Madame Trang Lê, founder of Aquafina Vietnam International Fashion Week (AVIFW), along with representatives from WGSN and representatives of various brands, at the seminar “2026 Consumer Trends”
The “2026 Consumer Trends” seminar, organized by Aquafina Vietnam International Fashion Week (AVIFW) in collaboration with WGSN – a leading authority in consumer trend forecasting – takes place on November 11, 2024, in Hanoi. This event offers strategic planners in-depth insights into consumer trends for 2026, equipping them to craft strategies that anticipate market demands and drive brand breakthroughs.
2026 Consumer Trends seminar brought together influential figures in international and Vietnamese fashion
The “2026 Consumer Trends” seminar brings together many influential names in both international and domestic fashion
On the afternoon of November 11, 2024, the 2026 Consumer Trends seminar took place with the presence of:
- Mrs. Carla Buzasi: CEO of WGSN – the world’s leading trend forecasting organization.
- Mrs. Trang Le – Founder and Chairwoman of Vietnam International Fashion Week.
- Mrs. Dung To – WGSN Ambassador in Vietnam.
- Mrs. Tran Nguyen Thien Huong – Editor-in-Chief of Harper’s Bazaar Vietnam.
- Mrs. Doan Ngoc – Executive Director of Canifa.
- Mr. Nguyen Le Vu Linh – CEO of Ivy Moda.
Madame Trang Lê delivered a welcoming speech at the seminar, sharing insights about the opportunity for collaboration with WGSN
The seminar began with a welcome speech by Mrs. Trang Le, Founder and Chairwoman of Aquafina Vietnam International Fashion Week. She announced:
“Trend forecasting is essential for Vietnamese fashion in this globalization era. That is why we decided to partner with one of the world’s leading trend forecasting organizations – WGSN. Today’s seminar marks the first event in a series of collaborative activities between Aquafina Vietnam International Fashion Week and WGSN.”
Madame Trang Lê, along with Mrs. Carla Buzasi – CEO of WGSN, at the “2026 Consumer Trends” seminar
Speaking at the seminar, Mrs. Carla Buzasi shared that this is the first time she has had the opportunity to visit Vietnam in person.
“This is my first visit to Vietnam, and I’ve been so excited about coming here. We have a large team in Asia who are coming in, meeting clients, and feeding back lots of information about the country, about the brands, about consumers. My husband also spent a lot of time here, traveling many years ago, and he always speaks of Vietnam as a place he truly loves. So, I’m very happy to be here.”
About WGSN
With over 25 years of experience, WGSN is a leader in trend forecasting and future direction, helping brands stay ahead of trends and build appropriate business plans, ensuring success and brand presence in the market. Additionally, 70% of the Top 100 global fashion brands are direct clients of WGSN.
At the 2026 Consumer Trends seminar, WGSN provided in-depth analyses of the consumer trends that will shape the market in 2026, presented by Mrs. Carla Buzasi – CEO of WGSN.
Mrs. Carla Buzasi – CEO of WGSN, gave a presentation on “2026 Consumer Trends”
Consumers are always placed at the core of every action in the strategic plans of brand managers. Faced with rapidly changing consumer behaviors, brands need to stay ahead of market predictions, helping to minimize risks and develop the most effective strategic plans for their brands.
At this seminar, WGSN addressed a crucial issue: How can brands identify their target customers and build long-term engagement with them in the future? Mrs. Carla Buzasi introduced a method of segmenting customer groups based on psychology – a relatively new approach in the Vietnamese market. Each customer group has its own distinct needs, and brands must focus on how to address these needs in order to connect the brand with consumers.
The “2026 Consumer Trends” seminar attracted a large number of participants and discussions
Based on thorough analysis and real-world examples of major global brands and businesses with specific customer groups, WGSN outlined key factors, which serve as a “guiding compass” for strategic planners in developing plans for brands in 2026:
- Using AI technology to create positive changes.
- Building happiness for consumers through the brand’s products.
- Expanding the brand’s presence not only on traditional screens but also at maximum touchpoints with consumers.
- Enhancing consumer experiences across various stages of life.
- Providing more opportunities for social interaction and building brand metrics.
What trends in Vietnam and Asia have the potential to become global trends?
The attendees were highly enthusiastic about the topic
According to Carla Buzasi, Gen Z in Asia will be the trendsetters in the future. She explained:
“I think for many decades, the West always believed they were the ones setting trends, and many major trends originated from the US and Europe. However, this has really changed in the past 10-15 years.
K-pop and K-beauty have clearly paved the way. But what we are seeing now is in countries like Vietnam, where there are amazing young generations with very unique styles. The youth culture and street style in Vietnam are starting to spread and influence the rest of the world.
Younger generations, like Gen Z in Europe and the US, are now looking to Asia, looking at countries like Vietnam for inspiration because there is something very unique about that youth culture. And with the help of social media, these trends have become easily accessible, something that was not possible before. So, I think this is a great time for young brands in Asia because the potential to reach global consumers is greater than ever before.”
Mrs. Carla Buzasi shared insights on Asian trends
Additionally, Carla Buzasi also provided some advice for young designers in Vietnam who wish to build their careers and reach a global audience. According to her, authenticity is the most important factor.
“I think the most important thing for any brand or designer is to have something truly authentic. My advice is not to copy what you see in the media. What does your brand stand for? Be honest about that. You will need to demonstrate this through multiple collections, rather than changing your style every six months. You need to clearly define your own perspective. I think that’s the starting point.
Secondly, it has never been easier to introduce your brand to a global community than it is now, thanks to platforms like TikTok, Instagram, and YouTube. So, make sure you have a strong social media profile. This doesn’t mean you need millions of followers. Quality is more important than quantity. You need to build a truly strong community, create a clear vision, and a unique voice. Then, you want to expand and connect, look for similar brands in other regions of the world to collaborate with. I also think now is a great time to create collaborations.
If we look back 20 years ago, brands were very competitive. They didn’t want to share. But now, many companies and brands understand they are stronger when they collaborate with others. So, finding a brand in the US or the UK with a similar perspective or target audience and building a relationship, and then collaborating, will benefit both brands. If you’re in Vietnam, you can build an audience in London. But if you’re a brand in London, the opportunity to build an audience in Vietnam is very exciting.
I believe no brand today only wants to focus on the domestic market. Everyone wants an international outlook, a global vision. So, the opportunity for collaboration is wide open. First, you need to know what you stand for. And second, use what you have to build relationships elsewhere.”
Mrs. Thiên Hương – Editor-in-Chief of Harper’s Bazaar Vietnam, delivered a speech at the “2026 Consumer Trends” seminar
Following Carla Buzasi’s insights, the 2026 Consumer Trends seminar also highlighted success stories from Vietnamese brands such as Canifa, Ivy Moda, Eva De Eva, and Harper’s Bazaar Vietnam. These brands, which have long been partners of WGSN, demonstrate the significance of forecasting and trend analysis in aligning with consumer preferences. Their success is a testament to the value of WGSN’s predictions and the importance of investing in market insights. Using WGSN is not just a cost, but a crucial investment for brands looking to connect with their audience and stay ahead in a rapidly evolving market.
Harper’s Bazaar Việt Nam
