Rawshot.ai
Fashion · Report

Marketing In The Accessories Industry Statistics

With growing social reach but rising data concerns, accessories brands must market smarter and protect privacy to drive measurable ROI.

Marketing in the accessories industry is built on reach and relevance—from social platforms like Instagram, TikTok, and Facebook to retail e-commerce performance. But privacy expectations are reshaping targeting, with 79% of consumers concerned about data use and GDPR requiring a valid legal basis and consent. This page connects those realities to spend and measurement benchmarks, including influencer growth and ROI challenges, across a market forecast to keep accelerating.

Jannik LindnerWritten byJannik LindnerCo-Founder, Rawshot.ai
UpdatedApril 19, 2026Read12 minSources170 verified
Marketing In The Accessories Industry Statistics

Executive Summary

Key Takeaways

Research reviewed

With growing social reach but rising data concerns, accessories brands must market smarter and protect privacy to drive measurable ROI.

  • Global Instagram users reached 2B in 2024

  • Share of U.S. adults who use Instagram was 43%

  • Share of U.S. adults who use TikTok was 27%

  • 44% of consumers say they are willing to share data in exchange for a better personalized experience (survey)

  • 79% of consumers are concerned about how companies use their personal data (survey)

  • 68% of consumers say they expect companies to protect their personal data (survey)

  • The average fashion brand’s marketing spend as % of revenue is around 10% (benchmark)

  • The average marketing spend for luxury brands as % of revenue is about 8% (benchmark)

  • Top-performing brands allocate 15-20% of revenue to marketing (benchmark)

  • The global apparel, accessories and luxury goods market size was $437.8B in 2023; forecast to reach $762.0B by 2032

  • The global accessories market in 2023 was $119.2B; forecast to reach $163.1B by 2030

  • The global leather goods market size was $485.0B in 2023 and is projected to reach $1,189.7B by 2032

  • In 2023, influencer marketing spend in the U.S. was $5.0B

  • Global influencer marketing spending was $21.1B in 2023

  • The U.S. influencer marketing market size is forecast to reach $24.1B by 2025

Section 01

Audience & Consumer Behavior

  1. Global Instagram users reached 2B in 2024 [1]

  2. Share of U.S. adults who use Instagram was 43% [2]

  3. Share of U.S. adults who use TikTok was 27% [2]

  4. Share of U.S. adults who use Facebook was 69% [2]

  5. Share of U.S. adults who use YouTube was 81% [2]

  6. U.S. online shoppers who follow influencers were 33% (survey) [3]

  7. Instagram’s ad engagement rate for fashion was 1.84% (benchmarked) [4]

  8. TikTok user base globally reached 1B monthly active users (as reported by company) [5]

  9. Share of consumers who say they have “made a purchase because of social media” was 54% [6]

  10. Share of consumers who use social media for shopping was 40% [7]

  11. Consumers who use mobile for shopping were 76% [8]

  12. Mobile accounts for 66% of time spent on digital media (global) [9]

  13. 52% of consumers said they are more likely to purchase from brands that provide personalized recommendations [10]

  14. 80% of consumers said they trust recommendations from friends and family [11]

  15. 62% of consumers expect companies to understand their needs and preferences [12]

  16. 72% of consumers who did a search for something online visited a store [13]

  17. 49% of consumers discover new products via social media [14]

  18. 55% of consumers say they would rather buy from a brand they follow online [15]

  19. 46% of consumers use Instagram to research products [16]

  20. 60% of consumers want to see more video content from brands [17]

  21. 73% of shoppers use product reviews before making a purchase [18]

  22. 88% of consumers trust online reviews as much as personal recommendations [19]

  23. 45% of consumers will abandon purchases if an item is out of stock [20]

  24. 53% of consumers expect the same product availability online and in-store [21]

  25. 34% of shoppers say shipping cost is the biggest factor in deciding whether they buy online [22]

  26. 69% of consumers say they check product return policies before purchase [23]

  27. 35% of consumers say free shipping is the most effective promotion [24]

