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Country Report

Luxury Writing Instruments and Stationery in

Luxury Writing Instruments and Stationery in South Africa

13 pages, Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Luxury writing instruments make popular corporate gifts

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.

Destination shopping limits growth opportunities

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.

Category suffers competition from other entry-level luxury categories

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.

COMPETITIVE LANDSCAPE

Iconic Montblanc remains the leading brand

Montblanc leads retail value sales 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.

Brand perception characterises the category

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.

Lack of brand awareness hampers category progress

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

Why buy this report?

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.

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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.

The Luxury Writing Instruments and Stationery in South Africa market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Luxury Writing Instruments and Stationery in South Africa?
What are the major brands in South Africa?
How dynamic is the growth of Luxury Writing Instruments and Stationery internet sales?
What is driving growth?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply function

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Luxury Writing Instruments and Stationery in South Africa - Category analysis

HEADLINES

PROSPECTS

Luxury writing instruments make popular corporate gifts

Destination shopping limits growth opportunities

Category suffers competition from other entry-level luxury categories

COMPETITIVE LANDSCAPE

Iconic Montblanc remains the leading brand

Brand perception characterises the category

Lack of brand awareness hampers category progress

CATEGORY DATA

Table 1 Sales of Luxury Writing Instruments and Stationery: Value 2013-2018
Table 2 Sales of Luxury Writing Instruments and Stationery: % Value Growth 2013-2018
Table 3 NBO Company Shares of Luxury Writing Instruments and Stationery: % Value 2013-2017
Table 4 LBN Brand Shares of Luxury Writing Instruments and Stationery: % Value 2014-2017
Table 5 Distribution of Luxury Writing Instruments and Stationery by Format: % Value 2013-2018
Table 6 Forecast Sales of Luxury Writing Instruments and Stationery: Value 2018-2023
Table 7 Forecast Sales of Luxury Writing Instruments and Stationery: % Value Growth 2018-2023

Luxury Goods in South Africa - Industry Overview

EXECUTIVE SUMMARY

Changing market due to macroeconomic conditions and evolving consumer base

Market experiences growth but ongoing decline in dynamism

Luxury goods market remains small in South Africa, with scope for further growth

Multibrand stores remain the main distribution channel

Positive prospects for changing luxury goods market

MARKET INDICATORS

Table 8 Number of High Net Worth Individuals (HNWI): 2013-2018

MARKET DATA

Table 9 Sales of Luxury Goods by Category: Value 2013-2018
Table 10 Sales of Luxury Goods by Category: % Value Growth 2013-2018
Table 11 Inbound Receipts for Luxury Goods by Country of Origin: Value 2013-2018
Table 12 NBO Company Shares of Luxury Goods: % Value 2013-2017
Table 13 LBN Brand Shares of Luxury Goods: % Value 2014-2017
Table 14 Distribution of Luxury Goods by Format and Category: % Value 2018
Table 15 Forecast Sales of Luxury Goods by Category: Value 2018-2023
Table 16 Forecast Sales of Luxury Goods by Category: % Value Growth 2018-2023

Megatrends

Country Report

Luxury Writing Instruments and Stationery in South Africa

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Executive Summary

New Report Guarantee

PROSPECTS

Luxury writing instruments make popular corporate gifts

Destination shopping limits growth opportunities

Category suffers competition from other entry-level luxury categories

COMPETITIVE LANDSCAPE

Iconic Montblanc remains the leading brand

Brand perception characterises the category

Lack of brand awareness hampers category progress

Overview

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Table of Contents

Luxury Writing Instruments and Stationery in South Africa - Category analysis

HEADLINES

PROSPECTS

Luxury writing instruments make popular corporate gifts

Destination shopping limits growth opportunities

Category suffers competition from other entry-level luxury categories

COMPETITIVE LANDSCAPE

Iconic Montblanc remains the leading brand

Brand perception characterises the category

Lack of brand awareness hampers category progress

CATEGORY DATA

Luxury Goods in South Africa - Industry Overview

EXECUTIVE SUMMARY

Changing market due to macroeconomic conditions and evolving consumer base

Market experiences growth but ongoing decline in dynamism

Luxury goods market remains small in South Africa, with scope for further growth

Multibrand stores remain the main distribution channel

Positive prospects for changing luxury goods market

MARKET INDICATORS

MARKET DATA

SOURCES

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