Luxury Writing Instruments and Stationery in Italy

PROSPECTS

Increasing digitalisation continues to limit development

Luxury writing instruments and stationery recorded only negligible current value growth in 2018. In line with the review period, the performance of the category was impacted by the growing penetration of electronic devices in Italy.

Demand for tangible experiences is an opportunity for growth

Nonetheless, the growing digitalisation trend is counterbalanced by rising demand for tangible experiences. In order to compensate for the increasing time spent on electronic devices and their hectic lifestyles, Italians are seeking leisure activities that are able to stimulate emotions and creativity and express their personality.

Internet retailing gains further share

Luxury writing instruments and stationery are mainly distributed through traditional specialist retail stores, which tend to be independent and located in city centres. The choice of store-based distribution channels for luxury writing instruments and stationery is considered crucial by luxury brands in order to preserve and leverage their luxury image.

COMPETITIVE LANDSCAPE

Montblanc International continues to lead

Montblanc International continued to lead luxury writing instruments and stationery in value terms in 2017, thanks to its Montblanc brand. Montblanc is distributed through a network of 16 mono-brand boutiques and many selected multi-brand jewellery and watch specialist retailers in Italy.

Expansion into other categories

Due to the sluggish performance of luxury writing instruments and stationery over the review period, Montblanc International has also been focusing on other more dynamic categories, including luxury timepieces, as well as the rather new category of luxury wearables, launching its first luxury smartwatch Montblanc Summit in 2017.

Aurora maintains its second position

The preference for brands which enjoy high recognition and have been available in the marketplace for longer, amongst both Italian and international buyers, benefited heritage brands such as the Italian brand Aurora, which maintained its second position in 2017. Aurora will celebrate its 100th anniversary in 2019, and is expected to mark the occasion with special limited editions and events.

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