As is the case with other personal luxury categories, writing instruments is also deeply impacted by the effects of COVID-19 in 2020. The fall in demand is further deepened by the steep decline in incoming tourism to the Netherlands.
Manufacturers are resorting to more frequent introductions in the form of special editions in order to trigger consumer curiosity. While writing instruments in general see a decline in demand due to the digitalisation trend, more and more products are promoted as collector items, generating interest among consumers.
Montblanc is the market leader in luxury writing instruments. The manufacturer continues to consolidate its position with the frequent release of special limited-edition products, often as commemorative themes that contribute to raising interest among pen collectors.
Retailers expect a slow improvement for luxury writing instruments and stationery during the second half of 2020, but the category is likely to see better prospects after 2021 onwards. While spending from foreign tourists is likely to remain on hold as restrictions ease, retailers will focus on domestic customers with promotions aimed to trigger interest in these products as collector items.
Sales of luxury writing instruments are expected to continue being influenced by the general digitalisation trend over the forecast period. Manufacturers are expected to pour efforts into promoting products as special collector’s items and to build interest among consumers through advertising and promotion for new launches.
In the same way that other luxury products are being affected, the distribution of writing instruments is witnessing a shift towards e-commerce, which is expected to continue over the forecast period. Younger consumers feel more used to looking for information online and then purchasing these products via webstores rather than in physical shops.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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