Understanding Trends and the Trend Identification Process

Flashcards covering the definition of a trend and the four stages of identifying a trend according to Samuel Brannon (2000).

Trend

A direction of change or development that can influence people's behaviour, preferences and even business decisions.

Process of Identifying A trend

A framework formulated by Samuel Brannon in 2000 consisting of four stages: Fringe Stage, Trendy Stage, Mainstream stage, and After-Mainstream Stage.

Fringe Stage

The first stage of identifying a trend, where the idea becomes known and popular to the trendiest consumers.

Trendy Stage

The stage of trend identification where popular brand carriers conduct test market research to assess the viability of the product.

Mainstream Stage

The stage of trend identification where acceptance of product's consumption is seen in the public and it is able to be accepted by most people.

After-Mainstream Stage

The final stage in Samuel Brannon's 2000 process of identifying a trend, occurring after mainstream acceptance.