Luxury Writing Instruments and Stationery in Turkey

PROSPECTS

Luxury players increase the desire for their products through using diamond, gold and platinum features

The desire for conspicuous luxury and brand heritage and 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.

Customisation and personalisation are key trends that drive sales in 2019

Customisation of luxury pens is a growing trend in Turkey. Business enterprises prefer to gift personalised luxury pens to their business partners and employees, adding a special touch to the gift.

The heavy usage of electronic devices such as smartphones, threatens growth

Growth declined marginally in 2019, as 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.

COMPETITIVE LANDSCAPE

Montblanc retained its lead in luxury writing instruments and stationary, benefiting from a strong heritage, reputation and consumer awareness

Montblanc continued to lead in 2018, perceived as having a rich heritage, and offering pens of 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.

There is a rising popularity of limited edition writing instruments as Montblanc continued offering their Writer’s Edition

A key trend in luxury writing instruments in Turkey is 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.

New launches from the leading player as Montblanc offers Disney and The Little Prince themed pens

In 2019, Montblanc introduced its Disney collection. As well as Walt’s signature featuring on the pen, it offers a moulded Mickey on the barrel.

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