The document discusses the differences between fads, fashion, and style. It notes that fads have the shortest life cycle and attract a limited following searching for excitement or distinction. Fads do not satisfy strong needs and their marketing winners recognize and leverage them early. In contrast, styles can last for generations and go in and out of popularity over time. Fashion refers to styles that are popular during a given period and progress through introduction, rise, peak, decline, and obsolescence stages in their life cycle. The document provides examples of fads like boomerangs, Pac-Man, and neon colors and how they differed from longer-lasting styles and fashions.
2. Fad, fashion or style?
• PRODUCT FAILURES
• CUSTOMER ACCEPTANCE
• ESTIMATE THE GAIN AND LOSS
• VARIATIONS TO BE INTRODUCED
3.
4. • Style is a basic and distinctive mode of
expression appearing in a field of human
endeavor.
• Style appears in home(colonial,ranch, Cape
Cod), clothing (formal, business , casual
sporty)
• A style can last for generations and can go in
and out of vogue.
• Has Social, political and economic influence
12. • Period of time or life span during which
fashion exists
• Style - particular look, shape or type of
apparel item
• Fashion – style that is popular during a given
period of time
• Has Social, political and economic influence
13. Stages of the Fashion Cycle
• Introduction
• Rise
• Peak
• Decline
• Obsolescence
14. Introduction Stage
• Designs and styles previewed at major design
centers
• Limited acceptance by consumers
• Fashion leaders
• Higher prices
• Small quantities produced
15. Rise Stage
• Manufacturers adopt designs and styles to
produce with less expensive fabrics or less
detail
• More affordable and more availability
• Acceptance by more people
• Adaptations and changes
• Mass production
16. Peak Stage
• Fashion most popular and accepted
• Variety of fashion versions
• Variety of price levels
• Length at this stage determines if fashion
becomes a classic
17. Decline Stage
• Decreasing demand for the fashion
• Fashion has “oversaturated” or flooded the
market
• Consumers won’t pay high price for the
fashion
• Retail markdowns occur
18. Obsolescence Stage
• Consumers no longer interested
• Low price
• Retailers not restocking
• Manufacturers not producing
21. • The fad has the shortest life cycle.
• It is typically a style that is adopted by a particular sub-
culture or younger demographic group for a short period
of time.
• Attracts only a limited following who are searching for
excitement or want to distinguish themselves from
others.
• They don’t satisfy a strong need.
• The marketing winners are those who recognize fads
early and leverage them into products with staying
power.
• Has no Social, political and economic influence
24. Pac-Man
• Birth of the Fad: 1980
• Death of the Fad: 1981, when Atari released
a home version of the popular arcade game
that was so bad, it's still frequently blamed
for the video-game-business crash of 1983.
• Unbelievably, the first perfect game of Pac-
Man wasn't played until July 1999.
