Luxury writing instruments consumers in Argentina are driven by the in-store experience which, due to the COVID-19 pandemic, impacted the performance of players in the category. Seeing and feeling (weighing) pens and receiving expert assistance in stores are key in the decision-making process, especially if the product is a gift.
Sales of writing instrument products, such as luxury inks and ballpoint pens, are commonly driven by aficionados and collectors, but also boosted by gifting for both personal and professional reasons. Customisation and limited editions are therefore important in the innovation agenda of luxury writing instruments to attract consumers.
As the local economy continues to weaken due to several years of recession and the impact of the COVID-19 pandemic, international brands are facing issues with margins as import costs keep going up. On the one hand, imports costs are increasing because of a saturated global supply chain that is producing a scarcity of containers.
Although e-commerce does not offer consumers the same palpable experience as a store visit, there has been strong development of this channel, boosted by home seclusion due to the COVID-19 pandemic. Store-based retailing is, however, expected to return rapidly over the forecast period, but most players have already accelerated their omnichannel strategies in order to remain competitive and close to their customers.
As the local socioeconomic situation remains unstable, luxury brands could potentially focus on high-income consumers whose wealth and purchasing power has not been impacted by the COVID-19 pandemic. Even before the arrival of COVID-19 and the subsequent national lockdown, real incomes among many Argentinian people continued to decline towards the end of the review period, the result of currency depreciation and general economic uncertainty.
Argentinians are increasingly reliant on electronic devices to communicate with friends and family, and computers are now ubiquitous in all Argentinian workplaces and homes and are becoming increasingly common in classrooms. This has resulted in plummeting demand for writing instruments and stationery in general, with luxury items among those experiencing the strongest decreases in demand.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Luxury Writing Instruments and Stationery industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This includes luxury writing instruments – pens and pencils – and luxury stationery. Excludes colouring, markers & highlighters and writing accessories. Pen inks and refills are also excluded from this category along with all industrial or specialist pens (such as pottery pens, etc.). Luxury stationery includes personal organisers, diaries, notebooks, address books, writing paper, envelopes and greetings cards.
See All of Our DefinitionsThis report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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