Luxury Writing Instruments and Stationery in Indonesia

PROSPECTS

Gifting a key driver of sales of luxury writing instruments and stationery

Gift giving has become more popular recently in Indonesia, driven in part by rising incomes. This gift giving is not just for birthdays, but also for anniversaries, congratulating a new job/graduation, weddings, a new baby, and other special events such as religious celebrations.

In an increasingly digital world luxury writing instruments may become valuable relics

One of the main purposes of people buying luxury writing instruments is as a way to reflect social status. Usually luxury writing instruments are used as personal accessories or as a reflection of a person’s position in the office.

Handwritten messages continue to carry weight in Indonesia

Exclusivity and rarity are two of the characteristics that consumers are attracted to, and they therefore increase the likelihood of Indonesians purchasing luxury writing instruments. Furthermore, handwritten messages are still seen as more meaningful in Indonesia than a digital note such as an email or a smartphone message.

COMPETITIVE LANDSCAPE

Montblanc maintains lead in luxury writing instruments and stationery

Montblanc led luxury writing instruments and stationery in 2018 with it being an established brand that carries a high level of prestige. Consumer awareness of the brand is strong since it is available in major bookstores such as Gramedia, with sales of the product having remained high over the years.

Brand profile key but marketing remains limited

There is limited marketing from the leading brands for their luxury writing instruments and stationery, with the relatively small size of the category and the limited consumer base not warranting significant investment beyond in-store displays. Instead, many brands look to associate themselves with other luxury brands or luxury services to help raise their image as a must-have luxury item.

Hermès looks to the future with its literary inspired Nautilus range

Although more women are joining the workforce, male executives remain the key consumer base for luxury writing instruments and stationery, in large part due to their greater number. One player to successfully reach this audience during the review period was fashion label Hermès, which saw one of the most dynamic growth rates in 2018.

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