Write Your Life: Parker Pens Are Here to Stay - 05.12.2010

Write Your Life: Parker Pens Are Here to Stay
By Nancy Olson

Adam Davidson, Sr. Brand Manager, Parker North America, took time out to talk about the company and some new products for spring.

Stylus: Parker has such a long and stellar history. In your opinion, what is this generation’s perception of the brand?
Adam Davidson: Those who know the Parker brand love it for a number of reasons. They recognize it as one of the highest quality brands within the fine writing sector. And they understand the rich heritage of the brand: from the very beginning, Parker has been on the forefront of innovation both in writing technology and aesthetics, and, in terms of our cultural heritage, Parker pens have been used by writers, artists and world leaders to pen many of our significant historical and artistic documents. 

Stylus: How do you think the 2010 pen customer is different from a few years ago?
AD: I would say that consumers are definitely much more value conscious today. When people start making choices about what luxury items to purchase, they want high quality at reasonable prices. And this is what Parker has to offer.

Stylus: What is the current demographic of the Parker customer?
AD: The Parker brand appeals equally to both men and woman.  These are highly-motivated individuals who strive for success in both their professional and personal lives.  They appreciate quality and craftsmanship rather than the cheap alternatives offered by a disposable society. 

Stylus: How do today’s products meet the needs of today’s consumers who are interested in pens as fashion accessories?
AD: Our artistic director, Beatrice Fontana, has over 25 years experience in design in the fashion industry and has worked with other notable luxury brands such as Fendi, Versace, Calvin Klein and others. She searched through our design archives and pulled those cool and iconic aspects that consumers know and love and then melded them with upcoming trends to create our newest offerings. Parker Premier [introduced last fall] was the first product she designed, and it has been very well received. This spring we will see her influence in updated new finishes within the Jotter, Vector, Parker Urban, Parker IM and Sonnet lines.

Stylus: In your opinion, what are Parker’s greatest strengths as a pen company?
AD: High quality and heritage. Beatrice works hand-in-hand with our state-of-the-art design center at our factory in Saint-Herblain (close to Nantes in Western France). This facility has over 43 years of experience manufacturing fine writing instruments and boasts best-in-class expertise in advanced manufacturing and finishing techniques. Parker is a brand that consumers feel has meaning behind the name—it’s not just a logo.

Stylus: What, in your opinion, is the most overrated characteristic of a fountain pen?
AD: Like many of the finer things in life, fountain pens can be an acquired taste. For those who have not developed a love for them, the passion for this type of pen may be a mystery. But for those who have embraced the fountain pen, there’s absolutely nothing overrated about them. No other pen can provide such personal style and unique beauty to the written word.

Stylus: How many retail locations carry Parker in the U.S.?
AD: We are in 99 to 100 percent of all fine pen shops. We also enjoy distribution in stationery, luggage and department stores, as well as gift shops, bookstores, office supply stores and online shops.

Stylus: If you had to summarize the company philosophy, what would it be?
AD: Parker is about providing luxury accessories that help people find success in whatever path they choose in life. We help them to do that with a touch of class and understated elegance.