Despite the recovery seen by most luxury categories in 2020 and 2021 after the difficulties imposed by COVID-19, writing instruments could not see the same good results. As a very social category, the main segment of luxury pens is strongly connected to use during business occasions for signing contracts or taking notes in presential meetings.
Considering the challenging scenario that luxury writing instruments has been facing, the main players leading the sector are making efforts to invigorate the appeal of their brands. Since 2013, the Graf Von Faber-Castell brand has launched new pens annually in limited editions that usually refer to special designs, historical themes and very special accessories such as fine wood cases that bring a unique experience for final consumers.
Despite the slower growth pace of luxury writing instruments in Brazil, the online platforms for luxury second-hand items usually offer multi-category portfolios. For this reason, the growing number of e-commerce platforms dedicated to reselling luxury products can be seen as a propeller for most related categories.
Digitalisation plays a strong role in making consumers gradually more distant from the category of writing instruments. Together with more casual fashion becoming predominant in working environments, such conspicuous symbols of status tend to become less appealing for most consumers.
Despite the timeless appeal of traditional luxury pens and the expected maintenance of the strong appeal of these items with collectors, technology defies the projections identifying where the bulk of the sales will come from in the future. In a similar movement to luxury timepieces more frequently becoming smartwatches in partnership with providers of technology, luxury writing instruments is beginning a process of absorbing more options with digital features.
The prospect of controlling the COVID-19 pandemic with mass vaccination allows luxury writing instruments to project recovery in the coming years. The expectations for the post-pandemic scenario rely on the resumption of more social activities.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Brazil 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.
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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 Definitions
This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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