In 1995, Maria Sebregondi, a translator, found inspiration for a profitable product while sailing with friends, leading her to develop the Moleskine notebook. The idea originated from passages in Bruce Chatwin’s “The Songlines,” which highlighted the importance of a specific notebook to creatives and nomads. After confirming market demand, Sebregondi and her partner, Francesco Franceschi, began a two-year design process resulting in the now-iconic Moleskine notebook. The product’s emphasis on minimalism and utility transformed it into a status symbol, ultimately leading to significant commercial success and its place in design and marketing history.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Moleskine notebooks become iconic | Shift from generic to brand identity | Increased value placed on craftsmanship | Desire for authenticity and status |
| The rise of the “contemporary nomad” | From simple consumer to lifestyle icon | New consumer segments prioritizing style | Global mobility and creativity |
| Brand marketing reshapes notebooks | Transition from functional to aspirational | Awareness of product storytelling | Influence of cultural narratives |
| Craftsmanship gains market attention | From mass production to artisanal | More emphasis on bespoke and unique goods | Demand for personalization |
| Handwriting seen as beneficial | Shift from digital to analog preference | Renewed interest in physical journaling | Psychologists endorsing analog tools |
| Notebook as a creative tool | Basic utility to creativity enhancer | Enhanced focus on mental well-being | Interest in mindfulness practices |
| Emphasis on design in products | From utility to aesthetic appeal | Widespread recognition of design value | Consumer preference for aesthetics |
| Expansion of stationery alternatives | From basic options to diverse products | Flourishing market for high-end stationery | Competition and innovation in design |
| Celebrity endorsements shape trends | Shift from common items to luxury status | Rising influence of social media on sales | Brand association with success |
| Global market reach for brands | Localized offerings to global products | Increased brand awareness worldwide | Globalization of culture and commerce |