TRENDS, NETWORKS, AND CRITICAL THINKING  A look becomes a Trend if it undergoes the ff.

stages:
 Fringe Stage-an innovative idea, whether in the form of a
TRENDS AND FADS new product, service, or in other form, develops into the
 Trends market or become known to the trendiest consumers.
 A look that has the appeal of “newness” because it has been  Trendy-consumer and public awareness of the trend
missing or lacking in the market place. (Brannon, 2000) grows.
 Basically a pattern or a conceptualized idea that has the  Mainstream-the “conservative consumers” join the trend.
prospect of providing or having a continuing influence for a -the idea’s popularity and acceptance
longer period of time. continues to increase.
 Manifested in the form of patterns of sustained and -the trend can fade away once majority of the
increasing numbers for a long period of time. consumers tested the product or idea.
 Rising number of HIV/AIDS victims in the Philippines -if the idea’s acceptance or rejection
 Continuous use and appeal of the product among occurred over a short period of time and its appeal was
conumers limited to a small number of consumers, the trend is reduced
 Identifying a Trend into a fad.
 Elements and Characteristics of Trends
 Duration of Time-have longer staying power and enjoy a
longer of popularity.
Fringe Stage  Acceptability-trends are popularly accepted by many
industries and people. Trends tend to stay longer because
they receive popular support from consumers and companies.
 Cultural Basis-a trend rooted on the people’s cultural
Trendy traditions, beliefs, and values.
 Transitory increase or decrease-a trend shows a transitory
increase or decrease of a particular idea, event, or
Microtrends, Trend, Fragmentation phenomenon. (Brannon, 2000)
 Fad
Mainstream
Classic trend persists or stays for a long time
Fad, Trend, can fade away  A short-lived idea or temporary event that is usually called as
a “flash in the pan” because the popularity and reception of
 consumers for this idea fades away easily over a short period
of time.
 Particular color of paint
 New hairstyle
 Dance moves
 Characteristics of a Fad
 Confined to particular segments in society.
 Trivial because of its short life expectancy. It is prone to
being outdated.
 Not created but it is just revived from a style that existed all
along in the lives of some subgroup.
 Differences of Trends and Fads
 Duration of Time-a fad product enjoys a few months of
unexpected popularity, but disappears just as it appears.
 Number of industries affected-a fad often appears in a single
industry and rarely crosses over into others.
 Industry acceptance-investing in a fad item can be very
difficult to tell the difference between or and the other before
the product or service reaches buying public.
 Consumer adaption and perception of overall quality-fad
items are rarely expected to stand for a longer period of time
but trends tend to survive the decade in which they were
created.
 Reasons for rise-fads are determined by an emotional need to
purchase, based on publicity and fervent product opinions.
 Incubation period of life span-trends develop slowly while
fads increase, decrease, and eventually die out quickly.
 Scope-fad normally includes only a single brand or product
and has limited appeal outside one narrow consumer
segment.
 Cultural roots-if a fad has no cultural connection with the
people, it’s popularity and acceptability is short-lived.
CATEGORIES OF TRENDS
 Microtrends
 A tendency in the direction of some phenomenon that is
fairly persuasive within a given sphere of influence and lasts
for a few years.
 Small forces that can stir big changes in communities,
institutions, and societies around the world.
 Advocates localization as opposed to globalization.
 Macrotrends
 Not always created by the majority, but are typically
followed by a majority of society.
 Adheres to the economic principle of globalization as a
primary force for a change and growth.
 Detecting a Trend
 Cool Hunting-the search for what’s not popular yet, cool
hunters and industry professionals typically refer to cool as
the next big thing.
 Trendspotting-more wide-ranging than cool hunting. It refers
more generally to the study of trends and the way they
develop and affect society.
 Fundamental Elements that Drive All Trends
 Basic needs-the minimum requirements for everyday person
having a decent standard of life.
 Self-actualization: achieving one’s full potential
including creative activities. (self-fulfilment needs)
 Esteem needs: prestige and feeling of accomplishment.
(psychological needs)
  Belongings and love needs: intimate relationships,
friends. (psychological needs)
 Safety needs: security, safety (basic needs)
 Psychological needs: food, water, warmth, rest. (basic
needs)
 Drivers of Change-must be approachable carefully through
consultation and regular communication to become
successful.
 External drivers of change
 Globalization-leads to new markets and demands
dynamism among organizations.
 Institutional Constrains-include laws, regulations
and tariffs by international organizations,
governments and pressure from non-governmental
organizations.
