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2.1 Each day of this diary task we’d love to get a glimpse into your everyday style and how you put together outfits for different occasions throughout your week. 

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2.1 Each day of this diary task we’d love to get a glimpse into your everyday style and how you put together outfits for different occasions throughout your week. 

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Every time you get dressed for a casual occasion (besides what you sleep or workout in) we’d love you to take a photo of your outfit.

This could be when you're:

At home

At work

A casual social event (e.g. dinner with friends)

Running errands

Going to or from the gym to a social activity (e.g. grabbing a coffee)

Any other casual occasions

Make sure to show us your outfits across multiple occasions. We want to see every outfit you wear this week! Don’t forget to show us your jackets/outerwear and accessories!

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1.1:  To start, please upload a selfie video to introduce yourself.  

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1.1:  To start, please upload a selfie video to introduce yourself.  

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Tell us:

Your name, age, where you live

Tell us what fashion means to you? If you like fashion, what makes you interested/excited about it?

How would you, or your friends, describe your personal style?

What types of style are you currently into? Any trends or specific items? Why?

Tell us about your biggest style icks? Are there any items or trends that are total turn-offs for you?

When and what makes you feel confident in your fashion/style choices? And when/what makes you not feel confident?

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5.3 In a video tell us... [casual option]

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5.3 In a video tell us... [casual option]

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In a video response tell us:

To clarify – by 'the brand', we mean the one shown in the links included in Tasks 5.1 and 5.2.

What did you know about the brand's casual apparel before today? What about their loungewear?

What did you learn about the brand in this process, if anything?

How did you feel about the assortment - was it easy to find something you’d pick for casual/ lounge?

How well do the brand's casual products fit with your personal style? Loungewear?

Before today, would you have considered the brand for casual/ loungewear?

Did this experience change your mind? How so?

What would the brand need to do to become more credible, trusted, and considered for lifestyle/ casual apparel? What about loungewear?

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Welcome to our style diary! Over the next few days, we’ll ask you to document your style choices and preferences. Please be as detailed and honest as possible.  

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Welcome to our style diary! Over the next few days, we’ll ask you to document your style choices and preferences. Please be as detailed and honest as possible.  

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For this project, we will ask you to complete an online diary task. This should take no longer than 2 hours of your time across four days and will include 5 sections. The diary is to be completed by 23rd June.

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3.1: Over the next 5 days, we’d love to see what’s catching your eye when it comes to style and fashion – whether it’s online or out in the world. 

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3.1: Over the next 5 days, we’d love to see what’s catching your eye when it comes to style and fashion – whether it’s online or out in the world. 

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What to do:

Upload a photo or link to anything that inspires you – this could include:

An outfit or styling combo you see online or in real life

A store or display that caught your eye

Content you’ve saved, liked, or screenshot recently

A new apparel item or brand you’ve just noticed

What to share:

With each upload, jot down a few notes:

Where did you see it? (e.g. what platform (e.g., Instagram, TikTok, Pinterest), what channel (what influencer, brand, account), what store, where you were in real life)

Did you seek it out or did it find you? (e.g. something the algorithm served you vs something you spotted IRL)

Why is it interesting or inspiring to you?

Why would or wouldn’t you consider purchasing what you saw?

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4.1: We want to understand how you shop – what catches your eye, and how you make decisions. 

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4.1: We want to understand how you shop – what catches your eye, and how you make decisions. 

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Take some time to go online and imagine you’re planning to one of the following

An everyday/lifestyle apparel item,

A lounge apparel item,

A (non-athletic) jacket/outerwear

Choose one item and let us into your process...

If you want to do this exercise at a store in-real-life, feel free to share photos of that experience instead!

Share some photos/links/visual references of what you find – particularly if there’s something you would love to purchase. In a few words tell us:

Where and how did you start your search? Was it pointed, or did you do some exploration?

If you did some research, where/what were you looking into, and what stood out?

What brands/items did you think about looking at? How did you shorten your list, if at all?

What would you typically spend or be open to spending?

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Imagine you’re getting dressed to meet up with some friends for a casual social event, like a midweek dinner.

Click on one of these links

Women's link

Men's link

What to do:

Pick a couple items (or more!) you’d consider wearing to a casual social event.

Upload a screenshot or image of the lululemon piece(s) you picked and then in a video or text response tell us:

What about these items caught your eye? What do you like about them?

