Mont Blanc is considered the most coveted luxury brand within the Italy luxury writing instruments market. This brand enjoys strong brand loyalty and recognition thanks to its expertise and know-how of fountain and ballpoint pens. Additionally, Mont Blanc offers exclusive products suitable as gifts and for special events.
Conversely, luxury stationery performed well in volume and value terms in Italy in 2012. Italians tended to reduce their purchases of non-essential goods. The decline of luxury writing instruments in volume terms was offset by rising consumer demand for luxury stationery. Consumers moved on to such products due to price, as luxury stationery is less expensive and thus more affordable during periods of adverse economic conditions. As a result, luxury stationery registered positive growth in volume and value terms.
The overall performance of luxury writing instruments and stationery should face a slowdown in value and volume terms in Italy over the forecast period. Consumer demand is predicted to fall due to reduced purchasing power. Even though the forecast volume of luxury writing instruments and stationery should register stagnation, this category should see growth stimulated by price increases, resulting in a constant value CAGR of 1%.
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