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Fad or Trend? How to Distinguish Them and Capitalize on Them

Martin G. Letscher (Directs the consumer research effort at Northwestern Mutual Life Insurance Company)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1990

Abstract

Discusses how it is possible to anticipate social and technological changes and use them to create a competitive advantage. Examines the importance of distinguishing between short‐lived fads and long‐term trends, sources of satisfaction, capability of being modified, and the lead group for new developments, using case examples from fashion and technology to illustrate.

Keywords

Citation

Letscher, M.G. (1990), "Fad or Trend? How to Distinguish Them and Capitalize on Them", Journal of Consumer Marketing, Vol. 7 No. 2, pp. 21-26. https://doi.org/10.1108/EUM0000000002573

Publisher

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MCB UP Ltd

Copyright © 1990, MCB UP Limited