Print

Luxury brands sporadically use black-and-white print advertisements and the contrast when flipping through the latest issue of a magazine can stop a reader in her tracks. But there actually may be a strategy behind black-and-white ads.

Marketers pulling out the big guns in Condé Nast’s Vanity Fair February issue likely points to the current uplift in mood for both luxury brands and consumers.

French fashion house Christian Dior tapped actress Mila Kunis as its new brand ambassador and will break a first look of the campaign Jan. 29 with print images in The New York Times.

CurtCo Media-owned Robb Report is focusing on luxury travel and experiences to anchor its January edition, using lifestyle and travel marketers to complement the editorial.

American Express Publishing’s Departures magazine is using advertisements from travel and hospitality brands such as Conrad Hotels & Resorts and Corinthia Hotel to promote peace-of-mind, which the publisher believes is indicative of the entire luxury industry.

Luxury marketers such as Rolex, Chanel, Tiffany & Co. and Clive Christian have helped increase Condé Nast-owned Architectural Digest’s advertising fill rate 112 percent year over year.

The launch of luxury-focused magazines such as Vogue, Allure and Myself in markets including Russia, the Netherlands and Italy is indicative of a booming luxury print market, according to industry experts.

Condé Nast’s W magazine’s annual gift guide supplement is up 57 percent in advertising pages from last December and highlights a number of luxury gift options from the likes of Chanel, Christian Dior, Patek Phillipe and Bottega Veneta throughout the editorial content.

New York-based department store Bergdorf Goodman’s latest print magazine contains a large amount of fashion pictorials, editorials and interviews with luxury designers, paving the way for brands in the publishing industry and increasing consumer engagement with Bergdorf.

Jeweler Tiffany & Co. is using print catalogs to help increase brand recall and get branded products in front of affluent consumers’ eyes this holiday season.