This is my first matrix chart. The decisions behind the placement of these points are based on a series of everyday brands, mainly from the United States but also globally, ranging from department stores to online vintage shops. I got the inspiration after seeing people on my Explore page using personality traits to create matrix charts that analyze how current brands build relevance, attraction, and consumer interest.

There are two directions within the chart: moving up and down along the Y-axis, and moving from left to right along the X-axis. The X-axis measures brands from lowest to highest cost based on standard categories such as fashion, beauty, and lifestyle brands. The Y-axis measures the difference between local essentials and stylized essentials. Local essentials represent common, basic brands that people encounter and shop from on a day-to-day basis, while stylized essentials represent brands that people intentionally incorporate into their personal styling.

This is in no way meant to diminish one brand compared to another. The frequency and reasoning behind a person’s decision to shop from a particular brand can vary depending on factors such as price, accessibility, personal style, and how much they are willing to spend.

The four different quadrants represent different approaches to shopping and styling. For lower-cost local essentials, the brands are often used to determine outfits that can be planned and created for everyday wear. For higher-cost local essentials, the amount someone is willing to pay can influence their overall approach to styling and shopping.

Meanwhile, lower-cost stylized essentials are often influenced by current trends and provide budget-conscious ways to incorporate more notable or recognizable brands into an outfit. Finally, higher-cost stylized essentials are connected to seasonal wardrobes, intentional styling, and personal transformation. These brands can represent a more deliberate investment in how someone wants to present themselves and develop their overall style.