Luxury Writing Instruments and Stationery in the US

PROSPECTS

Social media drives renewed interest in high-end writing instruments

Luxury writing instruments and stationery has returned to growth in recent years thanks to a renewed interest in high-end fountain pens, notebooks and calligraphy among luxury consumers eager to counteract their dependence on digital devices. While social media platforms including Instagram and YouTube are helping to draw consumers’ awareness to writing instruments and the art of calligraphy, many are now using them as a means to lessen their time spent on social media and digital devices for entertainment purposes, finding enjoyment and relaxation in learning about and using luxury writing instruments.

Community-building forums and events help increase consumers’ knowledge

While many consumers remain unfamiliar with luxury writing instruments and how to use them, especially fountain pens, online forums and in-person events are gaining popularity in the market for their ability to display knowledge and foment a community of luxury writing instrument users. Most notably, social media platform Reddit, which hosts online forums on a wide variety of topics, has many on writing instruments, through which users review pens and offer instructions on pen use and care.

Themed wares attract existing fan bases

In order to tap into existing loyal fan bases, luxury writing instruments brands are increasingly offering themed wares based on popular books, movies, and TV shows. For example, Italian brand Montegrappa sells pens inspired by The Lord of the Rings, featuring reproductions of more than two dozen of the film franchise’s motifs and props within a single writing instrument.

COMPETITIVE LANDSCAPE

Montblanc maintains lead while pursuing partnerships

Richemont-owned Montblanc continued to lead luxury writing instruments and stationery as the German brand pursued a series of limited edition collaborations to further strengthen its recognition in the US market. Following leather goods collaborations with German automaker BMW and Japanese streetwear brand A Bathing Ape, respectively, throughout early 2019, Montblanc made headlines for the creation of a special edition gift set in partnership with Novak Djokovic timed with the beginning of the U.

Top players draw strength from other personal luxury product subcategories

Since 2016, Montblanc, Hermès, Cartier and Louis Vuitton have maintained their respective positions as the top four brands in luxury writing instruments and stationery. While they dominate the category, the majority of the brands’ recognition in the market can be attributed to retail stores and marketing activities that primarily highlight their other product subcategories, including timepieces and leather goods for Montblanc, timepieces and jewellery for Cartier, and leather goods for both Hermès and Louis Vuitton.

Non-grocery specialists remains dominant channel despite e-commerce growth

Despite the continuation of fast growth for e-commerce, non-grocery specialists remained the dominant channel for luxury writing instruments and stationery in 2019. While consumers’ increasing comfort purchasing high-valued items over the internet thanks to improved user experiences on e-commerce sites, faster shipping and their overall familiarity with the channel lead e-commerce to register the fastest growth of any sales channel, the majority of consumers still prefer to purchase luxury writing instruments and stationery in physical stores in order to consult with knowledgeable sales associates and test products before purchasing.

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