It's fairly simple from an outside prospective, a video of an excited shopper showing off their latest purchases.  If you look beyond the brightly colored plastic retail bags and chic clothing presented, you may see at bit more to this Fashion Hauling craze.  One of the most important things to note is it's mass appeal.  Fashion Haul videos on YouTube have blossomed in the past year.  Google has seen a rise in the topic from 150,000 live video in 2010 to 600,000 today, 35,000 of which were loaded in July of 2012 alone.  The views per video are even more alarming.  Popular Haul videos breach the 500,000 views mark and even venture into the millions.

Is it the lifestyle of the rich and famous that makes these videos so popular?  Maybe it's the honest fashion sense presented by an approachable figure, a teenager or 20-something female.  The personal touch of these seemingly polished videos are definitely trending in the fashion world, with both consumers and retailers.  Haulers are savvy shoppers who want deals, the latest of trend setting fashion finds and recognition for their taste and shopping skills.  At it's heart, hauling is based on fast fashion.  Retailers like H&M, Macy's , Forever 21 and Zara are designed to serve the clothing hungry, fashion savvy, young women who feel the need to constantly update their wardrobe.  No longer is it expectable to wear a shirt more than one season. 

Anyway you slice it, Fashion Haul videos are a public endorsement of extreme consumerism.  A twelve minute video based on a day at the mall is far from normal.  Fashion Hauls suggest that your clothing needs constant replacing and that there are affordable options out there.    

Retailers aren't shying away from the booming trend either.  Haulers are free publicity for retailers, delivered in an impressively professional yet non-commercial manner.  These videos seem scripted, well merchandised and seasonally focused.  As viewership of Haul videos skyrockets, retailers are beginning to promote and even endorse top Haulers.  A popular Hauler could receive, catalogs, gift cards and even samples from a retailer.

Looking at this trend form an outside prospective, there are two frightening realizations to walk away with:

One - These Fashion Haulers are not going away.  Their insider status into the fashion industry by sharing their finds, gives them a feeling of validity.  I would argue that this practice is a resume piece for a career in fashion.  Remember, these are passionate individuals spending lots of time to create a quality Haul video. 
Two -  The staggering level of consumerism it takes to be a popular Hauler is not realistic.  Fast fashion is a destructive practice that is not close to being environmentally sustainable.  Producing high fashion shirts for $10 is just not a reality that can last.  Shirts cost society much more than that to produce, regardless of what's displayed on the price tag.

Fashion Hauling really does exist.  It's a sign of an age where technology and consumerism are both pushed to the forefront of our society.  These videos do serve a purpose.  Current trends are presented in a way that the common person can relate to.  However, I hope that we move past a glorifying display of consumerism, onto a healthier focus, like DIY fashion or secondhand fashion.  What if videos about how to mix up your current wardrobe to prepare for the upcoming season became the rage?