From fashion to technology, fads and trends come and go. But what’s the difference between trend and fad, and how to identify and make them work for your business is the question that often leaves many executives and marketers frustrated and confused.
There is a fragile line that separates a trend from a fad, and therefore it’s become critical for brands to understand these two terms thoroughly. After all, every business wants to reap long term benefits from the marketing strategies they are undertaking for business growth.
But before heading into the conversation about the key differences between the two, let’s understand what exactly these two terms are –
WHAT IS A TREND?
To understand the meaning of the trend precisely, we can think of something that gains momentum slowly over time. Many trends may not come to notice at first, except by thoughtful leaders of the industry. Yet, only after substantial time, its importance meets the eye. Trends are driven by consumer needs that help people solve a problem.
To exemplify, the increasing use of mobile phones to look for information is a trend. And it will keep growing, thus eventually penetrating markets.
WHAT IS A FAD?
Unlike trends, fads are short-lived and tend to vanish away with a shift in consumer desire. Fads offer a unique value proposition to businesses but is costly if exercised without caution. Putting a lot of money into a fad too quickly or following a prevailing activity late can prove a risky business affair. Fads can be great for a marketing moment. But completely adjusting them for a marketing strategy can be a bad idea.
