Always in fashion
Have you noticed how everyone seems to be selling stationery these days, and whose they are selling?
It’s not just the established brands. There are a growing number of newer names selling their own like Tiger, Oliver Bonas, Smiggle, kikki.K and Typo, to name just a few.
With the London Stationery Show and National Stationery Week (including World Stationery Day) just days away, I find myself focusing on why this is and the remarkable universal appeal of these largely functional products which represent such a huge and dynamic market.
Stationery is finding its way into every kind of retail outlet at a time when it is becoming harder and harder to categorise many of them. There is no single reason for this, rather a number of them all coming together – a reaction to over digitalisation by consumers, a desire for self-expression and personalisation, online, the usefulness and enduring popularity of the products themselves and fashion. Or do I mean lifestyle?
Paperchase has done more than anyone to drive the category and they are in no doubt that they are in the fashion business. Stationery is where fashion meets function.
Today’s younger generation and millennials love their brands and like to engage with them, and feel a sense of ownership.
We should all take note.
Posted on 21st April 2016 by Chris Leonard-Morgan