How to Spot the Difference Between Fads and Trends

Cohen, Bruce
May 2013
Supermarket News Expert Blog;5/13/2013, p9
Blog Entry
The article offers insights for supermarket investors in the U.S. on how to tell the difference between fads and trends. Fads are said to be driven by consumers' emotional need to purchase, while trends are driven by functional needs and consistent with other consumer lifestyle trends. It discusses other points of difference between fads and trends, such as incubation period and life span, as well as scope.


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