What is the Difference Between Style, Fashion, Trends, and a Fad?

Designers must understand the impact of fashion, trends, and fads upon designed products. This article introduces students to these terms and discusses the impact of fashion and style upon product design.

Fashion

• An aesthetic that is popular at the present moment
• Things that are ‘in’ during a particular time or season
• Tend to follow cycles, with things coming in and out of fashion
• Many follow the latest fashion without considering whether it is best situation for them or their situation
• The latest fashion is often a mix of design movements and aesthetic principles that morph over time – sometimes very quickly (such as ‘fast fashion’, rapid seasonal cycles in fashion design and shortened product development cycles)

Fad

• A temporary, fleeting enthusiasm for something that becomes popular very quickly but fades rapidly
• Fads have a short lifespan (weeks to months), and are often driven by novelty, social media virality, or celebrity endorsement
• Fads can be accelerated at an extreme level due to influencer culture and the internet, which means product ideas can reach vast numbers in a very short time
• Example: fidget spinners

Trend

• The general direction or pattern of change in fashion, behavior, or culture
• Last longer than fads and represent evolving shifts in consumer preferences or social attitudes
• Often driven by cultural influences, technology, or economic factors
• Examples of trends:
  • The trend toward more sustainable products
  • The trend toward remote working
  • The minimalist trend (moving away from ornate, highly decorative products to simplified interfaces – “less is more”)

Style

• A distinctive and identifiable ‘visual language’ or aesthetic (a set of particular shapes, colours, motifs, typographies etc) that represents a particular art and design movement
• If someone has ‘style’ it means people think they are able to create their own personal aesthetic (like a personal signature)
• For example, someone might have a “minimalist style” that remains consistent regardless of the current fashion trend. They adapt trends to fit their personal aesthetic rather than adopting them wholesale.
• Stylish items stand the test of time and are disconnected from the whims of fashion

Fashions can fade – style is eternal.

Style can refer to a formal art & design style, or an individual’s sense of style

Why are products often designed with reference to the influence of fashion and style?

• To appeal to customers and maintain sales levels, leading to higher profits. May wish to mimic styles of celebrities and influencers.
• To match existing decorations and furniture (similar colours and aesthetic). Customers tend to buy products that match what they already own.
• Different versions of a particular style can broaden sales opportunities (often easier than coming up with something totally new).

How do fashions and trends influence product design?

• Fads require rapid prototyping and accelerated development cycles to capture market window
• Fads demand quick, high-risk investment with potential for total loss (modular designs and cheap, mass-produced components can help facilitate rapid adaptation)
• Trends allow for more thoughtful, iterative design development
• Trends are more likely to justify sustained investment – a long-term trend helps to provide market validation
• Companies must balance resources between trend-following and innovating (trend-setting). Some designers prefer to lead rather than follow.
• Purchase decisions shift based on what is popular at any one time – people often mimic and follow each other’s behavior and often like to be seen as “fashionable”. Peer pressure to be seen with the latest item can be very desirable as people
• Fashions and trends can have a huge impact on the volume of sales and hence the number of products designed in a particular aesthetic, because manufacturers wish to maximise profit. This can minimise variety – particularly as trends become global
• Products can be designed with a limited lifespan as the designers know they will be replaced with a the latest ‘fashion’ or model in a relatively short period of time. This can become a way of intentionally making products obsolete – if designers know they will not be in use for very long. Electronics now follow fashion-like release schedules (latest mobile phones).
• Changes in popularity can lead to some products becoming obsolete, as the market morphs in another direction. Some products are designed to purposely become obsolete, hence ushering in a new wave of products in a new style.
• Rapid fashion cycles can make repair difficult, as parts to older models are no longer available.
• Designers look for emerging fashions and trends so that their products hit the market when they are most desirable. Monitoring ‘Google Trends’ can help designers see which phrases people are typing into Google, and hence an allow them to see which searches are growing or declining in popularity.
• It is possible to design products with customisable components, such as patterns that can be subbed out with lasted trendy designs, or for colour schemes to be adapted, so the product remains in demand. This can be a lower cost of keeping up-to-date with trends.
• The impact of aesthetic style can have huge impacts on cost, sustainability, and manufacturing
• Some products can be designed especially for online ‘shareability’ rather than real-world functionality.