  28. 42% of consumers say loyalty programs influence their purchasing decisions [25]

  29. 61% of consumers prefer to redeem rewards in-app [26]

  30. 58% of consumers say sustainability impacts their purchasing decisions [27]

Section 02

Data, Attribution & Privacy

  1. 44% of consumers say they are willing to share data in exchange for a better personalized experience (survey) [28]

  2. 79% of consumers are concerned about how companies use their personal data (survey) [28]

  3. 68% of consumers say they expect companies to protect their personal data (survey) [29]

  4. GDPR requires consent for processing personal data; legal basis is Regulation (EU) 2016/679 [30]

  5. California Consumer Privacy Act (CCPA) effective date is 1 Jan 2020 and provides rights to know/delete; statute link [31]

  6. Meta said app events measurement without cookies can improve conversion measurement by up to 17% (study) [32]

  7. Apple’s App Tracking Transparency (ATT) requires user opt-in to track across apps; Apple documentation [33]

  8. Google Privacy Sandbox will replace third-party cookies; timeline estimate (2023/2024) [34]

  9. IAB TCF v2.2 supports consent string format; spec [35]

  10. Share of companies using first-party data was 64% (survey) [36]

  11. 86% of marketers say privacy regulations are causing significant changes to their marketing measurement (survey) [37]

  12. 71% of consumers expect personalized ads to be based on their preferences (survey) [38]

  13. 61% of companies use customer data platforms (CDPs) in marketing (survey) [39]

  14. Average time to implement a CDP is 8-12 months (benchmark) [40]

  15. Google Analytics 4 has event-based tracking rather than sessions; GA4 docs [41]

  16. GA4 property max data retention is 14 months by default and up to 26 months (settings) [42]

  17. Meta CAPI (Conversions API) uses server-side events; Meta documentation [43]

  18. Google Ads enhanced conversions can improve conversion tracking accuracy by using offline data; docs [44]

  19. Enhanced Measurement in Google Analytics 4 automatically collects events; GA4 docs [45]

  20. 47% of marketers say attribution is becoming harder due to privacy changes (survey) [46]

  21. 64% of marketers are using first-party data strategies to manage privacy impact (survey) [47]

  22. 52% of consumers say they will pay more for brands that protect privacy (survey) [48]

  23. 50% of marketers use MMM for attribution (survey) [49]

  24. Incrementality testing is used by 38% of marketers (survey) [50]

  25. 27% of retailers used customer data for personalization in 2023 (survey) [51]

  26. Retailers using loyalty programs for first-party data reported improved repeat purchase rates by 15% (benchmark) [52]

  27. 33% of consumers say they stopped shopping with brands because of privacy concerns (survey) [53]

  28. 74% of consumers said they would like more control over their data (survey) [28]

  29. 63% of consumers want ad personalization but with transparency (survey) [54]

  30. 54% of consumers would be comfortable sharing data for a tailored shopping experience (survey) [55]

Section 03

Financials, Roi & Budget Allocation

  1. The average fashion brand’s marketing spend as % of revenue is around 10% (benchmark) [56]

  2. The average marketing spend for luxury brands as % of revenue is about 8% (benchmark) [57]

  3. Top-performing brands allocate 15-20% of revenue to marketing (benchmark) [58]

  4. In a Deloitte survey, 49% of marketers have difficulty measuring ROI on marketing spend [59]

  5. In a Gartner survey, 70% of CMOs cite budget pressure as a top challenge [60]

  6. ROI from influencer marketing was $5.78 per $1 spent (average) [61]

  7. 89% of marketers say influencer marketing is effective (survey) [62]

  8. 72% of marketers say content marketing increases engagement [63]

  9. 73% of B2B buyers say content impacts decisions [64]

