What the haul?
Ever since the internet open sourced media the world of celebrity has been exploding and diluting. Millions of faces have popped up on videos, blogs, twitter, and Facebook to entertain, “educate”, and inspire us. From cute kids to tech savvy blonds, the spectrum of micro-celebrities infiltrates every industry and walk of life.
I thought I had seen everything, but until today I hadn’t seen “haul videos”. What is a haul video? They are videos that depict teenage girls (and some adults) showing off what they hauled home from Forever 21 and other affordable retail stores.
T.J. Maxx has incorporated the “haul” concept into their website, where “maxxinistas” share what they find during their T.J. Maxx shopping trip. Similar case with the sister brand, Marshalls.
Forever21 certainly is not trying to position itself as a T.J. Maxx, but the two brands share similar offerings, such as finding the steal and getting something popular. The high of finding the must have fashion item at a great price is what causes many women to shop recreationally or become shopping addicts.
Hauling is not a new concept, fashion editors for years have been asking you to look inside their shopping bags, closest, and make up drawers. It’s just never been so transparent with young girls proudly showing their stuffed Macy’s and Forever 21 bags.
The best part is, businesses have to take the hauling epidemic seriously. Pro haul blogger, 16 year old Blair Fowler, dropped out of high school to video blog full time. She makes $70,000 a year from Youtube ad revenue and is making videoblogging a family business, incorporating her sister into hauls and makeup tutorials.
At the same time, it is worth turning off a group of your customers by participating in this phenomenon? Personally, I would pass. How about you?
