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Country Report

Personal Accessories in

Personal Accessories in Canada

Aug 2020

US$1,210

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Executive Summary

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COVID-19 impact on personal accessories

Various factors including economic uncertainty felt in Canada towards the end of the review period, were exacerbated with the emergence of COVID-19 and the lockdown procedures taken by the government from mid-March 2020. Many consumers were forced to adopt work-from-home measures, or others worked reduced hours or were made unemployed, resulting in spending restricted to essential groceries, medication or consumer health products amongst the general population.

COVID-19 country impact

A 30-day restriction on all non-essential travel across the Canada-US border was implemented on 21 March, before being extended for a further 30 days to 21 May. This continued to be reviewed each month and was further extended into August due to the ongoing rise in the number of cases in the US.

Company response

The competitive environment of personal accessories remained highly fragmented in 2019, and included a diverse mix of foreign and domestic retailers and manufacturers, international retail chains and independent retail stores and branded and private label players. The polarising trend noted within personal accessories in Canada also strengthened; while price-sensitive consumers appreciate the more affordable fast fashion brands offered by the likes of Zara and H&M, affluent citizens and wealthy international visitors focused on the tourism-led cities of Vancouver and Toronto (where upmarket high traffic Yorkdale Shopping Centre houses a wide range of luxury branded boutiques), as well as Quebec.

Retailing shift

The increasing trend towards shopping online towards the end of the review period amongst price-sensitive and time-pressed consumers was brought sharply into focus during the lockdown in 2020, with e-commerce gaining value share across personal accessories. Many major retailers of personal accessories were forced to close, significantly reducing their operations beginning the week of 16 March, including national department stores such as Holt Renfrew and Hudson’s Bay, while jewellery specialist retailer Birks Group (Maison Birk) closed its stores across Canada on 18 March 2020, but continued to offer concierge services by telephone and e-commerce.

What next for personal accessories?

Personal accessories is predicted to see a tentative return to growth in 2021 before strengthening in 2022 as consumers regain their confidence in spending in addition to the likelihood of a return of international tourism as lockdown measures are further eased. However, the back-to-school season in September 2020, depending on the decision taken by various provinces, could offer a boost to writing instruments and backpacks in particular.

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Personal Goods Market Sample Data

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Personal Accessories industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Personal Accessories industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Canada for free:

The Personal Accessories in Canada market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

How are sales of luggage, backpacks and sports bags impacted by tourism flows?
Are sales of real jewellery catching up on costume jewellery in Canada?
Is mechanical, quartz digital or quartz analogue driving sales of watches in Canada?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our personal goods market research database.

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Personal Accessories in Canada

EXECUTIVE SUMMARY

COVID-19 impact on personal accessories

COVID-19 country impact

Company response

Retailing shift

What next for personal accessories?

MARKET DATA

Table 1 Sales of Personal Accessories by Category: Volume 2015-2020
Table 2 Sales of Personal Accessories by Category: Value 2015-2020
Table 3 Sales of Personal Accessories by Category: % Volume Growth 2015-2020
Table 4 Sales of Personal Accessories by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Personal Accessories: % Value 2015-2019
Table 6 LBN Brand Shares of Personal Accessories: % Value 2016-2019
Table 7 Distribution of Personal Accessories by Format: % Value 2015-2020
Table 8 Forecast Sales of Personal Accessories by Category: Volume 2020-2025
Table 9 Forecast Sales of Personal Accessories by Category: Value 2020-2025
Table 10 Forecast Sales of Personal Accessories by Category: % Volume Growth 2020-2025
Table 11 Forecast Sales of Personal Accessories by Category: % Value Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DEFINITIONS

SOURCES

Summary 1 Research Sources

Bags and Luggage in Canada

KEY DATA FINDINGS

2020 IMPACT

Work-from-home policies, closure of schools and restricted travel due to lockdown measures in 2020 result in declining demand for bags and luggage in Canada

Highly fragmented competitive environment for bags and luggage in 2019 with luxury brands making gains due to premiumisation trend

E-commerce continues growth momentum going into 2020, driven by closure of non-essential stores but store-based specialists will remain relevant for consumers of luxury bags and luggage following reopening phases

RECOVERY AND OPPORTUNITIES

Closure of workplaces and education establishments in addition to restricted travel in 2020 reduce demand for bags and luggage

Luxury handbags set to record strongest rebound from 2021, driven by return to upmarket specialist boutiques and likely return of wealthy tourists