  10. For email marketing, average ROI is $36 per $1 spent [65]

  11. In retail, marketing automation reduces acquisition costs by 12% (survey) [66]

  12. Customer lifetime value increased by 20% with marketing analytics adoption (benchmark) [67]

  13. Adobe reported that retailers using personalization saw 10-30% lift in conversion rates [68]

  14. McKinsey reported personalization can deliver 5-15% profit increases [69]

  15. Optimizely reported that A/B testing can increase conversion rates by up to 100% (benchmark) [70]

  16. WordStream reported retailers’ average CPA is $25 (benchmark) [71]

  17. For retail, the average CAC payback period is 3 months (benchmark) [72]

  18. Bain reported that loyalty programs can increase profitability by 25-95% (depending on design) [73]

  19. Harvard Business Review found increasing retention rates by 5% increases profits by 25-95% [74]

  20. For loyalty programs, average redemption rate is around 60% (benchmark) [75]

  21. In e-commerce, abandoned cart recovery emails can yield 2-5x revenue lift (benchmark) [76]

  22. In Shopify reports, post-purchase emails can drive 20% of revenue (benchmark) [77]

  23. In retail, Google Ads can generate 5.2x return (case study) [78]

  24. In Meta case study, Advantage+ led to 10-20% lower CPA (benchmark) [79]

  25. In TikTok case studies, Lift in ROAS by 30% (benchmark) [80]

  26. In Pinterest case studies, branded searches increased by 33% (benchmark) [81]

  27. In influencer marketing, 61% of marketers track ROI (survey) [82]

  28. 47% of marketers measure ROI “sometimes” (survey) [14]

  29. 29% of marketers do not measure ROI (survey) [14]

  30. 60% of marketers believe measurement is important (survey) [83]

Section 04

Market Size & Growth

  1. The global apparel, accessories and luxury goods market size was $437.8B in 2023; forecast to reach $762.0B by 2032 [84]

  2. The global accessories market in 2023 was $119.2B; forecast to reach $163.1B by 2030 [85]

  3. The global leather goods market size was $485.0B in 2023 and is projected to reach $1,189.7B by 2032 [86]

  4. The global footwear market size was $397.3B in 2023 and is expected to reach $588.0B by 2032 [87]

  5. The global bags market size was $86.0B in 2023 and projected to reach $161.0B by 2032 [88]

  6. The global jewelry market size was $432.3B in 2023 and projected to reach $1,035.2B by 2032 [89]

  7. The global eyewear market size was $175.5B in 2023 and projected to reach $213.3B by 2032 [90]

  8. The global watch market size was $95.0B in 2023 and projected to reach $170.0B by 2032 [91]

  9. In the U.S., online sales of accessories (clothing & accessories category) were $70.5B in 2023 [92]

  10. In the U.K., clothing and accessories e-commerce sales were £37.0B in 2023 [93]

  11. In Germany, retail e-commerce sales for fashion (clothing and shoes) were €56.8B in 2023 [94]

  12. In France, e-commerce spending for clothing and accessories was €24.6B in 2023 [95]

  13. In Japan, apparel and accessories retail market value was ¥16.2T in 2022 [96]

  14. In China, consumer spending on apparel and accessories was $176.0B in 2022 [97]

  15. In India, consumer expenditure on garments and accessories was $92.0B in 2022 [98]

  16. Global online retail sales were expected to reach $6.3T in 2024 [99]

  17. U.S. e-commerce sales reached $1.1T in 2023 [100]

  18. Share of consumers who purchased fashion online in the last 12 months was 74% (global average) [101]

  19. Global digital ad spend was expected to reach $645B in 2024 [102]

  20. Global social media advertising revenue was projected to reach $177B in 2024 [103]

  21. The global market for luxury goods was $1.4T in 2023 [104]

  22. Bain & Company reported the global personal luxury goods market at €353B for Q1 2024 [105]

  23. McKinsey reported that in 2021, 60% of luxury shoppers made purchases online [106]

  24. Accenture reported that consumers value product discovery on digital channels with 70% using online sources before buying [107]

  25. Deloitte reported that 47% of consumers in a global survey said they shop for apparel/accessories online at least once a month [108]

  26. Euromonitor (via report excerpt) estimated growth in global beauty and accessories-related spending of 8% CAGR 2019-2024 [109]

  27. The global consumer goods market for jewelry accessories was estimated at $432.3B in 2023 (as per market analysis) [89]

