Emergence of Trends and Pattern

LEMUEL LEONIL C. POCULAN

Objectives

1. Differentiate Trend from Fad.
2. Explain the process on how to spot a Trend
3. Point out Elements that make up a trend
4. Describe the different characteristics of a Trend

What is a Trend?

Noun;

• A general direction in which something is developing or changing.
• A fashion.

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Verb;

• change or develop in a general direction.
• (of a topic) be the subject of many posts on a social media website within a short period of time.

What is a fad?

• an intense and widely shared enthusiasm for something, especially one that is short-lived and without basis in the object's qualities; a craze.

Activity

• Direction: think first of ideas outside the box. Using the graphic organizer below, give your own idea(s) on how does media change your ways of communication.

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• Trend is a continuous development towards something new or different. It simply reflects on what seems to be going around at any given time. Sanders, Soper and Rotwell (2009) define trend as a ―recurrent phenomenon that takes place over time and gives rise to speculation on the future.‖ It can be in any area and doesn’t only reflect fashion, pop culture and entertainment, but to all dimensions. It could be socio-cultural, economic and/or political dimensions. Moreover, it is a change evidenced by a rise or fall of variables when measured between at least two points over time (Gordon, 2008). Thus, a trend is a sequential pattern of change in recorded data. In 1985, American Heritage Dictionary defines trend as a direction of movement, as ―the trend of a line,‖ or the movement in a specified direction, as in ―the prevailing wind trends east-northeast.‖ Hence, a trend is the general direction or tendency in which is going to move, develop or change.

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The way of doing new things of an individual, group or societal approach then followed by many people is called as trend. It has ability to influence or even direct people to adapt, accept and follow what is new. Also, trends tend to shift peoples’ needs and wants as it distracts the present trends then proposed new ones in the form of innovations (to be discussed in the proceeding part). Megatrends and the microtrends are the two types of trend. Megatrends are those larger patterns of broad trends that reshape and transform our lives while microtrends is the advocate localization as opposed to globalization It recognizes that people and communities have never been more refined and more conversant about the choices they make in their everyday lives. Trends gain power over time as they are not just merely part of a moment, they are tools, connectors and will become more valuable as other people commit to engaging (Seth Godin). They solve problems. They represent new ways of life. Some trends are fun, some fabulous, some appalling, but however long they last, you can be sure there will always be a new trend coming along to replace the old.

HOW TO SPOT A TREND �

―Trends never turn on a dime. Reversals build slowly. The first sharp dip always finds buyers and the first sharp rise always finds sellers.‖ – Alan Farley

Trend is considered as a collage of present circumstances that extend current patterns into the future (Cornish, 2004 and Canton, 2006). However, an examination of these phenomena and speculation on the likely impact they will have in the future is called trend analysis. In addition, the practice of collecting information and attempting to spot a pattern, or trend, in the information is also known as trend analysis.

Sanders, Soper, and Rotwell (2002) stated that ―an examination of trends phenomena and speculation on its likely impact in the future is called as trends analysis.‖ Moreover, trends analysis grants ―future vision.‖ It allows populations to be proactive in response to future events. Furthermore, trends analysis is the widespread practice of collecting information and attempting to spot a pattern in the information. It will be used in predicting future events or estimating uncertain events in the past, and distracting present events just to promote new ones.

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The process of identifying of trends is called trend spotting. Rehn and Lindkvist (2013) define trend spotting as attempting to see the future in the present situation. On the other hand, the people who notice and report on new fashions, activities that people are starting to do is called as trend spotter. Conversely, an act that assumes the future that will be a logical extension of the past is defined as act of projecting trends. Thus, projecting trends will be based from the past, present and what will be in the future regardless of defined and undefined factors that contribute from its changes or development.