If you love any of the pieces you picked – tell us why.

What attributes stand out to you? Why are these important to you?

How would you style this/ these item(s)?

Can you put together a whole outfit from the site?

If yes, show us what you chose and why.
If not, tell us what you’d style it with from your own wardrobe or from other brands.

If you feel like there’s something missing from what you picked, or what this brand offers generally, – tell us what.

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2.2 Alongside each set of photos, write a few words about your outfit and your mood: 

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2.2 Alongside each set of photos, write a few words about your outfit and your mood: 

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What’s your mood today?

Why did you choose this outfit for this occasion?

How do you feel in it?

How much effort did you put in?

Does your outfit, or parts of your outfit, feel basic, elevated/stylish, or both?

Was this your first outfit choice, or did you change your mind before arriving at this outfit? If you changed your mind, why?

Is there anything you would change about your outfit?

When you are getting dressed to leave your home/go to another location - take a second photo when you arrive at your destination – we want to see how your outfit works in context.

If your feelings towards your outfit changed since you left home – write a few words to describe what changed and why.

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5.3 In a video tell us... [outerwear option]

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5.3 In a video tell us... [outerwear option]

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In a video response tell us:

To clarify – by 'the brand', we mean the one shown in the links included in Tasks 5.1 and 5.2.

What did you know about the brand’s outerwear?

What did you learn about the brand in this process, if anything?

How did you feel about the assortment - was it easy to find something you’d pick for outerwear?

How well does the brands’s outerwear fit with your personal style?

Before today, would you have considered the brand for outerwear?

Did this experience change your mind? How so?

What would the brand need to do to become more credible, trusted, and considered for outerwear?

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What peeked your interest in your search, if anything?

What was frustrating in your search, if anything?

What decision making factors go through your head to figure out if you want to buy it?

What would make you finally pull the trigger and buy it? (e.g. a great review, seeing someone wear it, a limited drop)

What’s currently stopping you from buying it?

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Looking forward to it!

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Here's a breakdown of my style inspiration and what I enjoy.

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This is my casual go to outfit. All black, full coverage of the body, easy to clean, and versatile in any situation. I wear this whenever I go to work, do errands, spend time outside, or just don't feel like putting together a more extravagent focused look.

It's extremely comfortable because of the shoes and loose/light fabrics. Everything is cotton and the shoes are Asics runners, so I can walk for hours/miles without any pain or discomfort. The Asics are really breathable as well, so I never get overheated or sweat too much.

It's very efficient and relaxed, I feel so comfortable and at ease wearing it. It's by no means a wild looking fit, but it's very utliarian and normal, something that I can adjust various elements of and transform it into something cool with ease.

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Feel very in my skin here. Capable, ready to take on anything, and at ease. All of these enhance my day to day life and don't restrict or constrain my movement in anyway. Quite perfect from a utility and every day wear perspective.

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I've been wanting a nice leather jacket for a while and Incarnation is the best brand out there. They're extremely durable, hardy, and age beautifully with time, so they were automatically my first choice. I started with a Google search to see what was available, going right to the shopping section of the page. I always use Google's shopping section when searching for a particular item because it's a great aggregator, it not only shows me the best price for that item, but also all the places it's available and items that look similar to it.

The main Incarnation site had the best selection and the styles I wanted, so I click on their link. After browsing through their short list of jackets, I ultimately decided on a rider style because of how classic and versatile it was. I also love the look of riders and have lots of ways to utilize it within my own wardrobe.

The biggest part, and my favorite part of the shopping experience, was when I get into the details of the item. I love hearing the story of why certain materials were chosen, the heritage of the brand and the piece, and the construction process of the garment. Luxury and high end clothing are some of my favorite pieces to buy, and I like to know what I'm buying is really worth the money. Eitheir from a design, materials, or a production point of view. I pay those high prices because I expect a high level of quality/exclusivity in return. And a good description section should convey that beautifully.

This one definitely did, and I'm planning on get this very model when they get my size in stock. I signed up for their newsletter and email alerts, but I'll also be checking the website every day just to be safe. I always do that with items that are out of stock, you have to be vigilant with high demand pieces and those email alerts/blasts aren't always fast enough. I'm very excited for this though, and I'll be looking into some other horse leather jackets if I can't get this within the next few weeks.