Influential videos of real people styling their own purchases give brands an opportunity to share the spotlight.
With bloggers a fixture in the fashion industry, a new craze is set to take them on: fashion hauling.
Fashion hauling is online video content filmed by individuals showcasing their purchases. A survey carried out by YouGov for fashion comparison website StyleCompare.co.uk showed that more than one third of shoppers surveyed (36%) said customer and peer reviews of fashion items were the most likely factors in persuading them to buy.
One fashion hauler, Samantha Maria, started out as a blogger but turned to fashion hauling more than two years ago. Her BeautyCrush channel on YouTube has 182,000 subscribers and receives an average of 400,000 views per video.
The concept is simple: Maria films herself trying on her latest purchases and talks the viewer through what she bought and how she would style the item to complete the full outfit.
Fashion hauling is an opportunity for brands to be showcased in this arena.
As Maria says: “I would definitely be interested in working with retailers or brands that I think my audience would be interested in. As long as I know that the brand sits with my style and what my viewers expect to see, then they will relate to it.”
Jo Payton, head of fashion at comparison website StyleCompare, agrees that this could be a chance for brands to reach a new audience. “Because hauling is relatively new in the UK, it is a massive opportunity for forward- thinking brands to be involved from the start,” she says. “The typical age range of haulers is from 16 to 25 and if this is the brand’s target audience, it’s a great way for them to engage with potential customers.”
She adds: “Brands have an opportunity to either sponsor a hauler’s channel or contract them to work as a resident fashion hauler. However, the haulers are seen as inspirational because they are real girls showing their own style, so the element of choice must remain even if that is just within a certain brand’s collection.”