Luxury Writing Instruments and Stationery in the Netherlands

PROSPECTS

Players bank on there being an audience for products seen as collector’s items

While the target audience for writing instruments remains relatively limited, manufacturers and retailers are looking to fuel interest among consumers by offering greater variation and positioning certain products as collector’s items. There is also expected to be greater segmentation, with products targeted towards different consumers according to age and gender, with tailored concepts that adapt to preferences, lifestyles and interest in design.

Digitalisation will continue to prove a problem for luxury writing instruments and stationery

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.

Growing internet retailing share and sustainability will continue to be key trends

In the same way that other luxury products are being affected, distribution of writing instruments is witnessing a fast shift towards internet retailing. Younger consumers feel more used to looking for information online and then purchasing these products via webstores rather than in physical shops.

COMPETITIVE LANDSCAPE

Montblanc helps cement its strong position through special editions

One of the most effective tools applied by leading manufacturers is to introduce special editions. Montblanc is one of the most dynamic players in this area, continuing to be very active with the release and promotion of special editions.

Moleskine is synonymous with quality and design in stationery products

Moleskine is seen as a reference for design and luxury in stationery products with a long-established presence in the Netherlands through its solid distribution network via stationers and department stores. It also has an increasing focus on internet retailing.

Pre-owned products catching on in luxury writing instruments and stationery

As has been seen in luxury timepieces, distribution of luxury writing instruments was increasingly seeing the inclusion of pre-owned products in 2019. Limited editions of previous products that are no longer manufactured are gaining more value, with more consumers who collect or seek them as an investment being very interested in such pre-owned items.

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