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of behavior at an early age has the potential to provoke emotional, relational, and undoubtedly financial hardships down the road. Moreover, the Fowlers have also been invited to several New York Fashion Week events, and were asked to blog for Marie Claire, providing their insight on runway fashion trends (Marie Claire, 2010). The sisters also partnered with Forever 21, a popular juniors clothing store, to launch the “Haul of Fame Contest.” They worked with the company to encourage patrons of the store to go on a shopping spree and then create their own haul video: Show off a haul of your latest Forever 21 shopping spree, or do a haul of your favorite Forever 21 pieces from your closet. No matter how you do it, we want to know what your favorite trends are for fall and which items you can’t wait to wear. Upload your video to YouTube and enter your link to win here (Elle & Blair + Forever 21, 2010). The Fowler sisters have created a name for themselves in the fashion world and have been sought by major magazine publishers and clothing companies to help promote their brand and offer their take on style and beauty trends. While they are one example of haulers who attained high recognition for their videos, other young women including Macbarbie07, meganheartsmakeup, and missglamorazzi have also been featured in Seventeen magazine’s “Beauty Smarties” forum among other traditional and digital platforms devoted to fashion and beauty. This arguably provides evidence for the fact that while magazines may still be considered the top source for fashion and beauty trends, the phenomenon of hauling is changing the landscape for how teenagers and young women obtain fashion and beauty information. In addition to posting haul videos, many vloggers post tutorial videos about how to achieve a particular hair or makeup look, videos showcasing their favorite products per month, their “outfit of the day, (OOTD)” or “what’s in my purse.” Some have separate YouTube 6PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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