Collection: Geek Look

The word “geek” was originally used to stereotype eccentric on non-mainstream individuals. However, these days, the word is being used more often to describe people who are very enthusiastic or passionate about a particular subject. Companies spanning various industries are attempting to reach this market, to appeal to their social sensibilities. The word “geek” is being used as a marketing buzzword by companies such as “GeekSquad” (a mobile tech support team) and “SeatGeek” (an event ticket aggregator) to capture this considerable market. It is no surprise that the manufacturers of electronic cigarettes (e-cigs) are also appealing to this specific target audience in package design, brand names and advertising images to appeal to a specific “geek” target audience.

The most blatant example is the e-cig forum called “Vapegeek”, which both sells products such as flavors, cartridges, and assorted accessories, as well as hosts an online community for discussing e-cig products. “Vapegeek” plays into the “geek” marketing angle by utilizing the technological and online-based curiosity of this subculture, by creating this place for e-cig users to share their passions on the Internet. Another very direct example is the near-identical “Vaporgeek”, an exclusively online e-cig accessories retailer. Many of the advertisements in this theme contain images of individuals intensely studying the product. Some of the advertisements are in a scientific setting.