Luxury Writing Instruments and Stationery in Spain

PROSPECTS

Electronic devices will keep limiting sales

After weak recovery of value sales of writing instruments in the middle of the review period, the category returned to decline in current value terms in 2018. Demand for writing instruments was limited by the growing penetration of electronic devices.

New social values

Traditionally in Spain, the acquisition of luxury writing instruments was linked to businessmen and women, or those who enjoy taking the time to reflect and write by hand. In particular, amongst these consumers, luxury writing instruments were collectors’ items and popular as gifts.

Fewer occasions to give and receive

In contrast to what happens in other EU countries, in Spain, the tradition of writing and sending cards for birthdays, Father’s Day or Mother’s Day is marginal; as a consequence, there is no emotional attachment of writing instruments to these occasions, and players in luxury writing instruments have stopped promoting their products alongside these events in the country. In Spain, another time for buying luxury writing instruments was as gifts for special occasions, such as first communions or weddings.

COMPETITIVE LANDSCAPE

A ranking dominated by international players

International players dominate writing instruments, with the French player Richemont Iberia being the key player in value terms in 2017. The company is active in Spain with its brand Montblanc.

Jewellers and fashion players follow the leader

Following the leader Richemont Iberia, there were four other players in 2017, of which two are big in fashion – LVMH Iberia and Loewe – and two are strong jewellers – Tiffany & Co and Chopard & Cie. These four players offer their customers luxury writing instruments and stationery that complete their portfolios.

Many smaller players

The importance of “others” in writing instruments and stationery remains high. This is because there are a number of small and diverse companies whose products are mostly imported and operate with no local subsidiary in the country.

Files are delivered directly into your account within a few minutes of purchase.