CHAPTER 1

EXAMINING
TRENDS AND FADS
INTRODUCTION

Our world is vastly and dramatically changing.

Natural phenomena and human activities are the
drivers of these changes.
These are manifested in our behaviors, lifestyles,
ways of thinking, and in the broader front, our social
relations as well as our economic and political
activities.
INTRODUCTION

In order to adapt to the changing social environment,

we continue to learn and create new forms of
knowledge and products for our survival in its complex
world.
The agenda of modernity expanded across the globe
through colonization, eventually leading to
GLOBALIZATION.
LESSON 1
TRENDS AND
FADS
Most of the time, they come as consumer
products bearing a definite price tag,
touted in advertisements as “cool” or as
the new “in” thing. They are purchased by
a significant fraction of the population and
inhabit the consciousness of an even
greater number of people. These are called
FADS.
Why do some products become fads?
Some products are able to get a huge
slice of the market.
Some social practices have a strong base
of adherents.
Promenading in a mall, watching
romance comedies, or buying burger in a
fast food joint are activities enjoyed by
many, but they are not fads.
 The processes that make a product or a
practice into a fad may be more complex
than mere sales or its following.
Bikhchandani,
Hirschleifer, and Welch
(1992) defines fads as
“seemingly drastic swings in mass
behavior without obvious external
stimuli.”
Karl and Shapiro (1985)
describe it according to the theory
of network externalities, where
the utility of a product increases
when more people use it.
Facebook becomes a more valuable social
media platform not only because more
people use it, but also because it expands
the connections one account holder obtain
The lifespan of a regular product
consists of four stages:
Introduction
Growth stage
Maturity stage
Decline
Introduction: the product is
introduced to the market, there is an
information drive as the sales are still
low, and its market share still is
insignificant.
Growth stage: as the information
drive gains mileage, the product sales
steadily rise and a significant market
share is achieved.
Maturity stage: the product is
established and the producers or
manufactures aim to keep the market
share through innovations and
improvements.
Decline: the market may dwindle due
to competition or lack of innovation, but
the manufacturers could always opt for
further innovation and keep the market
share, or reverse the decline at the case
often is
A fad is often used interchangeably with
the word trend. A TREND is a new item
or a practice that stabilizes and transforms
into a habit, a lifestyle, or an enduring
product.
The introduction of products with planned
obsolescence rules the spirit of innovation
in today’s profit-driven market.
 The mobile phone was an improvement
from the land-based telephones because it
is a more efficient and expansive form of
communication.
Some trends seek to innovate lifestyles and
find practical ways to solve issues and
improve our well-being.
Examples:
Holistic health
Well-being
Ambient wellness
Local and Global Trends
Examples:
The rise of OFW’s
Changing roles of woman
Religious fundamentalism
 Difference between a trend and a fad
Notion of change
FAD – the new things that we currently do
fades when the perception of novelty is gone
TREND – the way we do things
Behavior
FAD – Intense
TREND – Sustained behavior that turns
into lifestyles, mindset, and values.
 Difference between a trend and a fad
Effects
FAD – coolness, me-too mentality, starts
with technology
TREND – meet needs, solves problems and
issues.
Time and nature of growth
FAD – suddenly disappears
TREND – does not disappears.
 Difference between a trend and a fad
Scope and limitations
FAD – single brand/limited brands
TREND – encompasses entire areas of
technologies
Examples
FAD – iPod, kalyeserye, pet rock, friendster
TREND – gadget, teleserye, pets, social
networking sites, dolls, social advocacies.
 FACTORS SHAPING TRENDS
HUMAN NEEDS
HISTORICAL FORCES
GLOBALIZATION
DIGITAL CONNECTIVITY AND SOCIAL
MEDIA.