Luxury Writing Instruments and Stationery in Argentina

PROSPECTS

Category sales continue to slide amidst a shift towards electronic communication

The double-digit volume sales declines recorded in luxury writing instruments and stationery over the review period as well as during 2019 can be attributed mainly to the declining use of writing instruments and paper stationery. Argentinians are increasingly relying on electronic devices to communicate with friends and family.

Category outlook set to be closely linked to developments in Argentina’s economy

The outlook for luxury writing instruments and stationery in Argentina during the forecast period will inevitably be closely tied to the economic situation which unfolds in coming years. If the current adverse economic situation improves substantially, consumer spending is likely to increase and demand for luxury writing instruments and stationery can be expected to rebound somewhat.

Falling real incomes narrow the consumer base for the category

As the real incomes of many Argentinian people continued to decline towards the end of the review period, the result of currency depreciation and general economic uncertainty, the consumer base for luxury writing instruments and stationery become appreciably narrower. Specifically, the upper middle-class people who were previously enthusiastic buyers of these products, mainly as gifts for special occasions, are finding it increasingly difficult to justify spending huge amounts on these products at a time of falling discretionary spending.

Specialist retail channels remain the first choice for luxury writing instruments

in Argentina, luxury writing instruments are sold mainly via high-end jewellery and watch specialist retailers, highly specialised upmarket stationary retailers or exclusive stores that specialise in expensive gift items. Internet retailing is not yet a very well-developed distribution channel for this category.

COMPETITIVE LANDSCAPE

Caran D’ache appeals to ethical consumers via its partnership with Nespresso

With sales of luxury writing instruments under extreme pressure due to falling discretionary spending, category players have been forced to become creative in their efforts to appeal to vast numbers of consumers. One notable example of this during 2019 was Caran D’ache’s collaboration with Nestlé to create luxury pens made from aluminium sourced from recycled Nespresso-brand fresh coffee pods.

Montblanc has a traditional approach to the promotion of luxury writing instruments

During 2019, the iconic Montblanc brand focused as promotional efforts on more traditional ways of attracting the attention of consumers. As in previous years, Montblanc sponsored and hosted events attended by numerous celebrities, including some of the most famous people in Argentina.

Parker bets on a broad positioning to manage declining demand

Although Parker remains a minor name in luxury writing instruments and stationery in Argentina, the renowned international brand has strong hopes that its broad positioning will stand in good stead as it seeks to take advantage of the adverse economic situation in Argentina. Parker offers a very wide variety of luxury writing instruments, as well as less expensive products which fall outside of the Euromonitor International classification of luxury goods.

Files are delivered directly into your account within a few minutes of purchase.