Luxury Writing Instruments and Stationery in Romania

PROSPECTS

In a fully digital era, luxury writing instruments and stationery prospers

Although consumers now use fewer pens and pencils, those who do, want high-quality products. Luxury writing instruments and stationery continued to record stable current value and retail volume growth in 2018.

Luxury writing instruments – an acquisition of a true experience

Luxury goods in general witnessed several changes over the last two decades. A new competitive landscape has been created owing to various factors such as volatile economic trends, prompt digital transformations, and changing consumer preferences.

Opportunities for growth

Rising demand for luxury writing instruments will aid overall growth of the category in Romania over the forecast period. In addition, the adoption of personalised pens as a gifting option is also anticipated to drive growth.

COMPETITIVE LANDSCAPE

Montblanc continues to lead luxury writing instruments and stationery

The key competitors of luxury writing instruments and stationery include Montblanc, Montegrappa, Louis Vuitton and Parker. Even though it continued to lose value share, Montblanc retained its leadership overall and remained the most coveted brand in luxury writing instruments and stationery in 2017, based on the strength of its brand expertise in manufacturing luxury writing instruments as well as its history and culture.

Limited activities witnessed on social media

Compared with other luxury goods, writing instruments and stationery is not advertised as much through social media. Because style and design is what shapes purchasing decisions for bags, jewellery and timepieces, posting pictures of these products on social media is necessary to capture consumers’ attention.

Manufacturers are expanding into other industries

As consumers are shifting towards electronic note-taking, brands are diversifying their range of products. All companies in the category are global players and therefore the diminishing demand for writing instruments and stationery, whether luxury or mass-market, is negatively affecting their revenues.

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