Retail current value sales of luxury writing instruments and stationery plunged by more than a third during 2020. Lockdowns, store closures and increased price sensitivity all impacted demand, with many consumers avoiding purchases of unessential items.
Montblanc Italia Srl remained the clear leader in luxury writing instruments and stationery in 2020, accounting for more than a third of retail value sales. In spite of the pandemic, it has continued to launch new products, including a new collection inspired by 19th century French writer Victor Hugo and a special edition of the Meisterstück dedicated to American film director Spike Lee.
Even during the review period prior to the onset of the pandemic, retail current value sales of luxury writing instruments and stationery had been in decline. The increased use of digital devices presents a major challenge for brands in luxury writing instruments and stationery.
Retail current value sales of luxury writing instruments and stationery will expand throughout the forecast period, as the domestic economy recovers from the shock of the pandemic, social occasions and gifting opportunities proliferate and international tourism revives. A return (even if only partial) to the office and in-person business meetings will also provide support to demand for luxury writing instruments and stationery.
September 2021 saw the launch of Gucci Cartoleria, a pop-up store in Milan, to mark Milan Design Week. It is an homage the traditional world of stationery and includes a new collection of pieces that are also available both online and in traditional stores.
Luxury writing instruments and stationery are expected to remain a popular gift, and they could even grow in popularity as a more creative and authentic alternative to the homogeneity of digital culture in general and social media in particular. Brands are expected to emphasise the creative possibilities offered by luxury writing and stationery and stress the symbolic importance of luxury pens as a means of creativity and self-expression.
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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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