Lesson 1 - Definition of Trends

Smart phones and increasing HIV/AIDS cases are trends because they have lasted or are projected to last for a long period of time and affect multiple industries. Increasing teenage pregnancy is also a trend due to its sustained presence over time. Tala by Sarah Geronimo and e-books are examples of fads because while popular for a time, their appeal and impact were relatively small and short-lived.

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Lesson 1 - Definition of Trends

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Keanno

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Trends,

Networks and
Critical Thinking
in the 21 st

Century Culture
Trends
Trend
•It occurs when there is a building
of awareness on this new idea and
its presence produces an
increasing demand or need for that
idea among consumers.
Trend
•A pattern or a conceptualized idea that has
the prospect of providing or having a
continuing influence for a longer period of
time due to its increasing and sustained
presence and effect or even demand among
its consumer in the case of a product.
Trend
•They are manifested in the
forms of patterns sustained
and increasing numbers for a
longer period of time.
Examples of Trend in
Philippines
• Increasing population growth trend
• Rising HIV/AIDS victims
• Product use/consumption trend
• Smart phones and laptop usage among the
middle class, yuppies, professionals and
students.
Fad
• It is a short – lived idea or temporary events that is
usually called as “flash in the pan” because the
popularity and receptions of consumers for this idea
fades away easily over a short period of time.
• Its appeal among consumers is relatively small as well.
• It has a shorter staying power in the market.
Examples of Fad in Philippines

•Usage of particular color of

paint
•New Hairstyle/Hairdo
•Dance Moves
Characteristics of Fad
• Fad is confined to particular segments in society.
• Fad is a trivial because of its short life expectancy. It is prone
to being outmoded.
• Fad is/are not created but it is just revived from a style that
existed all along in the lives of the subgroups.
Differences of Fads
and Trends
The differences among fads and
trends are:
• Duration of Time
• Number of Industries Affected
• Industry Acceptance
• Consumer Adoption and Perception of Overall Quality
• Reason of Rise
• Incubation Period and Life Span
• Scope
• Cultural Roots
Duration of Time
Trends
• It can remain popular for decades.

Fads
• The product will enjoys a few months of unexpected
popularity but disappears just as quickly as its appear.
Duration of Time
• Example: “Crocs rubber clog footwear”.
• This brand was clearly a fad as the market value
of the company soared, peaking in late 2007 at
nearly 70$ a shares. But once sales started to
decline, the stock value plummeted to just over
1$ a share by early 2009
Number of industries affected

Trends
• Some consumers wants to buy a products which beyond the
realm of fashion.

Fads
• It often appears in a single industry and rarely crosses over
into others. Some raw materials did not accepted fashion
element of young people.
Number of industries affected

Trends
• Ex. Apple iPod’s Portable electronic devices and
modern gadgets.

Fads
• Ex. Parachute pants, leg warmers and hairstyles.
Industry acceptance
Trends
• Ex. Eating more healthy food like organic fruits and vegetables
and moving away from processed foods and high carbs food

Fads
• Ex. Different versions of individual diet plans and weight loss
programs.
Consumer adoption and perception
of overall quality

Trends
• Tends to survive the decade in which they created.

Fads
• Rarely expected to stand for a longer period of
time
Consumer adoption and perception
of overall quality

Trends
• Ex. Core exercise and reduction of abdominal fat

Fads
• Ex. Faddish exercise equipment that reduces
abdominal fat.
Reason for Rise
Trends
• Identifiable and explainable increases caused by the
consumers needs.

Fads
• Determined by an emotional need to purchase based
on publicity and fervent product opinion.
Incubation Period and life span

Trends
• It develops slowly and have long staying power to
build and effects may be felt for years and decades.

Fads
• It increases, decreases and eventually die out quickly.
Table Analysis
Teenage Mutant Ninja Turtles Licensed Apparel and Toys
Year Licensed Sales (Million $)
1989 25
1990 500
1991 1,900
1992 1,200
1993 500
Table Analysis
• How will you describe the sales of TNMT
Licensed Apparel and Toys from 1989 –
1993?
• Did it maintain its highest sales?
• Can we consider this product as trends or
fads?
Scope
Trends
• Brands that are applicable to diverse consumer segments and
possesses agility to consumers which have granted it permission to
expand beyond its current platform while maintaining authenticity.

Fads
• Single brands have a rapid acceptance among consumers with a
weak level of commitment to the idea.
Scope
Trends
• Ex. Healthy eating is important to a certain part
of the population for a long time.

Fads
• Ex. Low – carb diets.
Cultural roots
Trends
• Have a cultural attachment to the society.

Fads
• No cultural connection to the people so the
popularity and acceptability is short lived.
Process of Identifying Trends
• An innovative idea to
Fringe develop a product to the
stage trendiest consumers.
• Most fashion – forward brands
and retailers assess the viability of
Trendy the concept and usually conduct
test – market researchers.

• The brand or product can

Mainstream exploit the growing demands by
fad, classic and microtrends.
Types of Mainstream

Fad Classic Microtrends

• A trend that • A trend which • Trend
can fade away persists or Fragmentation
stays for a long
period of time
Elements and Characteristics of
Fad