Is it Time to Write Obituary for Digital Luxury Yet?

(source: Vogue Business)

Is it Time to Write Obituary for Digital Luxury Yet?Is the Instagram Party for Luxury Brands Really Over?
͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     ͏     
Forwarded this email? Subscribe here for more
Is it Time to Write Obituary for Digital Luxury Yet?
Is the Instagram Party for Luxury Brands Really Over?
Shantanu Sengupta
Mar 27 

READ IN APP

(image is AI-genrated)
Guess what's common between Sabyasachi, ROLEX, CHANEL, and even Bottega Veneta - some of the biggest names in global luxury?
They are quietly re-thinking their Digital.
WHY?
Because attention ≠ action.
Because impressions ≠ influence.
Because a ‘like’ doesn’t mean a customer will walk into your store.
Think about it: When ROLEX launches a new collection, do ultra-high-net-worth individuals browse Instagram ads?
NO! They visit private boutiques instead for an exclusive experience.
In the ever-evolving world of luxury marketing, this is indeed a fascinating shift!. Brands that once dominated the digital platforms like Instagram, are now re-evaluating their strategies, turning back to the tactile allure of print media. Despite massive followings, many high-end brands are scaling back on digital-first campaigns.
This pivot raises some compelling questions:
Is the digital dominance waning for luxury brands?
More importantly, what does this intriguing transition means for the future of luxury marketing.
The Digital Allure and Its Challenges
Digital platforms have undeniably transformed the marketing landscape. They offer unparalleled reach, precise targeting, and real-time engagement metrics. For luxury brands, platforms like Instagram became virtual runways, showcasing opulent designs to a global audience.
However, as the digital space becomes increasingly saturated, the effectiveness of these channels is being questioned. Social media drives awareness but struggles to create deep emotional connections. The wealthiest consumers aren’t as engaged on Instagram as we assume. Metrics like ‘leads’ are misleading - 20% of users generate 80% of them.
Recent data from the Vogue Business Index H1 2025 highlights a "digital recession," characterized by decreased engagement and views across digital platforms. Despite Dior reclaiming the top digital spot and Ralph Lauren entering the top five, overall consumer engagement has declined. This suggests that while digital presence remains crucial, its impact is diminishing as consumers become more selective and less responsive to online content. (source: Vogue Business)
(image via VogueBusiness)
Resurgence of Print: Tangibility in a Virtual World
Amidst digital fatigue, print media is experiencing a renaissance, especially among younger demographics like Gen Z. The revival of i-D magazine in the UK, after its hiatus since 2023, exemplifies this trend. Spearheaded by Karlie Kloss, the magazine's return taps into a growing nostalgic demand for tangible, collectible items. Thom Bettridge, the new editor-in-chief, emphasizes appealing to readers who value uniqueness and authenticity over fleeting digital trends. (source: The Guardian)
High-end buyers still read Vogue, Robb Report, and Financial Times - where luxury positioning matters.
This shift underscores a broader movement where consumers seek deeper, more meaningful connections with brands—something that the tactile nature of print media uniquely offers.
Why Luxury Brands Are Embracing Print Again
Social media drives awareness but struggles to create deep emotional connections. The psychology of exclusivity thrives in tactile, immersive experiences.
Several factors contribute to luxury brands' renewed interest in print advertising:
Sensory Experience: Print provides a tangible interaction that digital platforms cannot replicate. A premium print ad commands full attention - no scrolling, no ‘skip’ button. High-quality paper, exquisite photography, and elegant layouts engage multiple senses, enhancing the perception of luxury.
Credibility and Trust: Print materials are often perceived as more credible and trustworthy compared to digital ads, which can sometimes be associated with spam or fraudulent content. Well-designed print materials can enhance a brand’s credibility.
Targeted Audience: Luxury magazines and high-end publications cater to a specific demographic, ensuring that advertisements reach an audience aligned with the brand's identity.
A notable example is the luxury fashion brand Prada, which has leveraged cultural engagements like the 'Sound of Prada' event to strengthen its digital performance. This strategy highlights the importance of integrating cultural relevance into marketing efforts. (source: Vogue Business)
A Harmonious Balancing Act
While the resurgence of print is noteworthy, it's essential to recognize that digital platforms still play a vital role in a comprehensive marketing strategy. The key lies in integrating both mediums to leverage their unique strengths.
For instance, digital platforms offer immediacy and interactivity, allowing brands to engage with consumers in real-time. They provide valuable data analytics, enabling brands to tailor their messaging effectively. On the other hand, print offers a lasting, immersive experience that can elevate a brand's prestige and deepen consumer relationships.
3-Ways to navigate Luxury marketing in 2025
Move Beyond Digital-Only Thinking: 
Luxury thrives on multi-sensory storytelling. Hence, adopt an Integrated Approach. Combine digital visibility with print, PR, and private events. Combine digital and print media to create a cohesive brand narrative. Use digital platforms for broad reach and engagement, while employing print media to provide depth and a tactile connection.
Focus on Quality Content: 
Sell Desire, not just Awareness. Luxury purchases aren’t transactional. They are aspirational. Whether digital or print, prioritize high-quality, authentic content that resonates with your target audience. Invest in superior design, compelling storytelling, and culturally relevant themes. Instead of chasing ‘leads,’ create moments that make people want to step into your world.
Re-imagine Digital’s Role. 
Conduct thorough research to comprehend where your audience spends their time and how they prefer to engage with content. Tailor your strategy to meet them where they are, considering factors like age, interests, and media consumption habits. Use social media for storytelling and community-building - not hard selling. Let digital set the mood, but let prestige media, retail, and experiences seal the deal.
Crafting the Future of Luxury Marketing
The evolving landscape of luxury marketing suggests that neither digital nor print should be viewed in isolation. Instead, a symbiotic relationship between the two can create a more robust and effective strategy. By embracing the tactile allure of print alongside the dynamic capabilities of digital platforms, luxury brands can craft immersive experiences that captivate and engage their discerning audiences.
As we navigate this shifting terrain, the brands that will thrive are those that remain adaptable, attuned to consumer preferences, and committed to delivering excellence across all mediums.
The Instagram hype isn’t over... But the rules are changing... FAST!
Should luxury brands move beyond digital-first strategies, or is this just a temporary shift? Over to you!