Luxury writing instruments and stationery had been stagnating throughout most of the review period, struggling against the ever increasing competition from digital devices, the use of which continues increasing in South Korea. The COVID-19 pandemic only served to weaken already limited demand in 2020, with the category dropping into negative growth territory.
The products of Montblanc, the luxury business lifestyle brand, are now available via KakaoTalk Gift Giving Store, operated by Kakao Commerce. Montblanc will introduce products in various categories, from small leather items such as wallets, cardholders and belts, to writing instruments, such as fountain pens and ballpoint pens, and wireless smart headphones with noise cancelling function, via this sales outlet.
Luxury writing instruments are not a major revenue source for luxury brands. Most players demonstrated much stronger growth in other categories, and even if the growth rate looked good, the actual amount of products sold was not significant.
Digital devices will continue to affect demand for luxury writing instruments and stationery over the forecast period. Education in South Korea focuses on IT technology, which means the use of writing instruments is declining in this walk of life.
Parker, the luxury writing instrument brand, has reintroduced its 51 model, once marketed by the company as “the world’s most wanted pen” and seen by many as the best pen in the history of the brand. The Parker 51 has been reborn in 2021 as a “new masterpiece”, by adding modern functions to a modern design based on the classicism of the original Parker 51.
COVID-19 has changed business culture in South Korea, with a marked reduction in unnecessary face-to-face meetings and online meetings instead being held in most companies. Working from home has also been practised by many companies in South Korea due to COVID-19, with this method of working likely to be maintained by many post-pandemic.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in South Korea 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.
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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.
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