POM Edited Press Digest

How Moleskine Innovates In A Digital World - Retail TouchPoints



Ask any artist, writer or businessperson what their go-to resource is for note taking, and many would say Moleskine. And that comes as no surprise: For nearly 20 years, the brand has remained a mainstay in the stationary category, while also innovating in an increasingly digital world.

After all, the Moleskine consumer has evolved exponentially since the brand’s birth, according to Mark Cieslinski, President of Moleskine America. Rather than using only paper, pens and pencils to take notes and sketch, the typical Moleskine customer tends to use both analog and digital tools.


“We firmly believe our core consumer is a hybrid," Cieslinski said in an interview with Retail TouchPoints. “So what we’ve done over the years is partner with some of the biggest tech companies to help our customers seamlessly flow between analog and digital."

For example, through a partnership with Evernote, consumers can write in their Moleskine notebooks, and then digitally upload and sort them through the app based on date or subject, Cieslinski explained. Moleskine also created a special notebook with Adobe, so artists can complete a sketch and then convert it into a digital vector file, which can then be edited through the Adobe software suite.

“The reality is, you can’t just group people into ‘digital’ or ‘analog’ anymore," Cieslinski noted. “Our behaviors [and tools] are based on a specific moment and what we need to do. So as a business, we try to make sure we can answer the needs of our fans at any time."

In addition to playing in the digital creative realm, Moleskine has expanded into myriad different categories, including writing implements, bags and smartphone and tablet covers. Most recently, the brand launched its PRO Collection, which offers a range of productivity tools for business professionals, as well a new line of bags. Although in a completely different product space, Moleskine follows product development cycles similar to a fashion house, Cieslinski explained. This means that the brand develops different lines of notebook colors and product collections based on the fall and spring seasons.

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“We see our products as accessories for our consumers; just like they think about which suit, tie or watch they’re going to wear to a meeting, their notebook rounds out the look and expresses who they are," Cieslinski said. “We have this iconic notebook that everyone knows us for, writing utensils that go with it, and now we have a range of reporter bags and backpacks that allow them to store and transport their tools."

And as Moleskine develops new collections, the team keeps seasonal colors and trends top-of-mind. “We refine our notebooks based on new color schemes and release new color palettes every season," Cieslinski explained. “We try to stay ahead of the consumer curve, and our retail partners appreciate the fact that we’re always very forward-looking in terms of fashion trends and new product lines."

Engaging The ‘Modern Nomad’

Regardless of its constant innovation in the market, Moleskine has remained consistent with its core business pillars, which allows the brand to stay connected to its “extremely loyal" following.

The company’s business pillars include: A B2C model that funnels products to consumers through several retail partners, such as Barnes & Noble and Target; a B2B channel that allows businesses to customize Moleskine products for company meetings and events; its direct-to-consumer e-Commerce site, which displays the brand’s 900+ items for purchase; and its retail stores.

While nurturing relationships with its highly engaged customers, Moleskine also strives to capture new ones. “We try to connect with the modern nomad, who enjoys travel, thinking, learning and creating," Cieslinski said. “We have done a series of events like the TED Conference in Vancouver and the Adobe conference. We also try to engage with students at universities so they know we can be their go-to resource to create."

Across all of its business pillars, Moleskine strives to be “inclusive with every one of our customers," Cieslinski said. “We want to allow them to purchase an item across all categories and price ranges."

However, the brand is a little more selective in its distribution partnerships. “If we build a partnership with a retailer, we want to make sure they have the same values or the same consumer base as us," Cieslinski noted. “That way, we overlap in terms of brand values and strategy, but the fact that we’re a bit selective in our partnerships gives us some cache."

Moving forward, Moleskine will continue to innovate in new product categories and partnerships, according to Cieslinski. “We’ll continue to let our consumers push the brand into different categories. Most of our new growth and innovation has come outside the paper category, so our goal is to continue down this path. We want our customers to take the brand where they want to take it."


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