Luxury writing instruments and stationery was suffering from declining interest at the end of the review period, with sales stabilising. This is due to the structural decline of the category and a waning interest in products from consumers.
Despite considerable losses across the category, writing instruments fared better than luxury stationery items in luxury writing instruments and stationery in 2020. This is due to the fact that these products are more relevant to French consumers who would rather invest in or gift luxury fountain pens rather than other stationery products.
All brands in luxury writing instruments and stationery suffered declining sales in 2020, due to the impacts of the COVID-19 crisis. Not even the popular German brands were able to withstand the negative effects of COVID-19 in 2020, even though they hold the lion’s share of luxury writing instruments and stationery.
Most manufacturers and retailers in luxury writing instruments and stationery expect the category to decline over the course of the forecast period. Indeed, the category is not expected to recover pre-COVID-19 sales performance within the forecast period.
Chinese and other Asian consumers are a key target audience for luxury writing instruments and stationery, as other international consumers from the United Kingdom, Italy or Germany are able to purchase products in their own countries. Due to the lasting effects of the COVID-19 pandemic, which is expected to necessitate lengthy travel restrictions during the forecast period, Asian consumers are not expected to make a rapid return to France.
As in the past, e-commerce will continue to support sales of luxury writing instruments and stationery over the course of the forecast period, but this will be at the expense of the still-dominant store-based retailing. Luxury writing instruments and stationery is well-suited to e-commerce as consumers do not usually require testing, see or touch products in this category before purchasing them.
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This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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