Luxury Writing Instruments and Stationery in Malaysia

PROSPECTS

Development of competing technologies continues to slow growth

Major advances in technology and the widespread use of gadgets like smartphones and personal computers continue to further limit growth within luxury writing instruments and stationery. Indeed, luxury writing instruments such as fountain pens and ballpoint pens now tend to be used more as a status symbol.

Ongoing premiumisation of traditional stationery brands boosts value sales

The further premiumisation of various traditional stationery brands was seen in Malaysia during 2019. An exclusive partnership between Bentley and Graf von Faber-Castell was recently launched via the introduction of the first collection of luxury writing instruments and accessories under the iconic Bentley brand.

Themed multi-category launches help leading players raise brand awareness

A growing number of leading luxury brands are also investing in launching luxury writing instrument ranges in the same theme across multiple areas. For example, Montblanc StarWalker consists of a matching notebook and pen pouch in the same theme as Montblanc’s other luxury timepiece product line.

COMPETITIVE LANDSCAPE

Leading international producers benefit from reputation for excellence

International luxury houses like Richemont and LVMH continue to dominate luxury writing instruments and stationery. Under its Montblanc brand, Richemont remains highly active regarding the launch of limited edition luxury writing instruments, including The Montblanc Happy Holiday Circus notebook and fountain pen in conjunction with the recent holding of its Greatest Showman exhibition.

Strong consumer trust ensures monobrand outlets continue to lead distribution

Monobrand stores continue to grow in popularity within luxury writing instruments, with leading brands prioritising distribution of a comprehensive range of luxury goods in one store. Luxury writing instrument brands like Montblanc, Louis Vuitton and Tiffany & Co are commonly distributed through monobrand stores.

Offering of customised ranges helps attract image conscious consumers

A growing number of leading brands are offering a customisation service as a competitive strategy to attract image conscious Malaysian consumers. For example, the Montblanc Manufacture Bar provides a shopping experience that allows customers to test a wide range of writing instruments.

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