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Country Report

Personal Accessories in

Personal Accessories in Thailand

Aug 2020

US$1,210

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Executive Summary

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COVID-19 impact on personal accessories

Coronavirus (COVID-19) has had a detrimental impact on personal accessories in Thailand. The closure of schools, workplaces and foodservice and entertainment establishments, bans on travel and tourism, the postponement of major social events like weddings and birthday parties and stay-at-home measures have reduced the need to use or buy items like bags and luggage, jewellery, watches and writing instruments.

COVID-19 country impact

All non-essential establishments in Thailand were closed from 21 March, with only takeaway and delivery services allowed from foodservice outlets. A cross-border travel ban was put in place, with the exception of diplomats, work permit holders, people working in the transportation of goods, as well as those with express permission of the Prime Minister to enter the country.

Company response

The competitive landscape remained highly fragmented in personal accessories in 2019, with the leading player overall, Richemont Luxury (Thailand), holding only a low single-digit retail value share. The leading player in bags and luggage, Kering, extended its retail value share lead as its Gucci brand benefited from the small and mini bag trend with a popular new collection.

Retailing shift

The closure of non-essential retail channels, especially leisure and personal goods specialist retailers and department stores, limited access to and sales of personal accessories, particularly high-end or luxury brands, during the COVID-19 lockdown. This stimulated a move towards large modern grocery retailers and, especially, e-commerce, as consumers tried to limit their trips to retail stores and sought convenient and safer retailing options.

What next for personal accessories?

Retail volume and value sales at constant 2020 prices are projected to decline across personal accessories in 2021. High unemployment rates and lower disposable incomes during the COVID-19 pandemic are expected to exacerbate existing economic difficulties in Thailand, such as high household debt, drought, stagnant wage growth and a slowdown in tourism.

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Personal Goods Market Sample Data

Overview

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.

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Overview

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

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

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 Thailand

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 Thailand

KEY DATA FINDINGS

2020 IMPACT

Lockdown and travel restrictions severely limit the need for new bags and luggage in 2020

Players and consumers respond to environmental-friendly trend by developing and embracing reusable bags for a variety of shopping needs

Small bag trend sees Gucci overtake Louis Vuitton as top brand in 2019

RECOVERY AND OPPORTUNITIES

Residual economic and travel concerns set to slow return to positive growth for bags and luggage

Second-hand luxury and concept stores add value to shopping for bags and luggage

Discounts and international shopping concepts set to drive demand for luxury brands

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 Thailand

KEY DATA FINDINGS

2020 IMPACT

Sales plummet as Coronavirus limits opportunities to buy and wear jewellery

Global pandemic accelerates shift to e-commerce for availability, convenience and safety reasons

Players employ various strategies to gain an edge in a highly fragmented landscape

RECOVERY AND OPPORTUNITIES

Longer and busier “wedding seasons” and investment potential set to push recovery of fine jewellery

Local enterprises seek to add value with fashionable collections and high-quality production

Consumers may turn to rental services to reduce economic burden

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 Thailand

KEY DATA FINDINGS

2020 IMPACT

Lockdown restrictions and economic concerns see consumers postpone purchases of new watches

Smart watches trend adds another string to watchmakers’ bow

Casio Marketing (Thailand) remains the clear leader in 2019 despite a small share dip as basic watches lose appeal

RECOVERY AND OPPORTUNITIES

Slow recovery anticipated as consumers remain cautious about return to normality

TAG Heuer moves towards the mass market to exploit new realities in the category

Players look to brand ambassadors, customisation and novelties to stimulate interest in watches

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 Thailand

KEY DATA FINDINGS

2020 IMPACT

Writing instruments is less affected than jewellery and watches as home working and schooling stimulate residual demand

Search for creative tools to occupy children sustains interest in colouring although digitalisation trend dampens sales

DHA Siamwalla uses innovation and technology to close the gap on Nan Mee in 2019

RECOVERY AND OPPORTUNITIES

Students, office workers and an ageing population offer sales opportunities for writing instruments

Players look to omnichannel strategies to reach wider and more sophisticated consumer bases

Retailers invest in differentiation and added-value services to present modern and lifestyle concepts

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 Thailand

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 Thailand

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 Thailand

KEY DATA FINDINGS

2020 IMPACT

Lockdown and travel restrictions severely limit the need for new bags and luggage in 2020

Players and consumers respond to environmental-friendly trend by developing and embracing reusable bags for a variety of shopping needs

Small bag trend sees Gucci overtake Louis Vuitton as top brand in 2019

RECOVERY AND OPPORTUNITIES

Residual economic and travel concerns set to slow return to positive growth for bags and luggage

Second-hand luxury and concept stores add value to shopping for bags and luggage

Discounts and international shopping concepts set to drive demand for luxury brands

CATEGORY DATA

Jewellery in Thailand

KEY DATA FINDINGS

2020 IMPACT

Sales plummet as Coronavirus limits opportunities to buy and wear jewellery

Global pandemic accelerates shift to e-commerce for availability, convenience and safety reasons

Players employ various strategies to gain an edge in a highly fragmented landscape

RECOVERY AND OPPORTUNITIES

Longer and busier “wedding seasons” and investment potential set to push recovery of fine jewellery

Local enterprises seek to add value with fashionable collections and high-quality production

Consumers may turn to rental services to reduce economic burden

CATEGORY DATA

Watches in Thailand

KEY DATA FINDINGS

2020 IMPACT

Lockdown restrictions and economic concerns see consumers postpone purchases of new watches

Smart watches trend adds another string to watchmakers’ bow

Casio Marketing (Thailand) remains the clear leader in 2019 despite a small share dip as basic watches lose appeal

RECOVERY AND OPPORTUNITIES

Slow recovery anticipated as consumers remain cautious about return to normality

TAG Heuer moves towards the mass market to exploit new realities in the category

Players look to brand ambassadors, customisation and novelties to stimulate interest in watches

CATEGORY DATA

Writing Instruments in Thailand

KEY DATA FINDINGS

2020 IMPACT

Writing instruments is less affected than jewellery and watches as home working and schooling stimulate residual demand

Search for creative tools to occupy children sustains interest in colouring although digitalisation trend dampens sales

DHA Siamwalla uses innovation and technology to close the gap on Nan Mee in 2019

RECOVERY AND OPPORTUNITIES

Students, office workers and an ageing population offer sales opportunities for writing instruments

Players look to omnichannel strategies to reach wider and more sophisticated consumer bases

Retailers invest in differentiation and added-value services to present modern and lifestyle concepts

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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