Definition of a trend.

Learning competencies:
1. Define a trend. (HUMSS_MCT12-Ia-b-1)
2. Explain the process on how to spot a
trend. (HUMSS_MCT12-Ia-b-2)
3. Differentiate a trend from a fad.
(HUMSS_MCT12-Ia-b-3)
4. Point out the elements that make up a
tend. (HUMSS_MCT12-Ia-b-4)
5. Describe the different characteristics of a
trend. (HUMSS_MCT12-Ia-b-5)
Activity
1. The class is divided into 4 groups.
2. Each group will do the Concept Map; they
will identify a product that is either trend or
fad.
1. Group 1 and 2 (Trends)

2. Group 3 and 4 (Fad)

3. Each group will explain why they consider

the product trend or fad.
4. A selected member will present the output
in the class.
Concept Map
Trend or Fad

Name of Product

Explain why you consider the

product as Trend or Fad
Analysis
1. Where did you base your answer
(idea) in considering the product as
trends or fad?
Abstraction
Definition:
TRENDS
• 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 the product
Example:
• Increasing population growth in the
Phils.
• rising number of HIV-AIDS victims
• product-use/ consumption trends
among the consumers due to
effectiveness, popularity, high market
demand and influence (use of
smartphones)
FAD
• short-lived idea or temporary event
that is usually called as a “flash in the
pan” because the popularity and
reception of consumers for this idea
fades away easily over a short period of
time.
• its appeal to the consumer is
relatively small
• it has shorter staying power in the
market
• has particular beginning and fixed
end influence
Example:
use of particular color of paint,
new hairstyle, dance move
CHARACTERISTICS OF A FAD
 Fad is confined to particular segments in
society.

 Fad is trivial because of its short life

expectancy. It is prone to being outmoded.

 Fad is not created but it is just revived from

a style that existed all along in the lives of
some subgroup (Meyersohn and Katz, 1957
as cited in Brannon, 2000, 53)
Process of identifying a trend
1. Fringe Stage

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. Entrepreneurial and
business firms participate to develop and
innovate ideas.
Process of identifying a trend
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 trends. During this stage, the most
“fashion-forward brands and retailers” assess the
viability of the concept. They usually conduct
test-market researches.
Process of identifying a trend
3. Mainstream

In 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.
Process of identifying a trend
When mainstream happens, a number of things can occur:
a. The trend can fade away once the majority tested
the product or idea. They can either accept or reject it.
The trend is reduced into FAD.
b. When consumer buy or support the trend, the
trend will reached a plateau level of acceptance. If this
persists, the trend is called a CLASSIC – a look or trend
that is always present in some form that is appropriate
across diverse occasions and accepted by diverging
consumer groups.
c. Fragmentation of a trend. This happened when
there is a recent development in the trend or reinvention
which leads to the fringe stage of a trend.
Elements and Characteristics of a
Trend
1. Duration of Time
2. Acceptability
3. Cultural Basis – rooted on people’s cultural
traditions, beliefs and values. People seen
it as part of their society’s culture. (Ex.
Buffet restaurant in the Philippines)
4. Transitory Increase or Decrease – (all
trends have the potential to eventually
slow down and decline.)
Differences of Trends and Fads
1.Duration of Time
2. Number of Industries Affected
3. Industry Acceptance
4. Consumer Adoption and Perception
of Overall Quality
5. Reason for Rise
(Trend – consumers needs;
Fad – emotional need to purchase)
Differences of Trends and Fads
6. Incubation Period and Life Span
(Trend – develop slowly;
Fad – increase, decrease and die eventually)
7. Scope
(Trend – applicable to diverse consumers;
Fad – rapid acceptance with weak commitment)
8. Cultural Roots
(Trend – deeper cultural roots and attachments to
Filipinos;
Fad – no cultural connection)
Application
(Activity 1)
1. The class is divided into 4 groups.
2. Each group will present a TV commercial in 1 – 2 minutes.
They will select the FAD that is trending in the market.
3. After the presentation, they will explain its merits why it
is considered a FAD and soon will TREND in the
market. (5 minutes)
Criteria:

CRITERIA RATINGS
Presentation of TV product 25
Content 25
Use of Non-verbal Cues 25
Creativity 15
Participation of the Group Members 10
Total 100
Learning Competencies
1. Identify parts of a whole.
(HUMSS_MC12-Ia-b-6)
2. Identify emerging patterns.
(HUMSS_MC12-Ia-b-7)
3. See, discover, and differentiate
relationships between causes and
consequences. (HUMSS_MC12-Ia-b-8)
4. Present the derived ideas through a 100 –
word essay or other graphic presentation.
(HUMSS_MC12-Ia-b-9)
Evaluation