{"id":5826,"date":"2019-09-24T12:09:18","date_gmt":"2019-09-24T06:39:18","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=5826"},"modified":"2023-10-19T16:28:02","modified_gmt":"2023-10-19T10:58:02","slug":"decoding-the-hypebeast-phenomenon","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/retail-trends\/decoding-the-hypebeast-phenomenon\/","title":{"rendered":"How Do Brands Benefit: Decoding The Hypebeast Phenomenon"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69de80b721fe3\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69de80b721fe3\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/decoding-the-hypebeast-phenomenon\/#the-evolution-of-the-hypebeast\" title=\"The Evolution Of The Hypebeast\">The Evolution Of The Hypebeast<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/decoding-the-hypebeast-phenomenon\/#the-brand-supreme-and-the-rise-of-the-hypebeast\" title=\"The Brand Supreme And The Rise Of The Hypebeast\">The Brand Supreme And The Rise Of The Hypebeast<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/decoding-the-hypebeast-phenomenon\/#dissidents-of-the-hypebeast\" title=\"Dissidents Of The Hypebeast\">Dissidents Of The Hypebeast<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/decoding-the-hypebeast-phenomenon\/#what-hypebeasts-do-for-brands-and-vice-versa\" title=\"What Hypebeasts Do For Brands, And Vice Versa\">What Hypebeasts Do For Brands, And Vice Versa<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">If you haven\u2019t yet heard of the hypebeast phenomenon, you are not alone. This niche subculture, often in fashion but also several other areas of retail, is all about exclusivity. A hypebeast, over time, has come to mean many different things from a popular blogging website to a group of culture influencers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As the name suggests, a hypebeast is often a person or a group that influences a very niche aspect of fashion retail. In the kind and devotion of their following, they are no less than a fraternity group. Being part of a hypebeast culture is all about being \u2018in the know\u2019.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, however, Instagram has almost singlehandedly ensured that the hypebeast culture becomes a thriving revenue model. From being a statement to being a revenue-maker, we track the hypebeast culture over time in this article.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-evolution-of-the-hypebeast\"><\/span><b>The Evolution Of The Hypebeast<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Today\u2019s hypebeast may be an Instagram influencer and reseller, but back in the early 2000s, hypebeasts were people who took the fashion narrative into their own hands.<\/span><\/p>\n<figure id=\"attachment_5829\" aria-describedby=\"caption-attachment-5829\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5829\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/screen_shot_2017-08-08_at_11.36.50_am-300x296.png\" alt=\"\" width=\"750\" height=\"741\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/screen_shot_2017-08-08_at_11.36.50_am-300x296.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/screen_shot_2017-08-08_at_11.36.50_am-75x75.png 75w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/screen_shot_2017-08-08_at_11.36.50_am-80x80.png 80w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/screen_shot_2017-08-08_at_11.36.50_am.png 593w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5829\" class=\"wp-caption-text\">Source: Metro Times<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">The rise of the millennial hypebeast can be attributed to the relatively high social dissonance and angst in 2000. Streetwear as a trend saw a rise during this time because people took to buying fakes and rip-offs of products. The idea here was not to pretend to own the real thing, but to make a statement against the exclusive nature of fashion. The common hypebeast theme was, \u201cIf you can have it, so can I.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result, the hypebeast groups became a safe space for several teenagers and young adults who found fashion to be the best medium to find acceptance, and to break free of where their social and economic strata placed them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In that sense of the word, hypebeasts were probably the first social influencers of the fashion industry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, the term \u2018hypebeast\u2019 is an influencer with the purchasing power and the patience to go after limited edition items, become the new hot influencer on the scene, and use this influence to sell the same product for twice its original price. The skater brand Supreme has been credited for being the brand that started the hypebeast culture.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-brand-supreme-and-the-rise-of-the-hypebeast\"><\/span><b>The Brand Supreme And The Rise Of The Hypebeast<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When Supreme started selling quality merchandise for the urban skater, they probably couldn\u2019t have foreseen the demand storm that their products would set off. For one, everyone soon found out just how good Supreme products really are and everyone wanted to own them, no matter the price.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, the establishment of Supreme also coincided with the rise of the streetwear culture. Suddenly, Supreme\u2019s merchandise was not just for skaters but for anyone wanting to flaunt the latest streetwear trends.<\/span><\/p>\n<figure id=\"attachment_5830\" aria-describedby=\"caption-attachment-5830\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5830\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/https___hypebeast.com_image_2017_07_supreme-louis-vuitton-london-pop-up-00001-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/https___hypebeast.com_image_2017_07_supreme-louis-vuitton-london-pop-up-00001-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/https___hypebeast.com_image_2017_07_supreme-louis-vuitton-london-pop-up-00001-768x512.