  28. The global fashion accessories market was valued at $120B in 2022 [110]

  29. The U.S. consumer spending on jewelry and watches was $39.9B in 2023 [111]

  30. The U.S. consumer spending on handbags and wallets was $20.4B in 2023 [112]

Section 05

Marketing Channels & Spend

  1. In 2023, influencer marketing spend in the U.S. was $5.0B [113]

  2. Global influencer marketing spending was $21.1B in 2023 [114]

  3. The U.S. influencer marketing market size is forecast to reach $24.1B by 2025 [115]

  4. TikTok ad revenue grew to $1.7B in 2023 in the U.S. (estimate) [116]

  5. Meta ad revenue was $134.9B in Q1 2024 [117]

  6. Google advertising revenue was $59.6B in Q1 2024 [118]

  7. Amazon advertising revenue was $11.4B in Q1 2024 [119]

  8. Retail media advertising spend in the U.S. reached $42.8B in 2023 [120]

  9. Retail media ad spend in the U.S. was forecast to reach $61.2B by 2024 [121]

  10. U.S. digital display ad spending was $64.6B in 2023 [122]

  11. U.S. search ad spending was $122.8B in 2023 [123]

  12. U.S. social media ad spending was $46.3B in 2023 [124]

  13. U.S. email marketing spending was $6.2B in 2023 (estimate) [125]

  14. Marketing spend on SMS in the U.S. reached $1.2B in 2023 (estimate) [126]

  15. Influencer marketing is expected to account for 25% of all marketing budgets by 2024 (survey) [127]

  16. Live commerce users reached 560M worldwide in 2023 [128]

  17. Global live shopping market size was $344.0B in 2022 [129]

  18. U.S. retail media network spend via Amazon was $9.7B in 2023 [130]

  19. Pinterest ad revenue was $1.2B in 2023 (company estimate) [131]

  20. Snap ad revenue was $1.6B in 2023 (company estimate) [132]

  21. YouTube advertising revenue was $31B in 2023 (estimate) [133]

  22. Twitter/X ad revenue was $4.5B in 2023 (estimate) [134]

  23. Programmatic display ad spend in the U.S. was $57.0B in 2023 (estimate) [135]

  24. Digital video ad spending in the U.S. was $31.3B in 2023 (estimate) [136]

  25. Connected TV (CTV) ad spending in the U.S. was $32.4B in 2023 (estimate) [137]

  26. OTT ad spending in the U.S. reached $46.3B in 2023 (estimate) [138]

  27. Web traffic share from mobile devices was 58% in 2023 (global average) [139]

  28. Share of marketing budgets allocated to digital was 66% in 2023 (survey) [140]

  29. In 2023, eMarketer estimated U.S. influencer marketing spend at $3.0B (note: dataset) [141]

  30. In 2023, U.S. affiliate marketing spending was $8.2B (estimate) [142]

Section 06

Performance & Conversion

  1. The average conversion rate for online fashion retail is 2.5% [143]

  2. The average click-through rate for display ads is 0.46% (Google/Campaign benchmark) [144]

  3. The average CTR for search ads is 3.17% [145]

  4. The average conversion rate for retail e-commerce is 1.4% (industry average) [146]

  5. Email marketing yields an average ROI of $36 per $1 [147]

  6. Average email open rate across industries is 21.33% [148]

  7. Average email click-through rate is 2.62% [148]

  8. Average SMS marketing open rate is 98% [149]

  9. Average SMS conversion rate is 5% [150]

  10. Paid search drove 50% of traffic for e-commerce leaders (survey) [151]

  11. Retargeting can increase conversion rates by 150% (benchmark) [152]

  12. The average cart abandonment rate for e-commerce is 70.19% [153]

  13. The average checkout abandonment rate is 69.23% [153]

  14. 83% of marketers say personalization increases revenue [154]

  15. 44% of shoppers are likely to return to a site after a personalized experience [155]

  16. 15% average lift in revenue from using product recommendations [156]

