The vibes map

2x2 of modern culture

The vibes map aims to capture and structure what’s happening in our culture right now, from brand products to places to art and design. It tells us where the zeitgeist is going and what we collectively gravitate to. The purpose of the vibes map is to direct brands in their product design, merchandising and marketing communication. Some brands, like Balenciaga or J.W. Anderson, specialize in creating wearable vibes. In this scenario, wearable vibes enforce a brand’s archetype (for Balenciaga, that’s an Outlaw) and provide brand consistency. Others use vibes as a brand-building strategy. As a brand strategy, vibes are fool-proof, as they can’t be criticized. Because they are extremely socially shareable, they are a calculated brand effort towards awareness and brand recognition. Aesthetically, vibes give a brand a cultural shortcut (e.g. weird girl aesthetics, giant fit chinos). In terms of audience management, vibes create a human connection — due to their ambiguity, provocation, and openness to interpretation, they are the opposite of transactional. Vibes make us pay attention.

To succeed, a brand needs to have a wearable “vibes object” like J.Crew’s Giant Fit Chinos, or to put forward communications, experience or idea that riffs off vibes, like LOEWE, Marc Jacobs or Casa Cipriani.