Luxury Writing Instruments and Stationery in the US

PROSPECTS

Value sales of luxury writing instruments continue to decline in the US

Some luxury goods categories saw contraction in the US in recent years, due to consumer preference shifting away from purchases of high-priced non-essential goods to more experience-based consumption. For luxury writing instruments specifically, the demand for a luxurious way to write was less prevalent, as many people simply communicate through electronics.

Luxury writing instruments are not as popular as in the past

The consumer preference for luxury goods shifted in the last decade. Historically, luxury writing instruments saw consistent demand throughout the year, although consumption would rise during the holidays for gifting purposes.

Non-grocery specialists remains the leading distribution channel in 2018

Non-grocery specialists, which consists mainly of stationery/office supply stores, continued to lead the distribution of luxury writing instruments and stationery in 2018. The share of this channel in luxury writing instruments and stationery, however, has lost ground to internet retailing.

COMPETITIVE LANDSCAPE

Montblanc continues to lead luxury writing instruments despite lower demand

In luxury writing instruments and stationery, which suffered greatly due to the rise of electronics, which now dominate communication, Montblanc has retained its position as one of the best-recognised brands. Despite maintaining its lead in 2017, it saw a decline in its value share, whilst second-placed Louis Vuitton saw share growth, narrowing the gap between the two brands.

The launch of limited editions to maintain interest

In 2017, Montblanc continued to push limited editions of its luxury writing instruments as a way to stay innovative, in addition to continuing to offer flagship models such as the Meisterstück. Notably, Montblanc released a collaborative pen with UNICEF to promote the welfare of children around the world.

The social media emphasis on luxury writing instruments is still limited

In the luxury goods space, where influencers and trends can largely affect consumer behaviour, the social media fervour for luxury writing instruments and stationery has remained limited. The recognition that many consumers aim to create for themselves when purchasing luxury goods is more evident with bags, jewellery and timepieces, as seen from social media.

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