Luxury Writing Instruments and Stationery in Russia

PROSPECTS

Increasing digitalisation continues to have negative impact on demand for luxury writing instruments and stationery

Actual demand for luxury writing instruments and stationery in Russia continued to decline in 2019, a trend experienced over much of the review period, and one that is predicted to continue into the forecast period. This category continues to be negatively impacted by increasing digitalisation in the country, leading to greater use of various digital devices within both the work and home environment.

Inbound visitors continue to offer lifeline to sales, with an increasing focus on this consumer segment

Stronger demand for luxury writing instruments and stationery is increasingly being driven by inbound receipts with foreign visitors continuing to gain value share of expenditure within the category. This trend is being supported by the introduction of a tax-free system in 2018, which continues to encourage an increasing number of foreign tourists to visit Russia to take advantage of more competitive prices of luxury goods.

Brands look to expand target audience by attracting younger affluent consumers through digital marketing

With increasing adoption of internet retailing as a viable distribution channel for luxury writing instruments and stationery, particularly driven by younger tech-savvy consumers or the middle class segment looking for luxury brands that may offer greater affordability through special discounts, players may look to attract a different strategy to attract a wider audience moving forward. 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.

COMPETITIVE LANDSCAPE

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Well-established and globally-renowned brands that benefit from highly developed distribution networks such as Montblanc, Louis Vuitton and Cartier continued to lead luxury writing instruments and stationery in Russia in 2018. These brands enjoy strong recognition and awareness amongst both local consumers and foreign visitors to the country.

Interesting marketing strategy utilised by Montblanc to commemorate launch of the space race

Montblanc took part in an interesting and ambitious promotion by sending an updated version of its Montblanc StarWalker pen into the stratosphere in October 2019 in Russia. The event was broadcast by various bloggers on Instagram with images provided by attached Go-Pro cameras.

Luxury brands must continue to expand target audience and attract collectors with unique designs and limited editions

With interest in luxury writing instruments and stationery continuing to wane in Russia, brands are predicted to continue to focus on attracting foreign tourists, expand their target audience in an attempt to attract younger wealthier consumers looking for differentiation amongst their peers by utilising online communication and marketing, in addition to launching limited editions and unique collections that may appeal to affluent collectors. The latter could be one strategy to support higher value sales despite declining volume demand.

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