Marketing Code-X

Enjoy the Unusual

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Hendrick’s: “Please enjoy the unusual responsibly”

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

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them 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.

Hermes: “Play it like Hermes”

ENJOY THE UNUSUAL” NORM: Turn off your mind, relax and float downstream. Embark on a psychedelic voyage that will raise your consciousness. Luxury means escaping rationality, linear thought, the tyranny of the conscious mind.

Balmain 2022

ENJOY THE UNUSUAL” FORMS: Intense artistic visuals that seem to express something hidden or occluded from us in our daily lives. Also visuals depicting people appearing to be in ecstatic, trance-like or LSD-like states of altered consciousness.

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

Tags: Accessories, CODE-X, Fashion, Luxury