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Country Report

Luxury Writing Instruments and Stationery in

Luxury Writing Instruments and Stationery in Italy

16 pages, Feb 2018

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Competition from luxury wearables to limit performance

Luxury writing instruments and stationery, after consolidating its recovery towards the end of the review period, is expected to record flat constant value sales over the forecast period. Much in line with the review period, the performance of the category will likely continue to be affected by the growing penetration of electronic devices.

Technology an opportunity for growth

Nevertheless technology should be approached by players as an opportunity to grow rather than a threat to their success. As is expected to happen with watches, luxury connected pens could evolve strongly in the future.

Innovative areas of development

Sales of luxury writing instruments and stationery will increasingly be driven by gift and aspirational purchases, which is why items such as notebooks and diaries are expected to perform better than writing instruments, as they are more aesthetically pleasing. In addition, luxury stationery is expected to benefit from the appeal of journals and notebooks for those busy consumers who would like to have more leisure time for journal writing or for being creative.

COMPETITIVE LANDSCAPE

Montblanc International continues to lead

Montblanc International continued to lead luxury writing instruments and stationery with its Montblanc brand in 2016. The company was also able to increase its value share.

Aurora maintains its presence

Aurora also benefited from its “gift” positioning, which was adopted during the review period. Since then, it has extended outside of luxury writing instruments, and today the brand covers a large range of leather accessories for desks.

Marketing activity linked to high-price products

The higher the price of a specific product or brand, the more promotional activities are usually undertaken on its behalf, which means that affordable luxury products witnessed limited activities towards the end of the review period, while aspirational luxury brands were mainly present through custom-made and tailored approaches to marketing, leaving only absolute luxury products to be supported through more extensive media advertising campaigns, although the manufacturers and retailers of these brands are also often involved in personalised marketing activities to their affluent core target audience.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Luxury Writing Instruments and Stationery industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Luxury Writing Instruments and Stationery industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Luxury Writing Instruments and Stationery in Italy market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Luxury Writing Instruments and Stationery in Italy?
What are the major brands in Italy?
How dynamic is the growth of Luxury Writing Instruments and Stationery internet sales?
What is driving growth?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply function

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Luxury Writing Instruments and Stationery in Italy - Category analysis

HEADLINES

PROSPECTS

Competition from luxury wearables to limit performance

Technology an opportunity for growth

Innovative areas of development

COMPETITIVE LANDSCAPE

Montblanc International continues to lead

Aurora maintains its presence

Marketing activity linked to high-price products

CATEGORY DATA

Table 1 Sales of Luxury Writing Instruments and Stationery: Value 2012-2017
Table 2 Sales of Luxury Writing Instruments and Stationery: % Value Growth 2012-2017
Table 3 NBO Company Shares of Luxury Writing Instruments and Stationery: % Value 2012-2016
Table 4 LBN Brand Shares of Luxury Writing Instruments and Stationery: % Value 2013-2016
Table 5 Distribution of Luxury Writing Instruments and Stationery by Format: % Value 2012-2017
Table 6 Forecast Sales of Luxury Writing Instruments and Stationery: Value 2017-2022
Table 7 Forecast Sales of Luxury Writing Instruments and Stationery: % Value Growth 2017-2022

Luxury Goods in Italy - Industry Overview

EXECUTIVE SUMMARY

Italian political situation prevents further growth

The Italian middle class slowly returns

Dynamic growth for less expensive luxury brands

Domestic consumption to sustain luxury goods

Distribution shares are impacted by the growth of internet retailing

MARKET INDICATOR

Table 8 Number of High Net Worth Individuals (HNWI): 2012-2017

MARKET DATA

Table 9 Sales of Luxury Goods by Category: Value 2012-2017
Table 10 Sales of Luxury Goods by Category: % Value Growth 2012-2017
Table 11 Inbound Receipts for Luxury Goods by Country of Origin: Value 2013-2017
Table 12 NBO Company Shares of Luxury Goods: % Value 2012-2016
Table 13 LBN Brand Shares of Luxury Goods: % Value 2013-2016
Table 14 Distribution of Luxury Goods by Format and Category: % Value 2017
Table 15 Forecast Sales of Luxury Goods by Category: Value 2017-2022
Table 16 Forecast Sales of Luxury Goods by Category: % Value Growth 2017-2022

Megatrends

Country Report

Luxury Writing Instruments and Stationery in Italy

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Competition from luxury wearables to limit performance

Technology an opportunity for growth

Innovative areas of development

COMPETITIVE LANDSCAPE

Montblanc International continues to lead

Aurora maintains its presence

Marketing activity linked to high-price products

Overview

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Samples (FAQs about samples):

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Table of Contents

Luxury Writing Instruments and Stationery in Italy - Category analysis

HEADLINES

PROSPECTS

Competition from luxury wearables to limit performance

Technology an opportunity for growth

Innovative areas of development

COMPETITIVE LANDSCAPE

Montblanc International continues to lead

Aurora maintains its presence

Marketing activity linked to high-price products

CATEGORY DATA

Luxury Goods in Italy - Industry Overview

EXECUTIVE SUMMARY

Italian political situation prevents further growth

The Italian middle class slowly returns

Dynamic growth for less expensive luxury brands

Domestic consumption to sustain luxury goods

Distribution shares are impacted by the growth of internet retailing

MARKET INDICATOR

MARKET DATA

SOURCES

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