I love nice paper. And I have what some might call an obsession with pens – no ball point pens in my bag or on my desk; gel and roller balls only. My current favorite is the Tul line from Office Max.
Well, according to Unity Marketing (via MediaPost), consumers age 25 – 35 are the biggest consumers of luxury stationery products. From the report:
“The generational shift in the market for stationery is bringing dramatic changes in the marketplace,” the report says. “Suddenly specialty retailers like Crane & Co. Paper Makers, Papyrus, Kate’s Paperie and Paperchase found in Borders stores nationwide are destination shops for young people to pursue their paper passion.”
Understanding trends such as this is important in your work in public relations. Of course, if you worked with a luxury stationery company, the application of this particular trend would be obvious (I hope). If you don’t, look around… what are the trends in your industry? or in the industry in which you hope to work?