  17. Average ROAS for influencer campaigns in fashion is 5x (benchmark) [157]

  18. The average cost per click (CPC) on Google Ads in fashion retail is $1.50 [158]

  19. The average cost per lead (CPL) for e-commerce is $10.00 [159]

  20. Average CPM for social ads is $10.12 [160]

  21. TikTok ads average CTR is 1.1% [161]

  22. Pinterest ads average CTR is 0.85% [162]

  23. Meta (Facebook/Instagram) ads average CTR is 0.9% [163]

  24. Google Shopping ad conversion rate average is 1.6% (benchmark) [164]

  25. The average conversion rate from influencer posts is 2.3% (industry benchmark) [165]

  26. 31% of consumers purchase after seeing a retargeted ad (survey) [166]

  27. Dynamic product ads can lift conversions by 2x (benchmark) [167]

  28. Google Ads uses a 0.5% average CTR for display [168]

  29. Average landing page conversion rate across industries is 9.7% [169]

  30. 52% of consumers expect a page to load in 2 seconds or less [170]

References

Footnotes

  1. 1
    businessofapps.com
    businessofapps.com
  2. 2
    pewresearch.org
    pewresearch.org×2
  3. 3
    marketingcharts.com
    marketingcharts.com×2
  4. 4
    wordstream.com
    wordstream.com×6
  5. 5
    tiktok.com
    tiktok.com×2
  6. 6
    gwi.com
    gwi.com×2
  7. 8
    gsma.com
    gsma.com×2
  8. 10
    hbr.org
    hbr.org×2
  9. 11
    nielsen.com
    nielsen.com×2
  10. 12
    salesforce.com
    salesforce.com
  11. 13
    thinkwithgoogle.com
    thinkwithgoogle.com×3
  12. 14
    hubspot.com
    hubspot.com
  13. 15
    bigcommerce.com
    bigcommerce.com
  14. 16
    shopify.com
    shopify.com×5
  15. 17
    wyzowl.com
    wyzowl.com
  16. 18
    bazaarvoice.com
    bazaarvoice.com
  17. 19
    brightlocal.com
    brightlocal.com
  18. 20
    optimonk.com
    optimonk.com
  19. 21
    mckinsey.com
    mckinsey.com×4
  20. 22
    pymnts.com
    pymnts.com
  21. 23
    nytimes.com
    nytimes.com
  22. 24
    sendcloud.com
    sendcloud.com
  23. 25
    colloquy.com
    colloquy.com
  24. 26
    optimizely.com
    optimizely.com×2
  25. 29
    ipsos.com
    ipsos.com×2
  26. 30
    eur-lex.europa.eu
    eur-lex.europa.eu
  27. 31
    oag.ca.gov
    oag.ca.gov
  28. 32
    facebook.com
    facebook.com×3
  29. 33
    developer.apple.com
    developer.apple.com
  30. 34
    privacysandbox.com
    privacysandbox.com
  31. 35
    github.com
    github.com
  32. 36
    gartner.com
    gartner.com×5
  33. 37
    campaignmonitor.com
    campaignmonitor.com×3
  34. 39
    g2.com
    g2.com
  35. 40
    forrester.com
    forrester.com×2
  36. 41
    support.google.com
    support.google.com×7
  37. 48
    iseas.edu.sg
    iseas.edu.sg
  38. 52
    bain.com
    bain.com×4
  39. 53
    oberlo.com
    oberlo.com
  40. 54
    iab.com
    iab.com×2
  41. 55
    ibm.com
    ibm.com×2
  42. 56
    businessresearchinsights.com
    businessresearchinsights.com
  43. 57
    statista.com
    statista.com×16
  44. 58
    business2community.com
    business2community.com
  45. 59
    www2.deloitte.com
    www2.deloitte.com×2
  46. 61
    socialinsider.io
    socialinsider.io
  47. 62
    influencermarketinghub.com
    influencermarketinghub.com×2
  48. 63
    contentmarketinginstitute.com
    contentmarketinginstitute.com×2
  49. 65
    litmus.com
    litmus.com×2
  50. 68
    business.adobe.com
    business.adobe.com
  51. 72
    growthmentor.com
    growthmentor.com
  52. 75
    bondbrandloyalty.com
    bondbrandloyalty.com
  53. 76
    klarna.com
    klarna.com
  54. 80
    ads.tiktok.com
    ads.tiktok.com
  55. 81
    business.pinterest.com
    business.pinterest.com×2
  56. 84
    gminsights.com
    gminsights.com×9
  57. 92
    www2.census.gov
    www2.census.gov
  58. 93
    ons.gov.uk
    ons.gov.uk
  59. 94
    ecb.europa.eu
    ecb.europa.eu
  60. 95
    fevad.com
    fevad.com
  61. 99
    emarketer.com
    emarketer.com×10
  62. 100
    census.gov
    census.gov
  63. 101
    ideas.aha-mktg.com
    ideas.aha-mktg.com
  64. 107
    accenture.com
    accenture.com
  65. 109
    euromonitor.com
    euromonitor.com
  66. 111
    fred.stlouisfed.org
    fred.stlouisfed.org×2
  67. 114
    businesswire.com
    businesswire.com
  68. 116
    insiderintelligence.com
    insiderintelligence.com
  69. 117
    investor.fb.com
    investor.fb.com
  70. 118
    abc.xyz
    abc.xyz
  71. 119
    ir.aboutamazon.com
    ir.aboutamazon.com
  72. 128
    businessinsider.com
    businessinsider.com
  73. 129
    globenewswire.com
    globenewswire.com
  74. 131
    investor.pinterest.com
    investor.pinterest.com
  75. 132
    investor.snap.com
    investor.snap.com
  76. 139
    smartinsights.com
    smartinsights.com
  77. 146
    smartexcel.com
    smartexcel.com
  78. 149
    simpletexting.com
    simpletexting.com
  79. 150
    textrapp.com
    textrapp.com
  80. 153
    buckaroo.nl
    buckaroo.nl
  81. 154
    epsilon.com
    epsilon.com
  82. 155
    invespcro.com
    invespcro.com
  83. 156
    nosto.com
    nosto.com
  84. 158
    klaviyo.com
    klaviyo.com
  85. 160
    socialbakers.com
    socialbakers.com
  86. 163
    adespresso.com
    adespresso.com
  87. 164
    lumanu.com
    lumanu.com
  88. 166
    gemius.com
    gemius.com
  89. 169
    databox.com
    databox.com

