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Every generation brings with it a new set of parenting fads and trends and in my opinion our generation is not an exception from this rule. It is necessary to define fads and trends in the body of this paper, because they are part of today’s reality and people are oriented on them in their everyday choice. Terms fads and trends can be use in different spheres of life, because we can describe their necessity in business, fashion or somewhere else. It gives us first conception about them and we understand that it will be interesting to research them from different sides, in spite of some rules and requirements.
Defining the term “trend” we can say that it is a synonym to the term “tendency”, because it is a line of general direction of some specific movement, a predominant tendency of inclination, necessary life of development. Trend is a long-term changes or it can be movement with strong base in society. A fad is vice-versa term; I mean it is short-term practice or interest followed after some event, mood or time with excessive fervor. According to Johnson, (1998), “fad is a temporary fashion, notion, manner of conduct, etc., especially one followed enthusiastically by a group.” A fad has individual nature, when interest of one person is considered to be above society’s interests. Fads have not rational proof in many cases and it is explained by an ordinary wish of person to do something, to wear something or to behave itself in such way. Trend is more temporary than fad, because fad is very changeable concept with short existence in person’s life. The main difference between trend and fad is duration and the sphere of their influence. Fad is directed on narrow sphere of things or activity, because it has such individual nature. Comparing trend and fad in fashion we can say that paying money for trend it will be actual for many years, but fads are popular one or two seasons, and if you are go buy fads be ready to looking for new one thing next year. Using some examples, we can say that in fashion, of course in my opinion, we can define mega-distressed leggings, flannel plaid shirts, purple color as a fads, but skinny jeans, scarves, leggings and color shoe are trends. Jacobson, Foxx, and Mulick, (2004) said that “another difference between a fad and a trend is industry acceptance. Investing in a fad item can be risky for companies known for setting trends. It can be very difficult to tell the difference between a fad and a trend before the product or service reaches the buying public. Smaller companies often have the flexibility necessary to promote a faddish item, while larger companies tend to wait until the initial smoke clears and a trend can be determined.”
Thus, taking into account all above stated information we can say that trend has own long cycle of existence and fad is something about what person or group of people are crazy for a short time. Trends allow companies to be recognizable for ages, but fads allow them to attract attention, for example. In my opinion both trends and fads are important and using right strategy businessman can implement both of them in their strategy in appropriate way. Trends and fads has own nature and what is better or most important is hard to say. Trend is direction of tendency and when you are oriented on long-term result you should think about trend, but if you need something bright and temporary fad will be your choice.

References:
Jacobson, J., Foxx, R. and Mulick, J. (2004). Controversial Therapies for Developmental Disabilities: Fad, Fashion, and Science in Professional Practice. Lawrence Erlbaum Associates.
Johnson, D. (1998, May). Tracking Fitness: From Fashion Fad to Health Trend. The Futurist, Vol. 32.