Montblanc, the renowned German luxury brand known for its writing instruments and accessories, is undergoing a significant transformation as it aims to redefine its overall strategy and evolve into a business luxury lifestyle brand. This bold move was prompted by the success of its collaboration with edgy Japanese streetwear label Bape in 2019, which sold out rapidly and demonstrated the potential for Montblanc’s evolution.
To further exemplify this new direction, Montblanc recently partnered with Maison Kitsuné to create a capsule collection that was unveiled during Paris menswear fashion week. The collaboration started with the creation of high-end headphones and expanded to include a range of products, such as leather goods, connected objects, and writing accessories. This collection not only showcases Montblanc’s signature style but also reflects the brand’s aspiration to extend its presence beyond traditional luxury writing instruments and venture into the lifestyle space.
Montblanc has a long history of collaborations, particularly in writing instruments, where it has associated its product lines with various artists, such as the Beatles and Elvis Presley. While customers recognize Montblanc as a century-old luxury brand, the company aims to be recognized for its entire universe. Nicolas Baretzki, the CEO of Montblanc, states, “We need to evolve from a business luxury brand to a business luxury lifestyle one.”
To signal this shift in identity, Montblanc is focusing on transforming its marketing communications and establishing greater consistency across its product categories. The brand has also brought in a new creative director, Marco Tomasetta, who will be responsible for developing Montblanc’s lifestyle range, including writing instruments and connected accessories. This reorganization aims to break down the internal barriers within the company and adapt to the changing preferences and demographics of its customers.
Baretzki acknowledges that the customer base is evolving, with formal wear becoming increasingly scarce. Montblanc’s leading market is now China, where the brand has noticed a shift in its customer demographics. Younger consumers, who have a passion for the brand’s products and are willing to invest in remarkable items, are becoming more prevalent. Montblanc has adjusted its advertising campaigns to target these customers, featuring well-known names such as US director Spike Lee and French actor Pierre Niney.
Furthermore, Montblanc has worked to shorten the time between product design and commercialization, reducing it from 18 months to eight months, to better meet market expectations. The brand plans to release collaborations throughout the year to increase its visibility and appeal to a broader audience.
Looking ahead, Montblanc has plans to unveil a new flagship store concept in 2022. This concept will embody the brand’s longstanding expertise while embracing the digitalization of today’s world. Baretzki intends to open new stores in key cities worldwide, beginning with a completely renovated flagship store on the Champs Elysées in Paris.
Montblanc’s journey towards becoming a business luxury lifestyle brand is in full swing. Through collaborations, revamped marketing strategies, and a focus on customer preferences, the brand is positioning itself to thrive in the evolving luxury market.
Useful links:
– Montblanc Official Website
– Business of Fashion
