Haul Culture and Its Implications
When I was younger, I used to be obsessed with haul videos. Whether “What I Got for Christmas” or “$10,000 shopping spree” videos I would spend hours watching girls on YouTube show their purchases.
Perhaps I was attracted to these videos because I could never afford a single item these girls were showing let alone drop a large sum of money all at once to create a haul.
I believe these videos captivate so many young women because they are in their way, aspirational. Besides providing entertainment value, they expose an audience to new brands and products they may have not heard about otherwise. Audiences can get ideas for items to add to their wishlist, or better yet purchase them right away if the creator has provided a link to the item. Influencers have earned their titles for a reason, they can create and sustain a large following and influence the opinions, behaviours, and importantly purchasing decisions of their followers.
Despite haul videos being entertaining, there continues to be criticism regarding this type of content. Online shopping has risen in popularity and was particularly prevalent during the pandemic. Many creators creating this content provide links to items making it even easier than before to impulse buy. The issue is not the act of buying, it is the amount being bought especially online that raises negative opinions.
Fast fashion has contributed significantly to this issue. Shein, one of the most influential fast fashion companies generated an estimated $2 billion in 2023. According to an article in Yahoo Finance, Shein arguably could be considered the second-largest fashion company in the world as of now. It has been shocking to see the growth of a company such as Shein which has been around for less than 20 years (founded in 2008), compared to its largest competitor H&M which has been around since 1947.
What makes Shein attractive to buyers is that it is an online store, that has thousands of new items being added each day, all for an affordable price. This of course makes it more accessible for people to purchase a large amount of items all at once and to film content. They can then make a profit from this content, which they can use to purchase more items, and the cycle continues.
This method of creating content may seem unsustainable, as after a while audiences may become bored of seeing haul after haul. However, this is also how Shein operates. According to an article in Time Magazine, Shein contributes to around 6.3 million tons of carbon dioxide each year. This number is below the target set by the United Nations for fashion companies to cut emissions contributing to global warming.
Shein also promotes an unsustainable work culture, as they have been exposed multiple times for failing to consider workers’ rights. The company is known to hire workers in Chinese factories, often working in disastrous conditions violating Chinese labour laws. For instance, in a Channel 4 documentary titled Inside the Shein Machine, factory workers often worked 17-hour shifts with a daily base salary of $20. Other outlets have reported that those shifts have taken place in warehouses that lack basic safety protocols, such as windows and emergency exits.
The unfortunate part of this is that many people are aware of what Shein is doing. Despite the continuous public exposure fast fashion brands face, people continue to buy and it is unfair to blame them. The cost of living is higher than ever and people still want to treat themselves to things such as clothing. With Shein, you can pay a relatively cheap price for a large amount of clothing that is trendy and have it delivered to your house quickly.
However, the question remains as to how much clothing is too much. On Youtube and TikTok you can find closet tours ranging from a simple cabinet to entire rooms dedicated to clothing. Overconsumption is one of the largest issues on social media today. People seem to be valuing quantity over quality and influencers contribute heavily as that is what they are paid to do.
I believe the solution is to take a step back and be more intentional with purchases. Remind yourself, that you are not an influencer and that you only have room for so much in your life. I have reframed haul videos as content where I can begin my research into products that I may want to purchase. After researching something for so long, I may become bored of it and decide I did not want it after all. Then I know I have made the right decision of not purchasing it.
It is important to remember the True Cost when purchasing items. Therefore, being intentional rather than working on impulse is beneficial in the long run.
It will save your space, your mind, and your wallet.
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