Marketing Code-X

Wabi Sabi

Image for Wabi Sabi

Comme des Garçons

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.

Aesop: “Inspired by asymmetry” – “an object of substantive yet imperfect beauty”

WABI SABI” NORM: Don’t just accept the imperfect — embrace it. Because the imperfect is more charming and engaging than the perfect.

Dolce & Gabbana 2022

WABI SABI” FORMS: Product shots where the product is crumpled, “wrong.” Reverence for the hand-crafted, the lived-in. “Inspired by asymmetry.”

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

Tags: CODE-X, Luxury