Typo has a range of journals that look like National Geographic magazines, as part of their front of store stationery pitch. I have see it in three of their stores in the last two weeks.
They have gone for iconic covers that resonate. It’s a smart move by this forward leaning retailer. It would work well in our channel.
While we continue to pitch functional stationery, stores like Typo are growing sales through fashion related moves that encourage purchase beyond need.
This is the future of stationery growth. As paper is used less, we need to expand the reasons for people to purchase stationery products, if we want to remain in the category. No, a cute looking journal will not cut it.