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Learn moreFeb 2020
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Blue chip companies, especially those in the financial industry, are renowned for awarding their top-performing employees with luxury writing instruments as corporate gifts. According to trade interviews, it is through such corporate gifts that employees are introduced to luxury brands and often become returning customers, more open to trying other products or higher-priced items in the same brand line.
Luxury writing instruments are inaccessible to many consumers in South Africa. A small group comprising wealthy local shoppers, aspirational consumers with high-paying jobs, collectors and corporate clients drive sales.
Some brands carry such high pricing that they are only accessible to a small pool of consumers. At the price at which they retail, they must compete with other luxury items for aspirational consumers’ cash.
Montblanc leads retail value sales by far within luxury writing instruments and stationery in South Africa. The brand is a favourite among luxury shoppers and very popular as a corporate gift item.
Brands such as Parker are perceived as being luxury brands in South Africa, although they are not tracked under luxury goods by Euromonitor International. Luxury brands such as Montblanc have to compete with such brands, which take sales away from them.
Apart from brand perception, a lack of brand-awareness is another factor affecting sales. However, this is true only for consumers who are new to the world of luxury and who may not be in possession of all the necessary information prior to making a purchase.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Luxury Writing Instruments and Stationery industry in South Africa with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Luxury Writing Instruments and Stationery industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.