FIVE (5) WAYS TO SPOT AND CAPITALIZE ON TRENDS �

Many successful businesses were started by entrepreneurs with an ability to see a trend before everyone else. They were able to take their insight and capitalize on it in a new and creative way. Businesses from Uber and Lyft to Airbnb and HomeAway are just some of the most recent examples of entrepreneurs benefiting from emerging trends. But just because it’s been done before doesn’t mean it is easy to see trends first and find ways to capitalize on them. The keen competition around the market regardless of its kind and the rapid change of customers’ behaviour, smart entrepreneurs are always looking for an edge. They want to know how they can identify trends, and how they can use that skill to build and grow a business for them not to be eradicated from the market place. Fortunately, here are five ways in spotting trends and capitalizing on them before your competition does, and these will help you a lot the moment you apply and develop these to your business.

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1. Anticipate change

The constant thing in this world is change. Assume that change is coming and look for it. Change can be either social -- as in the rise of socially responsible business -- or

12 technological, as exemplified by the growth of gadgets. Sometimes change can be both. The great example of it is social media. Don’t forget the cyclical, up-down, back-forth nature of business while you are searching. Change doesn’t have to be permanent to provide a viable opportunity for business creation and growth. Remember, the nature of trends has no consistency.

2. See it coming

The basic tools of the trend tracker are seeing, hearing, smelling, tasting and touching. In other words, every sense that can be used to get information about the world should be employed in seeing for upcoming changes. Start by reading and watching everything you can. That should include general interest news outlets, trade publications, blogs, government reports and casual conversations overheard in elevators. Be updated of problems people are talking about. Be proactive as it comes. 3. Distinguish between short-lived fads and long-term trends

4. Make sure your solutions are realistic

Again, it’s relevant to talk to target customers. Make sure the solution you envision is one you can realistically provide with features. Costs must establish alternatives will compare favourably. It is not all about your desire product to proposed, it’s about their problem to be solved. What you can do conveniently and inexpensively may be of little value to customers. The sweet spot for a trend-exploiting start-up is at the intersection of business capability and customer’s need.

3. Distinguish between short-lived fads and long-term trends

Strive to identify big changes that create lasting problems that many customers will be happy to pay to solve. The idea is to wind up with a business model in which revenues are larger than costs for a long period, not one that limps by on slender profit margins before competitors take even that away

5. Create a competitive advantage

To get the biggest benefit, be the first doer. Be courageous! It is uncommon for any single entrepreneur to be the only one who sees an opportunity. Most will hesitate and not move at all. Many others will not move quickly enough. Lasting competitive advantage usually goes to the first entrant to stake a market out and capture customer loyalty. Those who come later usually have to settle for slimmer profits and more competition.

POINT OUT THE ELEMENTS THAT MAKE UP A TREND �

You have learned that both trend and fad are collective behaviour develop within a culture, generation and social group. Additionally, you have discovered that fad is like a flash in a pan, short lived and for a day in nature. This time, you are going to point out the elements that make up a trend. To unlock this lesson, perform the activity given below with enthusiasm.

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Trend is a conceptualized idea that has a 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 (Mangiduyos, 2017).

According to trendwatching.com, there are three fundamental elements that point out trends namely; basic needs, drivers of change and innovations.

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BASIC NEEDS These are the forces that have been shaping human behavior for years (if not forever!) as it is necessary to sustain life. These are the minimum requirements of a community for a decent standard of life. It consists of adequate food, shelter, and clothing plus some household equipment and furniture. Likewise, these include essential services provided by and for the community-at-large such as safe drinking water, sanitation, health and education.

DRIVERS OF CHANGE As the constant thing in this world is change thus, there are no trends without change. Drivers of change is considered as one of the most well-known and comprehensive publication series as it investigates the key global issues and trends driving change in our societies and markets. It analyzes change, thinks in terms of Shifts (long-term, slower) and Triggers (specific factors or events).

INNOVATIONS Innovations generally refer to changing processes or creating more effective processes, products and ideas. They are considered as catalyst for growth and development, but they aren’t trends. Conversely, without examples of customer-facing innovations, a trend can’t be said to exist fully yet.

