate giants such as St. John and John Hardy have found that investing in print marketing does not diminish their digital strategies; rather, it complements them, offering a physical representation of their high-end products that stands in stark contrast to fleeting digital ads.
Indeed, the resurgence of print magazines in the fashion industry underlines a profound transformation in how brands communicate. By harnessing the characteristics of print—tangibility, longevity, and cultural resonance—brands like Madhappy and Patta are not merely selling products; they are telling stories and fostering communities. As these initiatives prove successful, it’s clear that old-school magazines are reclaiming their status as brands’ new favorite marketing tactic.