Niche trends likely to continue to find an audience over the forecast period

CATEGORY DATA

Table 12 Sales of Bags and Luggage by Category: Volume 2015-2020
Table 13 Sales of Bags and Luggage by Category: Value 2015-2020
Table 14 Sales of Bags and Luggage by Category: % Volume Growth 2015-2020
Table 15 Sales of Bags and Luggage by Category: % Value Growth 2015-2020
Table 16 Sales of Luggage by Type: % Value 2015-2020
Table 17 NBO Company Shares of Bags and Luggage: % Value 2015-2019
Table 18 LBN Brand Shares of Bags and Luggage: % Value 2016-2019
Table 19 Distribution of Bags and Luggage by Format: % Value 2015-2020
Table 20 Forecast Sales of Bags and Luggage by Category: Volume 2020-2025
Table 21 Forecast Sales of Bags and Luggage by Category: Value 2020-2025
Table 22 Forecast Sales of Bags and Luggage by Category: % Volume Growth 2020-2025
Table 23 Forecast Sales of Bags and Luggage by Category: % Value Growth 2020-2025

Jewellery in Canada

KEY DATA FINDINGS

2020 IMPACT

Discretionary nature of jewellery leads to strong declines during lockdown in Canada

Highly fragmented competitive environment for jewellery in 2019 resulting in need for players to be innovative and flexible in their approach to attracting wider audience

Retailers and brands with an established online presence likely to fare better during pandemic

RECOVERY AND OPPORTUNITIES

Recovery predicted from 2021, driven by affordable costume jewellery

Tentative recovery for fine jewellery as specialist retailers open their doors, but return of international tourism will remain a key factor

Birks Group’s efforts to expand target audience to appeal to millennials likely to be thwarted due to lockdown measures and consumers’ price-sensitivity

CATEGORY DATA

Table 24 Sales of Jewellery by Category: Volume 2015-2020
Table 25 Sales of Jewellery by Category: Value 2015-2020
Table 26 Sales of Jewellery by Category: % Volume Growth 2015-2020
Table 27 Sales of Jewellery by Category: % Value Growth 2015-2020
Table 28 Sales of Costume Jewellery by Type: % Value 2015-2020
Table 29 Sales of Fine Jewellery by Type: % Value 2015-2020
Table 30 Sales of Fine Jewellery by Collection: % Value 2015-2020
Table 31 Sales of Fine Jewellery by Metal: % Value 2015-2020
Table 32 NBO Company Shares of Jewellery: % Value 2015-2019
Table 33 LBN Brand Shares of Jewellery: % Value 2016-2019
Table 34 Distribution of Jewellery by Format: % Value 2015-2020
Table 35 Forecast Sales of Jewellery by Category: Volume 2020-2025
Table 36 Forecast Sales of Jewellery by Category: Value 2020-2025
Table 37 Forecast Sales of Jewellery by Category: % Volume Growth 2020-2025
Table 38 Forecast Sales of Jewellery by Category: % Value Growth 2020-2025

Watches in Canada

KEY DATA FINDINGS

2020 IMPACT

Watches, a discretionary item already starting to struggle in 2019, experiences significant drop in demand during the lockdown in Canada

Highly fragmented competitive environment for watches in 2019 led by Timex which offers wide product portfolio

Closure of store-based specialist retailers during lockdown impacts demand through dominant distribution channel, resulting in share gain for e-commerce in 2020

RECOVERY AND OPPORTUNITIES

Tentative recovery from 2021 driven by basic and mid watches before weakening over the course of the forecast period

Weak demand for high mechanical likely to be exacerbated by increasing competition from second-hand market

Despite positive performance predicted for basic and mid watches for 2021/2022 traditional watches will continue to come under pressure from digitalisation

CATEGORY DATA

Table 39 Sales of Watches by Category: Volume 2015-2020
Table 40 Sales of Watches by Category: Value 2015-2020
Table 41 Sales of Watches by Category: % Volume Growth 2015-2020
Table 42 Sales of Watches by Category: % Value Growth 2015-2020
Table 43 Sales of Watches by Price Band: Volume 2015-2020
Table 44 Sales of Watches by Price Band: Value 2015-2020
Table 45 Sales of Watches by Price Band: % Volume Growth 2015-2020
Table 46 Sales of Watches by Price Band: % Value Growth 2015-2020
Table 47 NBO Company Shares of Watches: % Value 2015-2019
Table 48 LBN Brand Shares of Watches: % Value 2016-2019
Table 49 Distribution of Watches by Format: % Value 2015-2020
Table 50 Forecast Sales of Watches by Category: Volume 2020-2025
Table 51 Forecast Sales of Watches by Category: Value 2020-2025
Table 52 Forecast Sales of Watches by Category: % Volume Growth 2020-2025
Table 53 Forecast Sales of Watches by Category: % Value Growth 2020-2025
Table 54 Forecast Sales of Watches by Price Band: Volume 2020-2025
Table 55 Forecast Sales of Watches by Price Band: Value 2020-2025
Table 56 Forecast Sales of Watches by Price Band: % Volume Growth 2020-2025
Table 57 Forecast Sales of Watches by Price Band: % Value Growth 2020-2025

