The Big Idea

At the moment I have spotted quite a few adverts which feature printed textures on top of the original image, as can be seen below with Odd Molly and Juicy Couture, and I think we will see more and more of them in the near future:

But why print these textures? Why not actually stitch onto the advertisements? This would really make brands stand out from those 2D competitors! And it would give potential consumers a real 'feel' for the brand, enabling them to use more of their fives senses.