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.
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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.
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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.
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