LUXURY WRITING INSTRUMENTS AND STATIONERY IN THE PHILIPPINES - ANALYSIS

Country Report | Feb 2019

HEADLINES Market Sizes

Retail current value sales rise by 5% in 2018 to reach PHP220 million Sales of Luxury Writing Instruments and Stationery
New collections of luxury writing instruments foster demand Retail Value RSP - PHP million - Current - 2005-2023

A T Cross dominates in retail value share terms in 2017 220 Forecast

Sales are expected to rise at a 4% current value CAGR (a 1% CAGR at 2018 constant 300
prices) over the forecast period to reach PHP262 million in 2023
250
PROSPECTS
200
Leading players launch new limited collections in 2018
The leading player, A T Cross, launched its Peerless 125 Limited Edition in the last 150
quarter of 2018 in celebration of the 125th anniversary of the first-ever Cross fountain
pen. The company claims that the latest model is the best writing instrument the brand 100
has ever offered, highlighting its historic roots with innovative designs and luxury 18-
carat gold material. On the other hand, Montblanc is targeting younger consumers of
luxury writing instruments and stationery with its latest collection of pens: The Little 50
Prince. Antoine de Saint-Exupéry’s famed illustrations for his well-known The Little
Prince novella were featured in the new collection’s designs. Meanwhile, Sheaffer’s 0
Heritage collection included a pocket-sized retractable pen that is expected to attract 2005 2018 2023
the attention of well-travelled millennials.

Brand ambassadors reach out to the local consumer base Sales Performance of Luxury Writing Instruments and Stationery
% Y-O-Y Retail Value RSP Growth 2005-2023
A commonality of luxury brands of writing instruments and stationery is their
dependence on global promotional strategies to attract consumers. However, one
brand stood out in 2018. Sheaffer’s use of numerous Filipino brand ambassadors
reflects its intention to attract a huge local consumer base. From young illustrators to
4.7% Forecast
14%
renowned authors, Sheaffer made use of local brand ambassadors, such as Alyssa
Gibbs, David Guison, Francis Kong and RJ Ledesma, to reach out to consumers by 12%
tapping into the Filipino spirit and heritage. During the last quarter of 2017 Sheaffer
hosted the National Book Store Creative Conversations event to launch the brand’s
10%
new collection, supported by its local brand ambassadors. This was the first event of its
kind hosted by the biggest office and school supplies retailer in the country.
8%
This new strategy, spearheaded by Sheaffer, is expected to be imitated by more luxury
writing instruments players. Its success in reaching out to younger consumers enhances 6%
penetration of a market where localisation is a very significant factor. Stories and
communications can be used to embody a brand’s character and tap into the young 4%
consumer base for luxury writing instruments.
2%
COMPETITIVE LANDSCAPE
0%
2005 2018 2023
Partnerships with online retailers offer expansion opportunities for
brands
To widen its reach, A T Cross cooperates with the biggest third party online retailing Competitive Landscape
store in the country, Lazada. The online retailer carries brands that reach consumers
across the country due to its powerful logistics and affordable postal/shipping fees.
Company Shares of Luxury Writing Instruments and Stationery
Consumer trust in Lazada is growing as a result of partnerships with A T Cross and brand
% Share (NBO) - Retail Value RSP - 2017
distributors. As the online retailer promotes brands via the official social media
platforms of players, more and more consumers are expected to purchase luxury A T Cross Co 54.9%
writing instruments on online platforms.
Richemont SA, Cie Financ... 19.7%
Players appeal to different consumer groups
LVMH Moët Hennessy Louis... 17.0%
The new collections and designs launched by leading players reflect their target
audiences. A T Cross continues to bank on its loyal middle-aged and older constituency, Others 8.4%
while Montblanc and Sheaffer aim to attract the attention of young professionals, in
particular. Well-directed new collections are expected to push sales in the forecast
period, with different consumers looking for new or rare items in luxury writing
instruments that define their personality and social status.

© Euromonitor Interna onal 2019 Page 1 of 2

 Brand Shares of Luxury Writing Instruments and Stationery
% Share (LBN) - Retail Value RSP - 2017

Cross 40.5%

Montblanc 19.7%

Louis Vuitton 17.0%

Sheaffer 14.4%

Others 8.4%

Increasing share Decreasing share No change

© Euromonitor Interna onal 2019 Page 2 of 2