Luxury Writing Instruments and Stationery in Argentina

PROSPECTS

Category is immune to economic crisis

Luxury writing instruments and stationery stands out for a wide variety of brands, many of them at relatively affordable prices and with a very important mid-income clientele. Despite the economic crisis, sales of these products generally did not suffer and recorded significant growth in unit terms.

Various strategies to boost the purchases of young consumers

Although Argentinians have not stopped writing, the new generations have a much stronger link with technology, which is why companies carry out different strategies so that these consumers are attracted to luxury writing instruments and stationery. One strategy is to launch products linked more to millennials, such as smartwatches, and this is precisely the doorway to get to know the brand.

A promising future

Over the forecast period, important retail growth for luxury writing instruments and stationery is predicted for several reasons. First of all, there is the expected return of an important variety of brands such as Cartier, which closed its store in the first years of the review period due to the impossibility of importing products.

COMPETITIVE LANDSCAPE

Montblanc opens new premises in Buenos Aires

In 2014, Montblanc closed its two stores in Argentina, located on Alvear Avenue and Unicenter Shopping, due to the impossibility of importing products, and therefore not having adequate stock to satisfy the demand of its customers. It was also decided at the same time to deliver the representation of the brand to Simonetta Orsini, a traditional jeweller from Argentina.

Limited space for internet retailing

Non-grocery specialists was the main distribution channel of luxury writing instruments in 2018, followed by mixed retailers. The sales of these products through internet retailing remained insignificant.

Swarovski continues to target mid-income consumers

Swarovski has the advantage of offering products with an excellent design and affordable prices. Unlike other brands, Swarovski has several locations in the country, including in the Patio Bullrich shopping centres or Dot Baires Shopping.

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