The COVID-19 pandemic led to widespread store closures and restrictions on movement and travel that had a considerable negative impact on value and volume sales in 2020. Consumers were limited by home seclusion and the drop in tourism caused by COVID-19 travel restrictions also severely restricted the consumer base for luxury writing instruments and stationery in the UAE as the category relies heavily on international tourists for sales.
Brands in luxury writing instruments and stationery expanded their offerings to appeal to a wider range of consumers in 2020 as many consumers became more price sensitive and less inclined to spend money on luxury items. The Swarovski brand, for example, has developed a ballpoint pen inspired by the colours and shapes of cosmetic products which is designed to appeal to women.
International brands continue to dominate the category as they account for most retail value sales in writing instruments. Luxury brands Cartier and Montblanc, distributed by Richemont (Dubai), are popular with high-end consumers in the UAE.
Luxury writing instruments and stationery is expected to see an increase in value and volume sales in the forecast period following the disruption of the COVID-19 pandemic in 2020. The government is expected to encourage the return of tourists to the UAE and the fact that Expo 2020 will be held in the UAE is also expected to support sales of products in luxury writing instruments and stationery in 2021 and 2022.
Consumers are increasingly on the lookout for unique products. As such, companies and brands in luxury writing instruments and stationery are expected to focus their innovation and product development on developing new collections in order to target more specific consumer segments, but also a wider range of consumers.
E-commerce will continue to grow over the course of the forecast period with its growth and development accelerated by the COVID-19 pandemic. Companies are expected to continue to develop their online presence in the coming years, embracing online sales and e-commerce channels as well as an omnichannel approach to retail.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in United Arab Emirates 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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