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  • Blending analogue and digital has kept Moleskine relevant
  • Blending analogue and digital has kept Moleskine relevant
    Moleskine (2013) ©
CASE STUDY

Moleskine: the notebook brand gets a digital makeover

When you think of pens, you might think of Parker. When you think of notes, you'll probably think of Post-it. And when you think of notebooks, you think of Moleskine. But how has the traditional paper brand managed to successfully reinvent itself in the digital age?

Location Global

Scope
Moleskine-style notebooks have famously been used by artists like Vincent Van Gogh and Pablo Picasso and writers like Ernest Hemingway and Bruce Chatwin since the 1800s. But fast forward to 2014, and Moleskine is still producing over 635 varieties or paper products – which, in 2013, accounted for 93% of the company’s overall revenue. [1]

But when the company filed for an IPO in 2013, the documentation positioned the brands as the exact opposite of a stationery company. Instead, Moleskine argued that it is a company that sells not just stationery but “culture, design, imagination, ...

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