With retail outlets closed for parts of 2020, luxury writing instruments and stationery suffered a double-digit drop in current value sales. With society gradually opening up in 2021, the product area is expected to register an increase in value sales.
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.
The outlook is not as positive for luxury writing instruments and stationery as for other luxury goods, as technology devices continues to steal value sales and people write less. The demand for standard and luxury writing instruments faces increasing pressure from portable consumer electronics.
Limited editions of fountain pens increase their uniqueness and value and several brands release new hand-made special editions dedicated to historical events, important global icons, or reproduce fountain pens used by famous figures from the world of politics such as the Montblanc JF Kennedy and Montblanc Mahatma Gandhi. The price of these limited-edition luxury fountain pens is generally higher and is one way that players could spark consumer interest over the forecast period.
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 includes luxury writing instruments – pens and pencils – and luxury stationery. Excludes colouring, markers & highlighters and writing accessories. Pen inks and refills are also excluded from this category along with all industrial or specialist pens (such as pottery pens, etc.). Luxury stationery includes personal organisers, diaries, notebooks, address books, writing paper, envelopes and greetings cards.See All of Our Definitions
This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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