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trends, countertrendsIn the beginning a trend is only in a state of a sprout but time gives a large impetus to it so that it spreads fast among different consumer groups. When it reaches a certain measure we start to talk about the process of ’building in’, which means that it melts into the everyday life of a wider range of consumers’ influencing their lifestyles, behaviour and habits or decisions of buying. Examining trends and countertrends means a forecast for the next 3-5 years.
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When a trend gets strong enough it launches its own countertrend because the opposite effects of the phenomena strengthen. So it is very important to think about trends and countertrends simultaneously, because they do not exist without the other. The reason to this parallelism should be traced in the antagonism and duality of human nature. As an example we would like to mention the trend of fastness, which refers to the pace of life that characterizes the basic processes of our lives. On the opposite side appeared the countertrend of slow(li)ness, slowing down.