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July 14, 2010

JCPenney helps teens put together post-shopping 'haul' videos

By Elaine Wong on Wed Jul 14 2010

The latest concept to hit back-to-school retail marketing involves "hauls," which are homemade videos created by teens showing off the results of a shopping spree. As USA Today reports, some of the retailers jumping onto the action include stores like Forever 21, American Eagle and department store JCPenney. Penney, which today also announced an augmented reality back-to-school tie-in with teen magazine Seventeen, recruited six social-media-savvy teens to show off their fabulous fashion finds. In this video, teenage hauler Annie St. John dishes on her "clearance section finds." A "super, super comfy" Arizona baseball T-shirt is $3.57, while a Decree vintage high-waist skirt is just $10.20. (Annie also serves up some tips for layering and piecing together the latter.) To avoid the FTC's ire, haulers like Annie also disclose any monetary or gift compensations they received from advertisers. (Penney's haulers, in this case, get free gift cards and housing near a JCPenney store.) Hey, better to be safe than to be sorry! Now we're off to videotape our own haul find.

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