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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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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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Click on this link

Men's link

Women's link

Imagine it is Fall/ Winter/ Spring or Summer, and you’re in the market for a jacket or coat (e.g. Raincoat, Parka/ Winter Coat, or Trench/ Thin Jackets - depending on your preferences and needs). Please only consider the jackets/ outerwear you would wear in non-athletic settings (i.e. everyday, commute to and from work, going for dinner etc.)

What to do:

Pick out the jacket(s)/ coat(s) that you would consider wearing.

Upload a screenshot or image of the jacket(s)/ coat(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 it?

If you feel like there’s something missing from what you picked, or what the brand offers in terms of jacket(s)/ coat(s) 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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I had a very early morning train from Euston to Manchester so had to leave at 6am. Comfort for travelling and walking is super important. Knew what I was going to wear and didn't need to plan or over think as it was just an outfit to travel in. Oversized tee and leggings are a go to for things like this. Comfy trainers. Didn't need a jacker or hoodie as I knew I'd be power walking and sitting on a hot train and then straight into a cab.

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As soon as I got to Manchester for an event (yoga and painting) I changed into a sports bra and an under amour small white tee. Same leggings and socks that I travelled in. Knew I wanted an outfit that didnt have large logos

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Same day - Friday. I then changed into a go-to look for me. Oversized baggy jeans and a white shirt. Jeans are from Pull & Bear, Top from Zara. I added a thin black belt from Gucci. I'm not a huge accessories person but like simple things like belts to tie a look together. Comfortable put somewhat smart. I then travelled home in this outfit.

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Saturday evening - a dinner out in Brighton. As a couple we don't often get to eat out so I wanted to make an effort even though it was a semi-casual dinner. Dress is from LA-Space. It looks like I've made an effort and looks pulled together but it's actually a lightweight cotton dress with shirred bodice so it's super stretchy. And it has pockets which I absolutely love in a dress. Shoes from ASOS - SO uncomfortable - this was the first time I've worn then and I'll never wear them again - they rubbed so hard so they're not for me. I changed the strap on my apple watch from a sport band to a silver metal face and strap to look more evening. No Jacket needed because of the weather.

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Saturday - start of a weekend away in Brighton. 2.5 hours in the car and then walking around shopping. Didn't change when we arrived. Weather was hot so comfy shorts. These are old from Zara that have some stretch. Linen mix tie shirt - keeps me cool in the weather and covered enough to keep out of the sun. Added a beige leather belt from Chloe with a gold buckle. New Balance Trainers and Golf Wang crew socks. Shirt from Reversed. Weather was hot so didnt need a jacket.

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Sunday - Still in Brighton - day of shopping and then travelling home. Much warmer so shorts again and a sleeveless top. If I'm wearing short shorts I prefer my chest to be covered so that my outfit isn't too revealing. Black Gucci belt to match the top. Top from Next that was a gift - not something I would have picked for myself but liked how it fit. Shorts from Mango. Crew socks have a black print in them that match top and belt.

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Sunday - Jacket - This is a beige lightweight bomber jacket that's a perfect summer option. Got it last summer and reach for it quite a lot because it goes with a lot of things.

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Lorna Luxe - I often look at Lorna's insta for style inspo. She posts high end luxury items but I love how she puts outfits together - she always looks so polished and classy, even when she's wearing a casual look. Often the items she posts are out of my budget but she's great for Inspo.

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LA - Space - this is a brand owned by Lorna Luxe - the brand I got my black dress from. I love some of her pieces and they are affordable but amazing quality. The item I got was beautifully packaged and came in a dust bag, with a printed box and tissue paper - A real luxury experience and something I really appreciated. It made me confident to order from this brand again. She releases items quite a lot in limited/small drops so you have to be aware and quick - so I watch Lorna and the brands insta stories to keep on top of what is launching

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Perrie Sian - this girl makes amazing fashion content and someone I watch on TikTok and instagram. Most of her content is highstreet try on hauls and she uploads all of the time - its a great way to see what's on the high street and how to style outfits. I often find with high street shops seeing something on a hanger is totally different to seeing it on someone that's actually styled an outfit. She uploads content regularly so you really know what's in the shops right now and how it fits.

