Despite the rebound to growth in 2021, luxury writing instruments and stationery did not return to the level of sales seen in 2019, due to the continuing impact of the pandemic. Nevertheless, leading players continued to use different strategies to attract consumers.
Digitalisation is affecting sales of luxury brands, as consumers, especially younger consumers, are shopping online more to find brands that meet their needs. Due to the COVID-19 pandemic, customers had to use e-commerce to purchase even those products they had not previously.
Richemont remained the leading company in luxury writing instruments and stationery in Australia in value terms in 2020, supported by its strong brand portfolio, including Montblanc, Cartier and Dunhill. Specialist brands such as Montblanc, Visconti and Sailor maintain their competitive positions because of their heritage and distinguished reputation, which creates top-of-mind awareness for consumers seeking writing materials.
Current value sales of luxury writing instruments and stationery saw a rebound in 2021, but it will take until at least 2024 to reach pre-COVID-19 levels. The category will face slow recovery over the forecast period as reduced international tourism and a sluggish economy are likely to hamper sales.
Luxury writing instruments and stationery will continue to be challenged by innovation and competition from digital devices. However, this could be mitigated by providing more immersive and interactive in-store experiences for consumers.
Consumers in Australia are living increasingly busy lifestyles, with long working hours. This can lead to mental health issues, including stress, anxiety and sleep disorders.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Australia 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 Australia, 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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