The Rise of 'Insta Stationery'

I have always loved stationery being the owner of multiple pencil cases and note books; and never really filling them, then getting distracting buying a new fancier item. As domestic technology advances, it would be fair to assume that there would perhaps be a decline in notebooks and pens, considering most people own a tablet or smart phone and use them heavily. But at the moment stationery seems to be a growth area. It turns out people are enjoying the thrill of pretty note books and personalised pencils. However not necessarily for the obvious reason, is it to upload photos of the items like the 'blogger, Instagram and influencers'? Who always happen to be on the search for a 'cult' product. Have you heard of kikki.K, the Swedish stationery brand taking Instagram by a storm (302K followers and their own #kikkiklove 71K tags)? Off Instagram they currently have 5 UK stores including a concession and a Pop up. They have become famous for their pastel notebooks with snappy slogans such as 'Goals Journal', 'Life is For Living', 'Grateful', 'Gratitude' to name but a few. Paperchase (83.5K Instagram followers) has grown and expanded despite the recession, additionally Ohh Deer (173K followers) and Etsy Uk (110K followers) so stationery is clearly something that people aren't willing to compromise on.

Now lets talk high end stationery; Smythson founded in 1887, it is safe to say 130 years on the company stands the test of time. Nowadays stationery is one of multiple categories that Smythson sell, bags, technology cases and note cards. Note books start at £25 in price and go up to £225. Each note book is made of leather in Britain with signature minimal gold writing on the front. In comparison to kikki.K, Smythson has a modest following of 59K followers, which clearly reflects that the Smythson customer is older and less social media orientated...

I always enjoy browsing the Liberty London stationery room, Liberty have their own brand products - some high end made out of embossed leather of classic Liberty prints, others more everyday notebooks, still emblazoned with their prints. Liberty also stock other brands such as Riffle Co, Christian Lacroix to name but a few... Compared to the pricing and the margin of the stationery to other items at Liberty it comes as a surprise that they dedicate a whole room to note books, pens, cards etc. Yet these items are popular, it gets a consumer who can not necessarily afford a Liberty Scarf will pay £20 for a note book giving them a feel for and a connection to the brand which can grow over time until they can afford the Liberty Scarf. And to circle back, their stationery gets 'Instagramed', which is free marketing for the brand.

#stationery #kikkiK #Paperchase #paperchase