Module 2

Understanding Trends and Fads

 MODULE 2A

Defining a Trend
• What is a Trend?
• Stages of a Trend
• Elements and Characteristic of a Trend
• To be able to identify the difference between a trend
and a fad
• To be able to recognize recurring trends and fads in
our time
• To know use this skills as an advantage in the 21st
century world
• To equip oneself with the necessary skills that can be
used in different aspects of life
Where Am I Heading?

THE 21ST CENTURY

WORLD
TRENDS AND FADS
Identifying trends is an important skill that a
twenty – first century Filipino student must
learn. As technology progresses, new trends
develop around the world almost every minute.
It is therefore necessary that we must be able
to learn how trends are created
A trend is a “look that has the appeal of newness
because it has been missing or scarce in the
marketplace.” It occurs when there is a building of
awareness on this new idea and its presence produces
an increasing demand or need for that particular new
idea among consumers
A trend 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
or even demand among its consumers in the case of
a product. Trends are manifested in the form of
patterns of sustained and increasing numbers for a
long period of time
Another type of trend would refer
to product – use/ consumption
trend which shows that there is a
continuous use and appeal of the
product among its consumers
because of its effectiveness,
popularity, high market demand,
and influence over a sustained
period of time
• Increasing population growth trend in the Philippines
• Trend toward the rising number of HIV – AIDS victims
in the Philippines
• The use of smart phones and laptops among the
middle class, yuppies(young professionals),
professionals, and students
Tracing a trend is similar to the work of a meteorologist
who predicts and tracks weather patterns. A weather
disturbance can bring heavy monsoon rains or even lead
to a typhoon. A look becomes a trend if it undergoes the
following stages:
In this stage, an innovative idea,
whether in the form of a new
product, service, or in 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
In this stage, consumer and public
awareness of the trend grows as the
early adopters participate together
with the innovators to increase the
perceptibility of the trend. During
this stage, the “most fashion –
forward brand and retailers” assess
the viability of the concept. They
usually conduct test – market
researches.
During this stage, the “conservative
consumers” join the trend. The
idea’s popularity and acceptance
continues to increase, and the
corporations and company brands
exploit the growing demand for that
idea. In this stage, the trend
becomes a mainstream product or
service. When it happens, a number
of things can occur:
The trend can fade away once
majority of the consumers test the
product idea. They could either
accept or reject the idea. If the
idea’s 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 consumers 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 persists or stays for a long
period of time, the trend is called a
classic. A classic refers to a look or
trend that is always present in some
form that is appropriate across diverse
occasions and accepted by diverging
consumer groups.

Another possibility is the fragmentation of a trend. A

trend fragmentation or microtrend happen when there
is a recent development in the trend or a reinvention
which leads to the fringe stage of a trend.
 FRINGE

TRENDY

MAINSTREAM

FAD
MICROTRENDS
TREND
TREND
CAN
FRAGMENTATION
FADE
AWAY
CLASSIC
TREND PERSISTS OR STAYS FOR A
LONG PERIOD OF TIME
A trend has different elements that
differentiate it from a fad. By analyzing
the different elements of a trend, you
can determine its difference from a
fad.
 Trends have longer staying power and
enjoy a longer period of popularity. The
lifespan of products or ideas that become
trend do not disappear quickly as opposed
to a fad
 Trends are popularly accepted by many
industries and people. Trend tend to stay
longer because they receive popular support
from consumers and companies who believe
on these trends as accepted ideas or patterns
that can endure time.
A trend is rooted on the people’s cultural
traditions, beliefs, and values. A trend
persists and continues because people
have seen it as a part of their society’s
culture. It does not have a short period of
popularity
A trend shows a transitory increase or
decrease of a particular idea, event, or
phenomenon. There are trends that have lasted
for a longer period of time, but all trends have
the potential to eventually slow and decline
• Mangiduyos, G (2017). Trends , Networks,
and Critical Thinking in the 21st Century: Rex
bookstore
• Dela Cruz, A. (2018)The Padayon Series:
Trends, Networks, and Critical Thinking in
the 21st Century: Phoenix publishing
house