Writing Instruments in Canada

KEY DATA FINDINGS

2020 IMPACT

Writing instruments records lowest decline in volume terms within personal accessories as lockdown encourages creative activities including colouring and crafting

Consolidated static competitive environment in 2019 encourages greater innovation amongst leading brands

Gradual move towards e-commerce amongst consumers of writing instruments is exacerbated by lockdown measures in 2020

RECOVERY AND OPPORTUNITIES

Back-to-school season could offer more positive outlook towards end of 2020

Brands will need to expand online presence in terms of marketing to keep them top of mind

Niche demand for fountain pens likely to remain in Canada

CATEGORY DATA

Table 58 Sales of Writing Instruments by Category: Volume 2015-2020
Table 59 Sales of Writing Instruments by Category: Value 2015-2020
Table 60 Sales of Writing Instruments by Category: % Volume Growth 2015-2020
Table 61 Sales of Writing Instruments by Category: % Value Growth 2015-2020
Table 62 NBO Company Shares of Writing Instruments: % Value 2015-2019
Table 63 LBN Brand Shares of Writing Instruments: % Value 2016-2019
Table 64 Distribution of Writing Instruments by Format: % Value 2015-2020
Table 65 Forecast Sales of Writing Instruments by Category: Volume 2020-2025
Table 66 Forecast Sales of Writing Instruments by Category: Value 2020-2025
Table 67 Forecast Sales of Writing Instruments by Category: % Volume Growth 2020-2025
Table 68 Forecast Sales of Writing Instruments by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Personal Accessories in Canada

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on personal accessories

COVID-19 country impact

Company response

Retailing shift

What next for personal accessories?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Personal Accessories in Canada

EXECUTIVE SUMMARY

COVID-19 impact on personal accessories

COVID-19 country impact

Company response

Retailing shift

What next for personal accessories?

MARKET DATA

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DEFINITIONS

SOURCES

Bags and Luggage in Canada

KEY DATA FINDINGS

2020 IMPACT

Work-from-home policies, closure of schools and restricted travel due to lockdown measures in 2020 result in declining demand for bags and luggage in Canada

Highly fragmented competitive environment for bags and luggage in 2019 with luxury brands making gains due to premiumisation trend

E-commerce continues growth momentum going into 2020, driven by closure of non-essential stores but store-based specialists will remain relevant for consumers of luxury bags and luggage following reopening phases

RECOVERY AND OPPORTUNITIES

Closure of workplaces and education establishments in addition to restricted travel in 2020 reduce demand for bags and luggage

Luxury handbags set to record strongest rebound from 2021, driven by return to upmarket specialist boutiques and likely return of wealthy tourists

Niche trends likely to continue to find an audience over the forecast period

CATEGORY DATA

Jewellery in Canada

KEY DATA FINDINGS

2020 IMPACT

Discretionary nature of jewellery leads to strong declines during lockdown in Canada

Highly fragmented competitive environment for jewellery in 2019 resulting in need for players to be innovative and flexible in their approach to attracting wider audience

Retailers and brands with an established online presence likely to fare better during pandemic

RECOVERY AND OPPORTUNITIES

Recovery predicted from 2021, driven by affordable costume jewellery

Tentative recovery for fine jewellery as specialist retailers open their doors, but return of international tourism will remain a key factor

Birks Group’s efforts to expand target audience to appeal to millennials likely to be thwarted due to lockdown measures and consumers’ price-sensitivity

CATEGORY DATA

Watches in Canada

KEY DATA FINDINGS

2020 IMPACT

Watches, a discretionary item already starting to struggle in 2019, experiences significant drop in demand during the lockdown in Canada

Highly fragmented competitive environment for watches in 2019 led by Timex which offers wide product portfolio

Closure of store-based specialist retailers during lockdown impacts demand through dominant distribution channel, resulting in share gain for e-commerce in 2020

RECOVERY AND OPPORTUNITIES

Tentative recovery from 2021 driven by basic and mid watches before weakening over the course of the forecast period

Weak demand for high mechanical likely to be exacerbated by increasing competition from second-hand market

Despite positive performance predicted for basic and mid watches for 2021/2022 traditional watches will continue to come under pressure from digitalisation

CATEGORY DATA

Writing Instruments in Canada

KEY DATA FINDINGS

2020 IMPACT

Writing instruments records lowest decline in volume terms within personal accessories as lockdown encourages creative activities including colouring and crafting

Consolidated static competitive environment in 2019 encourages greater innovation amongst leading brands

Gradual move towards e-commerce amongst consumers of writing instruments is exacerbated by lockdown measures in 2020

RECOVERY AND OPPORTUNITIES

Back-to-school season could offer more positive outlook towards end of 2020

Brands will need to expand online presence in terms of marketing to keep them top of mind

Niche demand for fountain pens likely to remain in Canada

CATEGORY DATA

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