Staff Reporters
Jul 14, 2016

Hypebeast: How to convert readers into shoppers

BuzzFeed and Mashable are on the wane, but Hypebeast's IPO closed 708 percent above its opening price. We ask industry experts to explain the site’s winning formula.

L-R: Adrian Toy, Lilian Leong, Ivy Wong

Adrian Toy
Regional marketing director
Puma APAC

Hypebeast has successfully stayed focused on their audience’s passion-pointstreetwear and sneakers. You probably won’t have heard of them unless you share this passion, unlike BuzzFeed and Mashable which have both become more mainstream. 

Hypebeast has attracted not just anybody but the super influencers or KOLs Key Opinion Leaders, which are those that influence the influencers. The...

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