Fashion brands still spend money for print ads despite the rise of digital media, according to research from the online publication, Business of Fashion. Instagram’s fashion influencer marketing has only led to material product sales in rare situations. Although online marketing is perceived to lead to instant recognition, often, it does not have the desired impact on sales. 

When walking into local stores at Eaton or Beachwood Mall, many checkout countertops have piles of the season’s latest catalog magazines. These catalog magazines are from popular local stores like Free People, North Face, Kendra Scott, Vans, Express and Aldo. 

According to BoF, print ads better retain the cultural credibility of whichever brand is being portrayed. For example, the cover stories of Vogue, Harper’s Bazaar and Vanity Fair create continuous conversations about culture and ethnicity that occurs for weeks or more, both online and in person.  

For the editorial staff at Elle or Vogue, the branded content is more than just a paid digital advertisement. Each title on the cover of their magazines, according to BoF, requires the latest respected fashion photographers, writers and stylists to establish a quality print ad. The glossy print ads in fashion magazines are appreciated by their loyal fans and often bought as collector’s items.  Additionally, releasing a monthly or bi-yearly magazine builds anticipation, which engages the consumers. 

“I love fashion magazines!” Daniella Flores, a junior at John Carroll University, exclaimed. “And I definitely think they give off a different vibe. They exude a form of confidence and motivation to the consumer. Whenever I look at a fashion magazine, I immediately want to change my wardrobe and replicate those models and look more into the brands.” 

 Flores is one of those fashionistas who seek the kind of individuality that only print fashion magazines capture. And for those worried about killing trees to make these magazines, according to the BoF, they are being manufactured from recycled paper to support the sustainability movement across the fashion industry.

Editor’s Note: Information from The Business of Fashion was used in this article.