Introduction

The fashion accessories market has always held a significant place in the global consumer landscape. It is a dynamic sector that constantly evolves with changing fashion trends and consumer preferences. In recent years, TikTok has emerged as a powerful platform, especially in the US, offering unique advantages for promoting and selling fashion accessories. With its vast user base and engaging content format, it provides an excellent opportunity for brands and merchants to showcase their products and reach a wide audience.

Category Market Overview

According to the latest data and information sourced from authoritative websites, the fashion accessories market in the US has been experiencing both growth and challenges. The market size has been expanding steadily, driven by factors such as increasing consumer awareness of personal style and the influence of social media. However, consumer demand changes rapidly, with trends shifting from season to season. For instance, in recent weeks, there has been a notable preference for accessories that combine functionality with trendy designs, such as sunglasses with unique frames and keychains with stylish motifs.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the sales performance of fashion accessories showed interesting patterns. The overall GMV Gross Merchandise Volume for the category was $514.14 million, with a significant quarter-on-quarter QoQ decline of -38.03%. The sold count was 283,800, also experiencing a QoQ decrease of -44.21%.

Looking at the top-selling products, the "Back To School Sunglasses for Travel Use, Fashion Fall/Summer 2024 Geometric Frame Double Beam Sun Protection Glasses Trends" had a sold count of 4,916 and a GMV of $20,600, with a QoQ decline of -29.76%. On the other hand, the "MAGA Hat Metal Keychain 2024 Baseball Cap Keychain, Metal Key Chain Keychain Ring with USA Flag, Flag Hat Metal Key Chain" had a sold count of 3,613 and a remarkable GMV of $21,600, with a staggering QoQ increase of 1279.45%.

The popularity and growth patterns of these products can be attributed to various factors. The sunglasses likely benefited from the ongoing trend of stylish yet practical travel accessories, while the keychain's popularity might be due to its patriotic and trendy design, appealing to a specific segment of the US market.

Brand Case Analysis of the Specific Category

Among the top-performing brands and stores in the fashion accessories market on TikTok during this period, several stand out. For example, Evry Jewels had a GMV of $68,900 with a remarkable QoQ increase of 426.95% and a sold count of 7,728. Their success could be attributed to their wide range of products and effective marketing strategies on the platform. They likely capitalized on TikTok's visual nature to showcase their jewelry in an appealing way.

Another notable brand is OQ HAIR SHOP, which had a GMV of $199,200 with a QoQ decline of -25.66% and a sold count of 2,741. Despite the decline, their relatively high average price per item $72.68 indicates that they may be targeting a more niche or higher-end market segment within the fashion accessories category.

Conclusion

Overall, the fashion accessories market on TikTok in the US during the week of 2025/02/02 - 2025/02/08 presented a mixed picture. While some products and brands experienced significant growth, others faced challenges with declining sales. For cross-border merchants looking to enter or expand in this market, it is crucial to stay updated on the latest trends, both in terms of product design and marketing strategies. Leveraging TikTok's features such as video content creation and influencer partnerships can be key to success. Looking ahead, the market is likely to continue evolving, with consumer preferences expected to shift further, making it essential for merchants to remain adaptable and responsive to these changes.