Luxury Writing Instruments and Stationery in Turkey

PROSPECTS

Buying behaviour of Turkish consumers

The desire for conspicuous luxury and brand heritage/quality play equal roles in the consumer’s decision making process when it comes to luxury writing instruments and stationery. For politicians and businessmen, luxury writing instruments and stationery remain an important status symbol.

Heavy usage of electronic devices a major threat to the category

In 2018, sales of luxury writing instruments and stationery continued to be threatened by the increased use of electronic devices such as smartphones, tablets and portable computers and electronic forms of communication, which are taking over the traditional role of pen and paper. Today’s consumers are using smart devices for note-taking, planning schedules and sending e-cards.

Non-grocery specialists dominate sales although internet retailing continues to gain ground

In 2018, the majority of luxury writing instruments and stationery continued to be bought in non-grocery specialists such as stationers, department stores and mono-brand stores. Internet retailing, however, remained the fastest growing channel thanks to offering a wide variety of products and prices, while also providing clear descriptions for potential consumers.

COMPETITIVE LANDSCAPE

Montblanc remains the leading brand

Montblanc continued to lead the category in 2017 as this brand is perceived as having a rich heritage, offering pens of only the finest quality. Visconti and Cross are other coveted brands in luxury writing instruments and stationery, benefiting from a longstanding presence in the country, strong consumer awareness, a reputation for quality as well as the frequent launch of new collections.

Rising popularity of limited edition writing instruments

A key trend in luxury writing instruments in Turkey in 2018 was the rising popularity of limited edition products, particularly from Montblanc and Visconti. Montblanc’s Writers Edition limited edition pen collections, first introduced in 1992, have honoured a number of literary greats over the years.

Competition from non-luxury brands intensifies

As non-luxury brand owners focused on expanding their ranges of fine writing instruments, competition further intensified. In 2017, Faber-Castell introduced its NEO slim series, which offers a ball point pen, ink roller and fountain pen with a premium look, thus attracting the attention of high-end consumers.

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