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Archetypes are universal typologies influencing human behaviors.

Developed by the Swiss psychiatrist Carl Jung to categorize different human mindset profiles and employed to better comprehend the behavioral traits of a community or culture.  

To better understand target audiences, Promostyl uses this system of absolute character traits to segment consumers and develop forecasts by adapting them to the most contemporary of behaviors. Carl Jung identified 4 major archetypes which for Promostyl come in as:

1) ELITIST

The individualists need to stand-out. This archetype needs to show singularity and be counted among the elite or insiders, owning rare, customized, and exclusive objects which are homespun in traditional savoir-faire.

The conservatives need to slow-down. They long to rebuild the world from scratch by drawing on the past (savoir-faire and tradition: anything reassuring which has been around for ages and has stood the test of time.)

The Elitist is on a quest to personal and spiritual empowerment via traditions and culture, coming in with a strong desire to change people’s way of thinking. Fully alive in modern environments, looking to a future where authenticity and exclusivity remain at hand.

2) TECHNOLOGY

The individualists need to stand-out. This archetype needs to show singularity and be counted among the elite or insiders, owning rare, customized, and exclusive objects which require cutting-edge technology.

They crave progress and need to move forward and go beyond. This archetype is a person of his/her times who hopes to change things by adopting new behaviors, big risk-takers who live on innovation and new experiences.

The Technology archetype likes to go beyond the scientific, technological, organic evolutionary limits of humankind. Constantly on the look-out for stimulation, this archetype is on a never-ending search for change.

3) NATURE

The collectivists need to fit in. This archetype responds to widespread codes. Joining the “follower” groove, but also into people and brands thinking in the long term, hyping social currency with a natural approach, creative and mostly dedicated to contributing to the greater good of all.

The conservatives need to slow down. They long to start from scratch and rebuild the world by drawing on the reassuring past and what has stood the test of time: anything to do with savoir-faire and tradition.

The Nature archetype is on a quest to save the Planet from extinction. To reach this goal, different means of preservation are explored, adapting to the world rather than having the world adapt to us. This adaptation and respect can be observed not only as a Love song to the Planet but also towards all fellow human beings.

4)COUNTER-CULTURE

The collectivists need to fit in. This archetype responds to widespread codes. Joining the “follower” groove, but also into people and brands thinking in the long term, hyping social currency with a natural approach, creative and mostly dedicated to contributing to the greater good of all.

They crave progress and need to move forward and go beyond. This archetype is a person of his/her times who hopes to move things forward by adopting new behaviors, big risk-takers who live on innovation and new experiences.

The counterculture archetype is romantic, rebel and creative. Going to extremes to turn conventional thinking upside down, anything to leave tradition behind and sing an altogether new tune; this typology is more apparent in the younger generations.  

Each of the 4 archetypes is broken down into 3 sub-archetypes

Have a look at the 12 sub-archetypes:

Influences Calendar

2 categories of Influences books.

Our fashion editions follow the seasonal rhythm of the textile industry: Autumn/Winter, Spring/Summer

The design, interior design and retail editions are published once a year in January.

Our Sources

Our core research is founded on the deciphering and decoding of social, political, and cultural movements.

We follow breaking news, travel extensively, looking into movements creating a buzz on social media. We also gather information from our international network which we exchange in brainstorming hubs in the creative and marketing domains.

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