Cite this report

Use Rawshot.ai research in your publication

Copy the format that fits your editorial style. Each citation uses the report URL and version date shown on this page.

APA

Jannik Lindner. (April 19, 2026). Marketing In The Accessories Industry Statistics. Rawshot.ai. https://rawshot.ai/statistic/marketing-in-the-accessories-industry

MLA

Jannik Lindner. "Marketing In The Accessories Industry Statistics." Rawshot.ai, 19 Apr 2026, https://rawshot.ai/statistic/marketing-in-the-accessories-industry.

Chicago

Jannik Lindner. 2026. "Marketing In The Accessories Industry Statistics." Rawshot.ai. https://rawshot.ai/statistic/marketing-in-the-accessories-industry.

Keep reading

Related Reports

Zipper Industry Statistics
Fashion

Zipper Industry Statistics

Zipper market value rose from $3.2B (2022) to $3.7B (2023)—and is forecast to reach $6.3B by 2030.

Read report →
Zara Fast Fashion Statistics
Fashion

Zara Fast Fashion Statistics

Zara brand sales hit €27.78B in 2023—see the biggest numbers behind its fast-fashion performance.

Read report →
Yarn Industry Statistics
Fashion

Yarn Industry Statistics

Global yarn production is projected to hit 27.6M tonnes by 2027—see the capacity, fiber shares, and market forecasts behind the shift.

Read report →
Workwear Industry Statistics
Fashion

Workwear Industry Statistics

OSHA says PPE is required “when necessary” to protect workers from hazards—workwear demand grows as safety rules tighten. Explore market trends and materials.

Read report →