Executive Summary

Aug 2019
Growth driven by upmarket trends and a willingness to spend

Personal accessories saw ongoing value growth in Japan in 2019. Value rose despite falling volumes due to a declining population, the growing prevalence of rental and sharing services in categories such as bags and luggage, and watches, and the appropriation of products’ functions by computers, tablets and smartphones.

Key period of adaptation as computers and smartphones reduce consumers’ reliance on watches and writing instruments

This is a key period for the Japanese personal accessories market, as it undergoes a process of adaptation to a range of rapidly evolving circumstances. The emergence of computers and smartphones has undermined the functional role of products such as watches and writing instruments, leading manufacturers to reposition products in terms of their symbolic value or to move into the area of hybrid products and the Internet of Things.

Luxury players remain strong as demand for designer handbags surges

Louis Vuitton Japan KK overtook Richemont Japan Ltd to become the largest player in personal accessories in 2018, as it benefited from strong demand for handbags amongst both local consumers, as more women entered the paid workforce, and the rising number of inbound tourists. Multinational luxury players continued to dominate the Japanese personal accessories market towards the end of the review period, supported by the fact that Japan has become a popular shopping location for inbound tourists seeking to purchase authentic luxury goods, as well as the greater independent purchasing power of Japanese women.

Internet exerting a growing influence on retailing

While store-based retailing remained dominant across personal accessories in Japan in 2019, internet retailing continued to gain share in all categories, as consumers appreciated the convenience, competitive pricing, broad product range and improving delivery options offered by e-commerce. However, the influence of internet retailing went significantly further than simply taking sales away from physical stores.

Growth expected despite significant constraints

The Japanese personal accessories market is expected to see ongoing growth over 2019-2024. Demand is set to be significantly bolstered by the growing number of inbound tourists, driven by government efforts to boost the tourist industry and Japan’s hosting of major international events, including the 2019 Rugby World Cup and the Tokyo Olympics in 2020.

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Personal Accessories in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Personal Accessories industry in Japan 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 Japan, 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 Japan for free:

The Personal Accessories in Japan 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 Japan?
  • Is mechanical, quartz digital or quartz analogue driving sales of watches in Japan?

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.

Personal Accessories in Japan

EXECUTIVE SUMMARY

Growth driven by upmarket trends and a willingness to spend
Key period of adaptation as computers and smartphones reduce consumers’ reliance on watches and writing instruments
Luxury players remain strong as demand for designer handbags surges
Internet exerting a growing influence on retailing
Growth expected despite significant constraints

MARKET DATA

Table 1 Sales of Personal Accessories by Category: Volume 2014-2019
Table 2 Sales of Personal Accessories by Category: Value 2014-2019
Table 3 Sales of Personal Accessories by Category: % Volume Growth 2014-2019
Table 4 Sales of Personal Accessories by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Personal Accessories: % Value 2014-2018
Table 6 LBN Brand Shares of Personal Accessories: % Value 2015-2018
Table 7 Distribution of Personal Accessories by Format: % Value 2014-2019
Table 8 Forecast Sales of Personal Accessories by Category: Volume 2019-2024
Table 9 Forecast Sales of Personal Accessories by Category: Value 2019-2024
Table 10 Forecast Sales of Personal Accessories by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Personal Accessories by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Bags and Luggage in Japan

HEADLINES

PROSPECTS

Handbags maintains strong growth as more women enter the workforce and have money to spend
Changing office environment and diversified offer drive growth in backpacks
Subscription sharing services expanding in bags and luggage

COMPETITIVE LANDSCAPE

International brands introduce personalisation services
Domestic brands target local demand
Growing demand for small, lightweight carry-on bags

CATEGORY DATA

Table 12 Sales of Bags and Luggage by Category: Volume 2014-2019
Table 13 Sales of Bags and Luggage by Category: Value 2014-2019
Table 14 Sales of Bags and Luggage by Category: % Volume Growth 2014-2019
Table 15 Sales of Bags and Luggage by Category: % Value Growth 2014-2019
Table 16 Sales of Luggage by Type: % Value 2014-2019
Table 17 NBO Company Shares of Bags and Luggage: % Value 2014-2018
Table 18 LBN Brand Shares of Bags and Luggage: % Value 2015-2018
Table 19 Distribution of Bags and Luggage by Format: % Value 2014-2019
Table 20 Forecast Sales of Bags and Luggage by Category: Volume 2019-2024
Table 21 Forecast Sales of Bags and Luggage by Category: Value 2019-2024
Table 22 Forecast Sales of Bags and Luggage by Category: % Volume Growth 2019-2024
Table 23 Forecast Sales of Bags and Luggage by Category: % Value Growth 2019-2024

