Knitwear & “Gifting”: User Insights and Strategies for Fashion Brands in Winter

1. Winter fashion conversations are booming, and knitwear has become the center of attention on social media

As early as September, social media users were beginning to stir conversations about warm clothing. However, the real surge only erupted during the November–December period, when mentions of warm apparel peaked at 1.86 million in December (+48.5%).

Notably, knitwear emerged as an unmissable item. Starting in October, discussion of knitwear recorded a record growth of +108.3%, signaling a clear shift in user preferences as people proactively searched for fashion pieces at the onset of colder weather. The appeal of knitwear stayed strong, peaking at nearly 740,000 mentions in December.

When we dig deeper into discussions about knitwear, the root causes of this “craze” show a clear split: conversations in the North account for the majority of total volume and peaked in December 2024, driven mainly by preparations for the autumn–winter season, Christmas, and shared travel experiences to extremely cold destinations like Harbin (Cáp Nhĩ Tân). By contrast, the peak in the South is smaller and is primarily driven by non-weather factors such as brand promotion campaigns and online retailers’ clearance sales. This suggests that while growth in the North is fueled by practical demand, brands can still spark strong conversations in the South through commercial events and discount campaigns.

2. Beyond “keeping warm,” “gift-giving” has become a new growth driver in knitwear purchases 

Data shows that conversations related to gift-giving account for 34.7% of all discussions—making it a new growth driver for the knitwear category. Consumers view knitwear as a way to express care and affection, especially toward parents, partners, and loved ones. This presents an opportunity for brands to expand their positioning, shifting from a focus on “warming functionality” to highlighting its “emotional value” during the festive season. 

3. Unpredictable weather remains a key barrier that makes consumers hesitate when choosing knitwear

Despite strong purchasing motivation, choosing knitwear still faces major barriers—chief among them unstable weather and the product’s limited adaptability. Among all concerns, “getting too hot indoors or during activities” accounts for 38.3% of discussions, while “difficulty in washing/cleaning” makes up 34.4%. With unpredictable temperature shifts, consumers constantly struggle with the question: “What can I wear that keeps me warm in the early morning but doesn’t overheat me by noon?”. These challenges, combined with worries about stretching and pilling, have created a clear market need: brands must guide consumers toward knitwear options that can flexibly adapt to a variety of weather conditions.

4. Understanding Motivations & Barriers: Content Direction Recommendations for Brands

a. Breaking the “Unpredictable Weather” Barrier with Mix-and-Match Styling Content: 

To address the barrier of “difficulty adapting to changing weather,” brands should prioritize solution-oriented content. Instead of showcasing single products, build outfit combinations tailored to specific scenarios: cold mornings–warm afternoons, work–leisure, or extreme-cold travel. The rise of TikTok creates a strong opportunity for Mix & Match videos with KOLs/Reviewers, demonstrating real-life situations and reducing consumer hesitation. For example, major brands like Uniqlo frequently collaborate with TikTok creators such as @emi and @Pecao Review to produce Mix-and-Match style guides.

b. Building Emotional Value Through a “Gift of Care” Strategy: 

Data show that gift-giving is not just a passing trend but a key growth driver for the knitwear market, accounting for 34.7% of discussions about purchase motivations. Consumers view knitwear as a way to express care—especially for family members—so brands should shift their messaging from “just keeping warm” to positioning knitwear as a “gift of care”: highlight emotion, gifting stories, and thoughtful gestures instead of focusing solely on functionality.

Conclusion

As another winter approaches, knitwear continues to be a must-have category for every fashion brand. Beyond its warming function, social media data shows a strong emotional driver: knitwear is increasingly seen as an expression of care and affection — a sentiment that now dominates much of the conversation and creates clear commercial opportunities. To capitalize on this shift, brands should:

• Reduce weather-related concerns with Mix & Match content that demonstrates flexible styling from morning chill to midday warmth.
• Activate emotional value through a gifting strategy — storytelling, thoughtful packaging, and messaging centered around the recipient.