Marketing Code-X

Nomad Life

Image for Nomad Life

Salvatore Ferragamo 2022

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

Chanel 2022

NOMAD LIFE” NORM: There’s more to life than what we can experience sticking close to home — let’s get out there and take risks. Luxury means living lightly, gracefully, freely — never allowing yourself to get stuck in a rut. Getting away from your home, your city, your country.

Canada Goose 2022

NOMAD LIFE” FORMS: On the road, out there somewhere, into the wild — yet remaining stylish and poised. Depicts true friendships, deeper than the friendships available to us in normal life.

From a 2022 study of the US Luxury space — across categories.

Tags: CODE-X, Luxury