SheIn, Asos, Pretty Little Thing... ultra-fast fashion brands are breaking viewing records on TikTok with #haul videos Haul refers to a video where young people — most often girls — unpack their purchases, try on an outfit, move on to the next, giving their opinion on the products. This kind of content that was traditionally seen on YouTube has exploded on TikTok due to two factors: by lowering prices, fast fashion brands increase the purchasing power of young people, so anyone can imitate influencers, replicate the "haul" format, even on a small budget. Then, it's easier to make and edit a video on TikTok due to the short format And fast fashion haul videos are breaking viewing records : #haul 7,8 billion views #shein 8,3 billion views #sheinhaul 2,4 billion views Today more than ever, we are aware that this type of video does not stop at entertainment, because it calls for consumption and overconsumption, encourage modern slavery, pollution linked to transport, delivery and sometimes return of orders, increase in plastic and cardboard waste These haul videos are extremely problematic, and are misleading on three counts. First, they fix artificially low prices as a norm and you can be sure that for a price like this, behind, there are deleterious working conditions, low cost material. Then the young people presenting the products play the experts on quality but they have no idea what they are talking about as the quality of a garment can only be tested over time. Finally, they are misleading on the marketing side because it's disguised advertising because the brand is absent from the video. Shein encourages these “ambassadors” with promotional codes through an opaque customer account system. The more loyal the person is, the more they buy, the more promo codes they will receive to distribute to their subscribers. Something to flatter the ego of these aspiring influencers and encourage them to buy more and more. https://reporterre.net/Sur-Tiktok-la-promotion-dingue-de-la-mode-jetable https://www.favikon.com/blog/shein-haul-tiktok