It is basically 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 of even demand among its consumer in the case of a product
Example:
 Increasing population growth in the Philippines
 Rising number of HIV-AIDS victims in the Philippines

PROCESS OF IDENTIFYING A TREND

According to Samuel (as cited by Brannon, 2000, 7) a look becomes a trend if it undergoes the following
stages:
1. Fringe stage - In this stage, an innovation idea, whether in the form of a new product, services, or any other
form, develops into the market or become known to the trendiest consumers. In This stage, entrepreneurial and
business firms participate to develop and innovate ideas.
2. Trendy - in this stage, consumer and public awareness of the trend grows as the early adopters participate
together with the innovation to increase the perceptibility of the trend. During this stage, the “most fashion-forward
brands and retailers” assess the viability of the concept. They usually conduct test-market researches.
3. Mainstream - During this stage, the “conservative consumers” join the trend, the ideas popularity and
acceptance continues to increase, and the corporation and company brands exploit the growing demand for that
idea. In this stage, the trend becomes a mainstream product or service.
Possible to happen:
 The trend can fade away once majority of the consumers tested the product or idea. They could
either accept or reject the idea. If the ideas acceptance or rejection occurred over a short period of
time and its appeal was limited to a small number of consumer, the trend is reduced into a fad
 When consumer buy or support the trend by doing multiple purchases, the trend reaches a plateau
level of acceptance and stays at that same level. If the trend persist or stays for a long period of
time, the trend is called a classic.

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