Jewellery in Japan

HEADLINES

PROSPECTS

Tourists play key role in jewellery growth as they look for something unique to take home
Emergence of “ethical jewellery” which reuses metals and stones
Trend towards synthetic diamonds in 2019

COMPETITIVE LANDSCAPE

Bvlgari targets younger Japanese consumers
Tiffany & Co updates stores
Kuwayama Corp looks beyond jewellery to diversify and reduce uncertainty

CATEGORY DATA

Table 24 Sales of Jewellery by Category: Volume 2014-2019
Table 25 Sales of Jewellery by Category: Value 2014-2019
Table 26 Sales of Jewellery by Category: % Volume Growth 2014-2019
Table 27 Sales of Jewellery by Category: % Value Growth 2014-2019
Table 28 Sales of Costume Jewellery by Type: % Value 2014-2019
Table 29 Sales of Fine Jewellery by Type: % Value 2014-2019
Table 30 Sales of Fine Jewellery by Collection: % Value 2014-2019
Table 31 Sales of Fine Jewellery by Metal: % Value 2014-2019
Table 32 NBO Company Shares of Jewellery: % Value 2014-2018
Table 33 LBN Brand Shares of Jewellery: % Value 2015-2018
Table 34 Distribution of Jewellery by Format: % Value 2014-2019
Table 35 Forecast Sales of Jewellery by Category: Volume 2019-2024
Table 36 Forecast Sales of Jewellery by Category: Value 2019-2024
Table 37 Forecast Sales of Jewellery by Category: % Volume Growth 2019-2024
Table 38 Forecast Sales of Jewellery by Category: % Value Growth 2019-2024

Watches in Japan

HEADLINES

PROSPECTS

Expansion of tourism driving up demand for watches
Sharing services emerging in watches
Stores taking on a changing role

COMPETITIVE LANDSCAPE

Citizen ventures into hybrid smartwatches
New brands entering market to appeal to modern consumers
Domestic brands see an improved performance

CATEGORY DATA

Table 39 Sales of Watches by Category: Volume 2014-2019
Table 40 Sales of Watches by Category: Value 2014-2019
Table 41 Sales of Watches by Category: % Volume Growth 2014-2019
Table 42 Sales of Watches by Category: % Value Growth 2014-2019
Table 43 Sales of Watches by Price Band: Volume 2014-2019
Table 44 Sales of Watches by Price Band: Value 2014-2019
Table 45 Sales of Watches by Price Band: % Volume Growth 2014-2019
Table 46 Sales of Watches by Price Band: % Value Growth 2014-2019
Table 47 NBO Company Shares of Watches: % Value 2014-2018
Table 48 LBN Brand Shares of Watches: % Value 2015-2018
Table 49 Distribution of Watches by Format: % Value 2014-2019
Table 50 Forecast Sales of Watches by Category: Volume 2019-2024
Table 51 Forecast Sales of Watches by Category: Value 2019-2024
Table 52 Forecast Sales of Watches by Category: % Volume Growth 2019-2024
Table 53 Forecast Sales of Watches by Category: % Value Growth 2019-2024
Table 54 Forecast Sales of Watches by Price Band: Volume 2019-2024
Table 55 Forecast Sales of Watches by Price Band: Value 2019-2024
Table 56 Forecast Sales of Watches by Price Band: % Volume Growth 2019-2024
Table 57 Forecast Sales of Watches by Price Band: % Value Growth 2019-2024

Writing Instruments in Japan

HEADLINES

PROSPECTS

Sales falling despite premiumisation trend
Manufacturers look to higher-end products to maintain value sales
E-learning undermining demand amongst students

COMPETITIVE LANDSCAPE

Zebra extends Mildliner’s range of potential use
Bringing IoT to writing instruments
IFPMA decision undermines B2B sales

CATEGORY DATA

Table 58 Sales of Writing Instruments by Category: Volume 2014-2019
Table 59 Sales of Writing Instruments by Category: Value 2014-2019
Table 60 Sales of Writing Instruments by Category: % Volume Growth 2014-2019
Table 61 Sales of Writing Instruments by Category: % Value Growth 2014-2019
Table 62 NBO Company Shares of Writing Instruments: % Value 2014-2018
Table 63 LBN Brand Shares of Writing Instruments: % Value 2015-2018
Table 64 Distribution of Writing Instruments by Format: % Value 2014-2019
Table 65 Forecast Sales of Writing Instruments by Category: Volume 2019-2024
Table 66 Forecast Sales of Writing Instruments by Category: Value 2019-2024
Table 67 Forecast Sales of Writing Instruments by Category: % Volume Growth 2019-2024
Table 68 Forecast Sales of Writing Instruments by Category: % Value Growth 2019-2024