Pens that provide the write accessory

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Lucia van der Post / The Times /May 23, 2008 © Copyright 2008 Times Newspapers Ltd


Summary


What is fascinating is that pens have once again become desirable objects that tell the world as much about your taste and style as the watch you wear or the handbag you carry. As Colin McClymont, managing director of The Pen Shop, puts it: “I fought long and hard to take writing instruments out of the stationery cupboard and put them in to the same category as watches and jewellery - in other words to turn them into fashion accessories.”

Of course, turning a hitherto mainly masculine large, black and gold object into a fashion accessory doesn't happen by chance. The marketing guys have worked hard. First, they brought out smaller versions to suit more dainty hands, so that whereas, not that long ago, 75 per cent of pens were sold to men, today the figure is about 50-50. They also consulted trend-predictors to make sure that they knew the fashion colours of the season and then brought out spring and autumn collections.

Then they tried to ally their pens with jewellery - Montblanc did it most spectacularly by encrusting some of their pens with jewels and by photographing them with the opera singer Katherine Jenkins, wearing fabulous Montblanc jewellery.

Opinion

There is a famous phrase, 'Do not judge the book by its cover', but most of people in this world know that it is so hard to do. I have a friend who usually know someone's background and even personality by watching his or her possessions like watch, clothes or bags they are wearing. Because it can be an way to assume someone's position in the society.

From this reason, people seem to buy luxury things more and more for present themselves as a high-level person or rich. Nevertheless, it has been hard for pen to be a luxury symbol; it is just black and gold object for writing down something. The marketing guys have worked hard. They made a smaller version of it to suit people's hade easier and searched the trend of each season. Also, they made it something pretty and unique by adding jewelers so it definitely worked for the women.


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