Chapter 1: Trends and

Fads
Trend
-a look that has the appeal of “Newness”
because it has been missing or scarce in the
market. – Brannon (2000, 6-7)

- A pattern or a conceptualized idea that has

the prospect of providing or having continuing
influence for longer period of time.

-it has withstood the test of time.

 Fad
-is a short-lived idea or temporary event that is
usually called as “Flash in the Pan” .

- Can be recognized by its sudden appearance

and disappearance.

-It has shorter staying power in the market.

- It has particular beginning and a fixed end of

influence.
Example of TREND:
• Use of smart phones and laptops.
• Women entering workforce.
• Use of credit cards.
• Rising number of HIV victims.
• 24 hours groceries stores
Examples of FAD:
• Ice bucket challenge
• Hairstyle
• Dance moves
• Rubiks cube
ELEMENTS AND CHARACTERISTICS OF TREND:
1. Duration of Time
2. Acceptability
3. Cultural basis
4. Transitory increase or decrease
CHARACTERISTICS OF A FAD:
5. Fad is confined to particular segments in
society
6. Fad is a trivial because of its short life
expectancy.
7. Fad is not created but it is just revived from
style that existed in the lives of some
subgroup.
 PROCESS OF IDENTIFYING A TREND
1. Fringe stage
2. Trendy
3. Mainstream

Differences of Trends and Fads

4. Duration of time
5. Number of industries affected
6. Industry acceptance
7. Consumer adoption and perception of
overall quality
5. Reason for rise
6. Incubation period and life span
7. Scope
8. Cultural roots
Seatwork #1:
Characteristic Example of a Example of a
s and Trend Fad
Elements of a
Trend

1.

2.

3.

4.

5.