Luxury Writing Instruments and Stationery in Italy

PROSPECTS

Little movement due to competition from smartphones

Luxury writing instruments and stationery saw little sales movement in 2019, due to lower consumer confidence. Moreover, category development continued to be curbed by the growing penetration of electronic devices, such as smartphones.

Growth expected, as consumers seek creative entertainment activities

Nevertheless, slow but stable current value growth is expected in luxury writing instruments and stationery, with a slow but increasing growth rate expected over the forecast period. This is because growing digitalisation will also boost the demand for more tangible experiences and creativity.

Internet retailing gains further share

Luxury writing instruments and stationery are mainly distributed through traditional specialist offline 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 increases its lead thanks to its strong reputation and long presence

Consumers prefer brands with high recognition and a long-standing reputation. For this reason, Montblanc remained the leading brand in 2018.

New launches to celebrate Aurora’s 100th anniversary

Domestic brand Aurora remained the second most important brand in luxury writing instruments and stationery in 2018, seeing a slight increase in its value share. Aurora celebrated its 100th anniversary in 2019, and celebrated with a revisitation of an iconic pen from the 1930s, called Internazionale.

Montblanc invests more in other categories due to sluggish growth

Manufacturers of luxury writing instruments continue to expand in other categories. For instance, although luxury writing instruments is the long-standing product category for Montblanc, and is still the most important, due to the sluggish performance of luxury writing instruments the leader has been investing more in luxury timepieces, luxury jewellery and luxury leather goods, and it launched its first smartwatch, Montblanc Summit, in 2017.

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