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Never Fully Dressed - this is a website I'll often check to see what they have knew. I like a lot of their outfit options - they have a nice mix between casual and dressy and a lot of items that can be dressed up and down. I have a shirt of theirs in two colours that I LOVE and wear all of the time because they are timeless and so versatile. I got one in white and loved it so much I got it again in black.

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GOOD AMERICAN - a brand I like for day to day casual wear - they make the most beautifully fitting jeans. This post came up in my insta feed (I follow them) and I saved it for style inspo. I haven't got any cream or white jeans and always wondered how I would style them and loved this look.

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REEL - this reel came up whilst I was strolling and I saved it - love the look of the trainers - they're casual but different and I haven't seen them before. If I am scrolling insta reels I'll often save content to come back to when I have more time. Loved these trainers as they're not the same as everyone else Is wearing - like the Samba trend, I liked them but refused to buy any because just too many people are wearing them and they are just over done!

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Shopping - an online purchase is often started by an email from a brand that I already shop from. I'm a sucker for an email with a discount or special offer. Good American often send 30-40% off site wide and it makes their items much more affordable. I'm not a huge fan of end of season sales unless it's something I've been waiting in particular. If I have time during the day I might click to a website through an email from the brand. Other purchases are often triggered by online content I see - If I see an item or outfit that looks good or style tips I'll search for it. I'll often also search beforehand for a discount code. If I can't find one for a brand I'll go to their instagram and then go to their tagged posts - you'll then often find posts made by brand ambassadors that will have a discount code in their profile!

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Shopping for a lounge item - I need a new neutral hoodie or zip up. I'll start by checking different brands instagrams first to see what they are posting. As it's summer and most of the content is aimed for warmer weather I'll then go to different websites and have a quick search or use a google verse image search if I've screenshot anything in the past to find it or something similar. I don't like items with brands or logos to large on them. I like a little bit of detail or something slightly different.

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GOOGLE - If I don't see anything that's caught my attention on my socials I'll do a simple google search for the item I had in mind and see what comes up. So I searched oversize neutral hoodie and these were the results. I'll then scroll and click through.

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I've never shopped from this brand before but I love the complete styling, the fact the front of the jumper is plain and the logo is different but not too in your face. LOVE that it's in the sale - -this is something I would definitely buy 

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I absolutely love this - from a brand I often shop from so I know the quality will be good and it will wash nice. Good price point being in the sale and love the minimal logo = nice selection of photos so I can see all of the details. For a hoodie I would be happy to spend up to £100/£120 but only if I know it's good quality and something I know I'll get lots of wear from. The last hoodie I bought was from Golf Wang - as it was a brand I haven't shopped with before for hoodies I bought it in person as I was able to try it on. If it's a higher price point I like to know that it the purchase is online I can return it simply and ideally free if it doesnt fit as I like

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RAIN REBEL JACKET - for a jacket that I would wear to commute or wear out not in a gym setting this is the only option I think I would consider. It looks casual but could definitely look more smart depending on what you wear it with. LOVE the colour options and that it has a hood. For jackets that are for commuting etc I love a hood - especially living in the UK and the unpredictable weather. The sizing is spot on. I am a UK 10-12 and often brands will do 8-10 and then 12-14. I'm definitely not an 8 and a 14 would be too big. Having an option of 10-12 is perfect. Reviews are good. If it's a more expensive item I'll definitely look at the reviews to check the over all feedback and whether the sizing is accurate. Free returns and free shipping is a huge bonus. I hate, especially, I'm im buying a more expensive item, that I have to pay for shopping. LOVE that there's a nice selection of photos and it shows all the design details.

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I'll often quickly flick through the colours of the item before clicking on it to make sure it has colours I like and would go right into my wardrobe

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really lovely size selection AND it's super important to me that the UK size is clear. I've made many mistakes of ordering from US brands and I've ordered the incorrect size because they have not made it clear if it was a UK size or not