Differentiating

Trend from Fad

A trend is basically a pattern or
conceptualized idea that has the
prospect of providing or having a
continuing influence for a longer
period of time due to increasing
and continuing presence and
effect.
A fad is generally
considered a quick and short
behavior whereas a trend is
one that evolves into a long
term or even permanent
change.
 Spotting Trends
According to Samuel (as cited by Brannon, 2000), anything
can be trends if it undergoes the following stages:

1. Fringe Stage 
It is the stage where innovation idea comes in
whether in the form of a new product, service or in
other form. It develops into the market or become
known to most people or customers. Entrepreneurial
and business firms start to participate during this
stage to develop and innovate ideas.
2. Trendy 
Consumer and public awareness of the trend grows as the
early adopters participate together with the innovators to
increase the perceptibility of the trend is very evident in this
stage.

3. Mainstream 
Conservative consumers join the trend during this stage. The
idea’s popularity and acceptance continue to increase and the
corporations and company brands exploit the growing demand
for the idea. In this stage, the trend becomes a mainstream
product or service. When it happens, a number of things can
occur.
Fundamental Elements of Trends
Basic Needs:
Trends – are ultimately rooted in our basic,
fundamental, rarely-if-ever-changing human
needs, wants and desires. Some examples
include creativity, self-improvement, safety,
status.
Drivers of Change
To analyze change, think in terms of Shifts and
Triggers. Shifts are the long- term, macro changes
(such as urban transition, aging populations, and
climate change) that play out across years or even
decades. While not consumer trends themselves,
these shifts do and will continue to shape both the
nature and direction of consumer trends. Triggers are
more immediate changes that drive the emergence of
a trend.
Innovations
Innovations are not trends but without
examples of customer-facing innovations
tapping into it, a trend can’t be said to exist fully.
These are the startups, new products, services,
experiences, and campaigns that are resolving
points of customer tension and creating new
levels of customer expectation.