Luxury writing instruments and stationery saw an improved performance in retail volume terms in 2021 compared to 2020, despite sales continuing to decline. Retail volume sales of these products have been in decline for almost a decade, with this reflecting the changing face of the modern world.
The outbreak of COVID-19 and the introduction of a raft of measures to contain it resulted in many consumers switching to shopping online, including for luxury writing instruments and stationery. Even pre-COVID-19, there had been an increasing adoption of e-commerce as a viable distribution channel for luxury writing instruments and stationery, driven by younger tech-savvy consumers.
Cie Financière Richemont SA cemented its dominant position in luxury writing instruments and stationery in 2020, with its Montblanc and Cartier brands being the two most dynamic brands in the category. This strong performance was achieved thanks to the company’s efforts in promotion, advertising, good distribution and its pricing policy.
Luxury writing instruments and stationery is projected to continue recording a steady decline in retail volume terms over the forecast period. There is unlikely to be a significant shift in the ongoing move towards digital communications, with hand-written letters and communications likely to increasingly become somewhat of a niche area.
All players are set to focus on developing their e-commerce platforms over the forecast period. Digital marketing will therefore be an important strategy adopted by many brands looking to attract younger generations to the category, offering the allure of status and the chance to own a luxury product that could differentiate them from their peers, particularly as these consumers spend a great deal of time on their digital devices to communicate.
It is expected that strong and well-established brands such as Montblanc, Louis Vuitton and Cartier will retain a distinct advantage heading into the forecast period. The demand for luxury writing instruments does not just stem from the quality and craftmanship these products afford but also the status they give to the user.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Luxury Writing Instruments and Stationery industry in Russia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This includes luxury writing instruments – pens and pencils – and luxury stationery. Excludes colouring, markers & highlighters and writing accessories. Pen inks and refills are also excluded from this category along with all industrial or specialist pens (such as pottery pens, etc.). Luxury stationery includes personal organisers, diaries, notebooks, address books, writing paper, envelopes and greetings cards.See All of Our Definitions
This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!