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/https___hypebeast.com_image_2017_07_supreme-louis-vuitton-london-pop-up-00001-1024x682.jpg 1024w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/https___hypebeast.com_image_2017_07_supreme-louis-vuitton-london-pop-up-00001.jpg 1400w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5830\" class=\"wp-caption-text\">Source: Hypebeast<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Together, these two aspects made the brand so powerful that today, anything they launch sells out in a matter of minutes. The huge gap in demand vs. supply perfectly supports the hypebeast culture because people can now buy these products and sell them for a huge premium- because demand still exists.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Supreme\u2019s founder famously made a statement that he absolutely loathes this practice since Supreme tries to manufacture limited quantities and do a good job with them while also keeping the prices competitive. But because the hypebeasts, in their turn, continue to sell the merchandise at their own prices, it makes Supreme as a brand look expensive.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That said, Supreme has also collaborated with several luxury fashion labels, the most famous of these collaborations being with Louis Vuitton. So it is fair to say that the brand\u2019s positioning itself sits in the luxury segment.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"dissidents-of-the-hypebeast\"><\/span><b>Dissidents Of The Hypebeast<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The hypebeast of today faces criticism from some young buyers who would rather buy fashion for the sake of their own beliefs than to support the latest trend.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other critics of the hypebeast also talk about just how much of a transaction it really is. People down the line while paying the reseller often ends up paying for the hype rather than the actual product value. What this hype eventually results in is more Instagram posts, social validation and an endless chain of selling the exact same product for ever-increasing prices.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-hypebeasts-do-for-brands-and-vice-versa\"><\/span><b>What Hypebeasts Do For Brands, And Vice Versa<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The reasons why hypebeasts are a thriving subculture is because there are several brands that support and encourage their most ardent followers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, the Nike footwear series has long since moved away from the sports arena and is a huge proponent of good streetwear. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For the hypebeast, being recognised and social validation are at the very top of the priority list.\u00a0Brands that understand this often have a lot to offer to the hypebeast, including early access to collections and special apps for greater interaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A community app that is invite-only, for example, is more lucrative to a hypebeast than a social media page that everyone follows. The Nike SNKRS app, for example, gives users access to special deals and product drops, that often get sold out in minutes. What\u2019s more, sneakers that typically sell for $200 on the app quickly fetch close to $1000 in the resale market, making this engagement that much more lucrative for hypebeasts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what\u2019s in it for the brands?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The greatest benefit is the amount of peer-to-peer marketing that happens through hypebeasts. Brands can depend on the hypebeast network to do the reviewing, marketing and demand creation for them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even in the age of social media and email marketing, word-of-mouth is still the most powerful tool out there. Hypebeasts fill the small gap between the professionalism of an influencer and the very authentic, but hard to get acceptance of a genuine reviewer and brand fan.<\/span><\/p>\n<figure id=\"attachment_5831\" aria-describedby=\"caption-attachment-5831\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5831\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/https___hypebeast.com_image_2019_08_gucci-ultrapace-mixed-material-sneaker-release-1-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/https___hypebeast.com_image_2019_08_gucci-ultrapace-mixed-material-sneaker-release-1-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/https___hypebeast.com_image_2019_08_gucci-ultrapace-mixed-material-sneaker-release-1-768x512.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/https___hypebeast.com_image_2019_08_gucci-ultrapace-mixed-material-sneaker-release-1-1024x683.jpg 1024w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/https___hypebeast.com_image_2019_08_gucci-ultrapace-mixed-material-sneaker-release-1.jpg 1400w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5831\" class=\"wp-caption-text\">Source: Hypebeast<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Hypebeasts know that they can benefit from being associated with a brand, but they aren\u2019t loyal to any one brand in particular, and are loyal to a trend instead. This means the brands they feature get a chance to ride the trend wave and get endorsed at the same time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is no wonder, then, that brands spend tons of money on engaging their hypebeast followers.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> If you haven\u2019t yet heard of the hypebeast phenomenon, you are not alone. This niche subculture, often in fashion but also several other areas of retail, is all about exclusivity. A hypebeast, over time, has come to mean many different things from a popular blogging website to a group of culture influencers. As the name  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":5833,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1523,1161],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Do Brands Benefit: Decoding The Hypebeast Phenomenon | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"Instagram has ensured that the hypebeast culture of influencing a very niche aspect of fashion retail, becomes a thriving revenue model.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/decoding-the-hypebeast-phenomenon\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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