Presented By:
Kandice Scrigner
Alison Tang

• Trend vs. Fad
• Current Trends
- Woman Fever
- The Bold and The Beautiful
- Materialism
• What Marketers Can Do
• Questions?????

• FAD
- Very short lived
- Adopted by relatively few people
• TREND
- Change in performance which is unlikely due to a random variation
- Appearance of a newly presented consumer need, desire, want or value

CURRENT TREND
WOMAN FEVER
• The ability to market to women
• Women hold 80% of purchasing power
• Components
- Think Pink
- Female Friendly
- Playtime

CURRENT TREND
WOMAN FEVER
• Think Pink
- Companies are repackaging to cater to women
• Female Friendly
- Difference in male and female needs
- Benefits that women would find useful, attractive and helpful

CURRENT TREND
WOMAN FEVER
• Playtime
- Liquor flavours are created to stimulate the women’s desires
- Packaging changed to focus on pretty colors and labels

CURRENT TREND
THE BOLD AND THE BEAUTIFUL
• The mass population loves to look at “the beautiful people”
• Purchasing is one step closer to being that celebrity
• Components
- Vanity
- The Skinny Society

CURRENT TREND
THE BOLD AND THE BEAUTIFUL
• Vanity
- Love and pure enjoyment of looking at glamorous people
- Desire to look, act or buy like all the famous people

CURRENT TREND
THE BOLD AND THE BEAUTIFUL
• The Skinny Society
- People want to be skinner and healthier
- Consumers seek celebrities as models for their own bodies

CURRENT TREND
MATERIALISM
• Focusing solely on possessions and material goods
• Having the nicest, newest and flashiest products
• Components
- Self Gratification
- Maturialism
- Massclusivity

CURRENT TREND
MATERIALISM
• Self Gratification
- The act of pleasing or satisfying oneself
- The gratifying of one's own impulses, needs, or desires
• Maturialism
Mature customers wanting “the best of the best”
- The pleasure of consuming

CURRENT TREND
MATERIALISM
• Massclusivity
- Immense need for respect and privilege
- They want exclusivity and status

• What Marketers Can Do
- Observe, understand and adopt new trends
- Focus marketing strategies on meeting the currents trends
- Capitalize on opportunities
- Prepare for threats