Competitor Strategies in Personal Accessories

August 2021

While just a few global players own many of the top-selling personal accessories brands, the industry remains highly fragmented, with unbranded and private label products holding a significant share of sales. With the global trend towards increased digital device use, as well as increased values-driven consumption, leading personal accessories companies are seeking to connect with more consumers for longer in order to maintain market share, while also looking to M&A activity for quicker growth.

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Key Findings

Based on the company’s existing brand and product portfolios, as well as existing market sizes, the rankings of the top 10 companies in personal accessories are not projected to change significantly over the coming years.

However, amid the COVID-19 pandemic, M&A activity has begun to accelerate.

As they seek to continue to expand their portfolios, many of the largest personal accessories players are likely to take advantage of opportunities to acquire smaller, independent and cash-strapped brands, often left more vulnerable by the pandemic, at a discount.

Then, they will aim to leverage portfolio-wide synergies in marketing, logistics and retail in order to grow their new brands’ revenues and profitability.

State of Play

Companies at a glance
Industry dependence
Company strength
Brand portfolio
Granularity of growth
Emerging versus developed markets

Evolving Consumer Behaviour and Demands Shape Brand Strategies

New consumer behaviour and growing demands shape brand strategies

Evolving Consumer Behaviour and Demands Shape Brand Strategies: Meeting a Digital-first New Normal

Increasingly digital-reliant consumers…
…devour digital content and demand digital shopping solutions
Burberry virtual store – Tokyo, Japan

Evolving Consumer Behaviour and Demands Shape Brand Strategies: Expanding Product Offering and Customer Base

Leveraging company capabilities and consumer awareness…
…brands expand product offerings both within and across categories
Tiffany & Co men’s engagement rings

Evolving Consumer Behaviour and Demands Shape Brand Strategies: Going Direct-to-consumer

Accelerated by COVID-19 disruptions…
…brands are moving from wholesale channels towards D2C
Nordstrom-Asos joint venture

Evolving Consumer Behaviour and Demands Shape Brand Strategies: Taking ESG Centre Stage

Under increasing scrutiny from consumers…
…companies are exploring new routes, like resale, to achieve ESG goals
Kering SA’s 2025 Sustainability Strategy – France/global

Future Outlook

Evolving consumer behaviour will continue to shape brand strategies


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