There are eight elements that make up a trend and they are presented as follows:

1. Unique and Large Typography Most companies have a particular font or typography that they use to help their customers immediately identify them from their competitors. For instance, JOLLIBEE OR MCDONALDS are recognized easily through the use of their unique fonts on their trademark (brand name or brand mark) which distinguish them from their competitors because of its own originality and uniqueness. The moment people will see their typography; they already have their positioning in mind that these businesses will not necessarily inform customers through different types of promotion because they have already been known.
2. Large & Responsive Hero Images Hero images are the large promotional images. Examples are the large pictures on the walls of establishments. They may have texts in the image itself and present unique problems for responsive designs. Also, these can help tell the story without having to rely on just text. Moreover, large and responsive images make for a good user experience such as taking pictures and etc.
3. Background Videos It will greatly help to a page when videos can automatically play in the back ground. They can be used to tell a story and significantly reduce the amount of other content needed to explain the business. These will give convenience especially to those individuals who are not interested on reading and/or too busy to read because of some factors, but can listen while doing other things.

4. Semi-Flat Design Flat design is not only easier for users to comprehend, but it can also load more quickly on websites without complicated or overly-technical elements. As flat design is any element that does not include or give the perception of three dimensions, such as shadows. It is simple, but easily readable. In terms of manipulating a website, it is important to be consistent in using design regardless of whether you fully design your website using flat design or utilize shadows and other elements in order to help visitors/customers/viewers understand your content more quickly. However, adding elements of depth can also bring it to life.

5. Hamburger Menus Hamburger menu was created as a website design feature to incorporate a site menu without taking up too much room. Its three lines stacked together to roughly form the shape of a hamburger. While it serves its purpose of condensing information, achieving a minimalist aesthetic, and keeping uncultured site, still it may have relevant drawbacks. Taking the visitor directly to where they desire is its advantage. However, it generally take up a ton of relevant screen space.

6. Giant Product Images The important attack of a certain business especially online is to catch the attention of the viewers or clients. Displaying large product images on your site to highlight different features or parts of the product will do so. It helps designers to efficiently and effectively highlight different features of the product. In addition, large images help visitors to generate a solid understanding of what the different product features do.

7. Card Design Users can pick and choose which articles they want to expand through breaking up unlike pieces of content into cards. It keeps homepage clean and organized, without relying on a ton of text. Card design helps to deliver easily digestible chunks of information for users. Moreover, it can help highlights multiple products or solutions side-by-side.

8. Short Product or Feature Videos In addition to background videos, companies are also beginning to use short product or feature videos to highlight a specific use case. These short videos are great at bringing your solution to life, while not overwhelming the visitor with a long experience that they must sit through. Short videos allow prospects for quick understanding that is best for top of the tunnel. In addition, these allow prospects to understand it quickly without watching a really long, in-depth experience.

DESCRIBE THE DIFFERENT CHARACTERISTICS OF A TREND �

As a pattern of gradual change in condition, output, and or process trend has its own characteristics. Merriam Webster dictionary defines characteristic as a distinguishing trait, quality, or property. However, in business dictionary it means ―a distinguishing feature or attribute of an item, person, phenomenon, etc., usually divided into three categories: physical, functional, and operational.‖ Thus, characteristics are what separate you or something from others. It pinpoints the mark of uniqueness of someone or something. This time, let us apply the five (5) characteristics which used by the professionals in fashion design skills.

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1. Innovation Even if you are trying to imitate a popular style, be sure to always bring something new when designing. Because no matter how consistent or repurposed a popular fashion or trend might be, always remember that something will replace it. But, the moment you add something personalized (own touch) to it, it might distract the present trend and will be the next trend. Change is constant, remember?
2. Brand consistency Brand positioning means you are going to place your product or service in your customers’ mind. Attaining this requires brand consistency and loyalty to all your creative designs in order for your customers to remember what separates you from your competitors.
3. Outerwear-ability Outwear is very popular in every cool season. Ability to wear is well appreciated by the customers especially in clothing. Creating simple but elegant design makes you presentable.

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4. Versatility Design versatile fashions for every season continuously done with outwear ability. They spend less on the things they acquire. Making your audience happy means a challenge on your fashion design ability.

5. Simplicity Creating simple yet innovative fashion design is like setting yourself up for professional progress. One thing is that versatility usually calls simplicity. It is easy to remember if it is simple. Empowering your audience and building does not necessarily expensive. Make it simple.