The winter of 2024 saw a strong surge in demand for warm clothing in Vietnam, especially in the Northern region where harsh weather and seasonal shopping trends dominate. At the same time, social media has become a “fashion map” for consumers — from searching for material reviews, asking about sizing, and exploring mix-and-match ideas to making final purchase decisions.
To help fashion brands capture opportunities during the peak season, Buzzmetrics introduces the report FASHION INSIGHT IN PEAK SEASON: Mapping Consumer Behavior & Brand Strategy – Knitwear Category. The report uncovers how consumers talk about knitwear, what drives their purchase decisions, why “gifting” has emerged as a new motivator, and how brands leverage social media to win attention.
Key highlights include:
• Knitwear trends in the cold season and the strong growth across social media & e-commerce
• Consumer profiles and key drivers/barriers when choosing knitwear
• High-performing content tied to the topics consumers care about most
• Case Study: Uniqlo & TokyoLife — comparing two typical approaches: material-focused storytelling vs. promotion-driven strategies.
It is a solution that helps to monitor, measure and analyze the health of the brand, contributing to the construction of the brand image on social networks.
It is a solution that helps track, measure and analyze social media campaigns so that brands achieve the highest connection efficiency with users.
As a solution for continuous collection, analysis and processing of negative information sources for brands to proactively control and manage risk
It is a solution to help brands understand & connect with target customers on special occasions (New Year, Women's Day, Mid-Autumn...) or product selection context.
Understand users on social media (digital insight) through in-depth analysis of their concerns and discussion behaviors (digital behavior).
It is a solution that helps to collect customer opinions from online surveys, helps to proactively ask and delve into the issues that have been covered by Social Listening data.
It is a solution that helps to detect, analyze & predict the movement of trends through continuous monitoring of related hot topics.
Is a solution that helps brands identify influencer files that are suitable for media target groups & target audience groups.
It is a solution that helps to monitor, measure and analyze the situation of sales and competition on electromagnetic trading platforms, helping brands find the key to success on the retail floor battle.
In 2025, Vietnam’s beauty market is entering a new growth phase, driven by changes in how consumers approach and sustain personal care habits. Alongside the advantages of a young population and the rapid expansion of e-commerce, consumer behavior increasingly reflects the role of beauty as part of everyday life. Amid intensifying competition between domestic and international brands, Vietnam is emerging as a key market in Southeast Asia, marked by the intersection of beauty, technology, and evolving consumer culture.Within the skincare category, growth momentum is shifting away from intensive treatments and multi-step routines toward the need to maintain stable skin conditions that fit into daily lifestyles. This shift is also evident in social media discussions, where skincare is increasingly perceived as a long-term living habit rather than a short-term beauty solution.Buzzmetrics’ report Vietnam Facial Skincare – Market Shifts & Evolving Consumer Demands (2024–2025) analyzes more than 61 million skincare-related discussions collected between October 1, 2024 and September 30, 2025. The report highlights how consumers’ perceptions, product choices, and usage behaviors have evolved compared to previous years.
Nearly 24 million discussions were recorded in just 10 days, from December 20, 2025 to January 5, 2026 - even though Tet is still more than a month away. This once again confirms the undeniable importance of Tet to Vietnamese consumers. Brands across multiple industries have already begun gearing up and launching their Tet campaigns. In this context, let’s take a closer look with Buzzmetrics at the early-stage Tet conversations at the beginning of 2026.
_11zon.webp)
Matcha has become a global beverage phenomenon in recent years, even leading to shortages in Japan (according to Thanh Nien Newspaper). In Vietnam, the matcha market size is forecasted by Mobility Foresights to grow from USD 340 million in 2025 to USD 500 or even USD 780 million by 2030. Furthermore, according to IPOS, consumers are willing to pay an extra VND 10,000 - 20,000 for a high-quality cup of matcha. So, how is matcha being discussed on social media?
_11zon.webp)
As winter arrives, demand for warm-fashion on social media surges and gives rise to distinct seasonal consumer behaviors. Buzzmetrics research shows that knitwear is not only an essential wardrobe item but has also evolved into an emotionally meaningful product—often chosen to express care for loved ones during the year-end period. This article analyzes social media discussion data and offers content directions to help brands optimize their communications for the peak season.
