Yelena Gaufman

About Yelena Gaufman

Can cult online brands go mainstream without selling out?

Many brands have bloomed online by forging communities more akin to a subculture of fans than ‘consumers’.

Combining the appeals of ecommerce – low overheads and economies of scale – with an ability to tap incredibly engaged communities using social media and data has played out well for many brands, particularly in the fashion and lifestyle space.