With global and local trends of digitalisation accelerating due to the pandemic, handwriting in general appears to have waned in popularity. Government initiatives in the United Arab Emirates such as “Dubai Paperless Strategy” aim to digitise and eliminate paperwork in key government services by 12 December 2021.
Despite digitalisation, owning at least one luxury writing instrument or stationery item among ultra-high-net-worth individuals (UHNWI) or high-middle class consumers remains popular and hence, replacing them or purchasing refills supports demand. Signing on memorable documents for special occasions such as buying a new house, corporate business deals, marriage contracts and the like using a luxury pen remains popular in the country.
Well-established international brands continue to lead luxury writing instruments and stationery in value terms, due to their strong consumer recognition and availability in the United Arab Emirates. Richemont (Dubai)’s Montblanc and Cartier brands remain popular, particularly classic and limited editions.
Companies and brands within luxury writing instruments and stationery are set to focus on maintaining key ranges of products and bestselling classics, or limited edition specials and niche products to attract consumers. As the majority of leading players offer other luxury goods in their portfolios, the focus is unlikely to be on this category specifically, but it will still provide consumers with different options.
E-commerce will continue to expand over the course of the forecast period with its growth and development accelerated by the pandemic. Brands are expected to continue to develop their online presence in the coming years, embracing online sales and e-commerce platforms as part of an omnichannel approach to retail.
While e-commerce continues to penetrate luxury writing instruments and stationery, in-store sales will remain important. Hence, enhancing the consumer experience to boost sales, whether offline or online, will be needed to drive up demand for luxury writing instruments and stationery over the forecast period.
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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.
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.
If you're in the Luxury Writing Instruments and Stationery industry in United Arab Emirates, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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