The demand for luxury writing instruments and stationery in terms of retail volume had been declining over the review period as consumers increasingly used electronic devices to communicate. This fed into a very steep fall in current retail value for luxury writing instruments and stationery in 2020, when COVID-19 struck.
Unlike other product areas in luxury goods which are highly fragmented, luxury writing instruments and stationery has one dominant player, ST Dupont, which accounts for two-thirds of value sales. Montblanc International (Montblanc), Elmo & Montegrappa (Montegrappa) and Pelikan International (Pelikan) are the only other significant players.
Writing instruments and stationery are regarded as practical products, with functionality the key consideration. Luxury writing instruments and stationery are associated more with gifts, especially for state officials and business people.
If infection rates of COVID-19 start to fall in 2021, it is expected that luxury writing instruments and stationery will return to current retail value and volume growth. Initially there could be pent-up demand but later in the forecast period, luxury writing instruments and stationery will return to more subdued growth rates.
The demand for standard and luxury writing instruments faces increasing pressure from portable consumer electronics. Portable consumer electronics like smartphones, tablets and laptops are now ubiquitous and are being used more widely in social, leisure and work environments.
There was increased value sales though e-commerce in 2020 of luxury writing instruments and stationery. Consumers perceive writing instruments and stationery as a suitable fit for online sales, and unlike other luxury products such as timepieces, they do not feel that it is essential to handle the product before making a purchase decision.
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This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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