Marketing Code-X

Outlaw Tribe

Image for Outlaw Tribe

Gucci 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.

Salvatore Ferragamo 2022

OUTLAW TRIBE” NORM: Join a far-out, intense community of like-minded visionaries, creatives, and trendsetters… and participate in their culture.

Valentino 2022

OUTLAW TRIBE” FORMS: Luxury means (safe) thrills, feeling alive. Doing something transgressive —in good company, so you feel supported. A slightly post-apocalyptic (in a fun way) vibe. Artsy, edgy, slightly dangerous people partying, celebrating, enjoying being together. Contexts seem temporary, secret, changing from one week to the next.

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

Tags: CODE-X, Luxury