Hipster
Hipsters are a subculture of American consumer for whom the idea behind the marketing holds more value than the product being marketed.
Those who go in for the marketing more then that actual product. These are the one buying into the promotion and do not really give a rat what it is. Thus a lot of the new buyers have no idea the history behind it and only want it because it looks cool. At least to them.
Have to disagree, no idea where you got that definition.
That would be a HypeBeast