In the tennis shoe category, a brand manager observes that s…
In the tennis shoe category, a brand manager observes that sales for ultra-neon platform track shoes have skyrocketed by 400% in ninety days due to a viral social media challenge. Simultaneously, there is a steady 5-year increase in customers demanding sustainable/recycled mid-soles. According to our lectures on Fads vs. Trends, which of the following best describes the strategic risk of misreading these market movements?