Despite the rapid growth of e-commerce and digital innovation in 2024, offline retail sales continued to dominate global personal accessories retailing, accounting for 81.2% of total sales, while retail e-commerce comprised 18.8%. This disparity underscores the enduring relevance of bricks-and-mortar stores, particularly in categories where emotional connection, tactile engagement, instant gratification, the power of brand storytelling and personalised service remain central to the shopping experience. Consumers continue to value the ability to see, touch and experience products firsthand, especially when it comes to personal items like jewellery, watches and luxury leather goods.
Despite the rapid growth of e-commerce and digital innovation in 2024, offline retail sales continued to dominate global personal accessories retailing, accounting for 81.2% of total sales, while retail e-commerce comprised 18.8%.
Source: Euromonitor International
Luxury and premium specialist retailers redefining physical retail
Leisure and personal goods specialist retailers are thriving by reinventing the in-store experience, maintaining their strong presence in the category, with 44.8% of global personal accessories sales in 2024. Specialist retailers continue to engage with effective strategies to retain their position in the sector by tailoring selling strategies to their specific product mix, and remain essential to the personal accessories market, offering curated, high-touch experiences that emphasise authenticity, craftsmanship and expert service, which are qualities often missing in general retail. In 2024, jewellery and watch specialists accounted for 54.1% of global sales of jewellery, and 55.8% of sales of traditional watches, whilst bags and luggage specialists accounted for 33.1% of global sales of bags and luggage.
Brands are increasingly turning physical spaces into immersive environments, through pop-ups, exhibitions and hybrid formats, to foster deeper loyalty, especially in high-value categories like luxury leather goods, where craftsmanship and exclusivity are central. Concierge services are emerging as a major differentiator, offering personalised shopping, bespoke customisation and post-purchase care, which enhances client relationships and drives repeat business. While traditionally focused on luxury, these services are now expanding across specialist retailers and price points to unlock new in-store opportunities and reinforce brand prestige.
Phygital strategies to foster brand affinity
While e-commerce growth has stabilised since its 2020-2021 surge, its expanding share reflects a lasting shift in consumer behaviour, underscoring the need for digital adaptability. As online platforms evolve, integrating digital tools is now essential, and innovation in physical retail has become a strategic necessity. Hybrid models give forward-thinking retailers a competitive edge by reimagining in-store experiences.
At the same time, consumers are increasingly open to engaging with Generative AI across channels, embracing AI-driven solutions throughout the purchase journey.
To stay competitive, retailers are embracing digital transformation through omnichannel strategies that blend in-store experiences with online convenience. Innovations like virtual consultations, AR try-ons, and partnerships with luxury marketplaces are helping them reach younger, digitally native audiences, while preserving the exclusivity and expertise that define their niche. This is evidenced in Swarovski’s Digital Flagship store, launched in 2025, which blends immersive online experiences with interactive features, allowing users to explore collections like the Ariana Grande x Swarovski capsule through virtual shopping, games and challenges. It offers personalised services, such as booking appointments with crystal experts, enhancing customer engagement while showcasing the brand’s artistry and innovation in a digital-first environment.
The future of hybrid personal accessories retail
Hybrid retail is becoming essential in personal accessories, enabling brands to deliver seamless, flexible shopping experiences that blend online convenience with in-store engagement. Today’s consumers expect to move fluidly between channels, and hybrid strategies – like click-and-collect, mobile checkout, and concierge services – meet these demands while enhancing trust and emotional connection, especially for high-value items like jewellery, watches and luxury bags. By integrating digital tools and leveraging omnichannel data, brands can personalise marketing, optimise inventory, and maintain the exclusivity and craftsmanship that define the category. As expectations evolve, offering a cohesive, emotionally resonant journey across all touchpoints is a key competitive advantage.
Polène is redefining hybrid retail by evolving from a digital-first brand to one that strategically integrates physical stores to enhance the customer experience. Its boutiques in Paris and London attract steady foot traffic, reflecting the value of in-person engagement. These spaces offer tactile experiences, personalised service and immersive storytelling that deepen brand loyalty and elevate prestige. This shift mirrors a broader trend in personal accessories, where blending e-commerce convenience with the emotional appeal of physical retail is now essential. Polène’s boutiques serve not just as sales points, but as experiential hubs that reinforce its identity in ways digital alone cannot.
The future of personal accessories retail lies in harmonising the physical and digital realms, ensuring that each channel enhances the other to meet the diverse and dynamic needs of today’s consumers.
Read our report Where Consumers Shop for Personal Accessories for more analysis on in-store and e-commerce selling strategies in the personal accessories market.