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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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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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This day I was attending a baptism so here I am wearing a dress I bought from COS with a regular cardigan and I'm wearing some Prada black loafers as well. My mood for the day was comfortable says the dress was simple and it wasn't formfitting to make me feel uncomfortable and kind of way I felt confident in it and I didn't put much effort in this since I wear this outfit pretty often I would also say that it is a pretty basic outfit but also classic and elevated and this was my first outfit choice I didn't change anything because I was confident that I was gonna go with this outfit and if I were to change anything about this outfit I would maybe add some more design to the dress

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I'm posting the screenshot I found on Instagram of this girl discussing you Summer 2025 fashion and she posts a photo of a girl wearing these Capri shorts and I think it's kind of ridiculous and not very flattering in my opinion but apparently they're going to be trending so this is interesting opinion for me this is something I don't see myself wearing but I could see how others are going to and I think that's good for them

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I'm looking to purchase something like this jumpsuit for a while because I think it's really cute and stylish and really comfortable and easy to wear and often times I love really wearing these one-piece items because they're really easy to put together in an outfit and just makes the outfit process much more simple and convenient. I found this product by searching on Amazon through their clothing tab and seeing what caught my eye I didn't do much research before because I wasn't having anything particular in mind that I was looking for specifically but I'm open to other brands that would have a stall like this too I just have to continue searching.

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Today I went out with my mom to do some shopping and I decided to wear this blue floral dress that I have because there's a pretty hot summer days so I thought this was really great and comfortable I believe I bought this on Amazon years ago but it's fit very well and it stayed really well and then for my sandals I'm wearing the white Hermès Oron sandals that go with everything and I love them so much and I'm also just wearing a simple cream bag that I bought from TJ Maxx a couple years ago as well

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I was watching the girls video on TikTok today and she was showing her outfit and I thought it was really cute and even though it's really simple it was elevated because of her sweater vest top that she's wearing and the headband is so cute reminds me of summertime so she like desert fashion and I think it's really new and comfortable and is it a cheap also this is what I also love about it to something I will definitely save and try to recruit for myself in the future because I think it looks so cute on her so I would hope they look good on me as well. This is some thing I intentionally just came up on my feed so this was nice and exciting to see since I always like when things find me and I definitely will go out of my way to try to find a purchase this because I really like this overall vibe of this outfit

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This particular piece caught my eye because I love the pokiness of this check it I love how it's big one long piece and it is a one color and it is matchable with many other pieces in my wardrobe I love how dramatic it is especially the flare near the color and how comfortable and warm it looks like it would feel. I want to dress it up in the winter especially I'm going to snowy please I would wear leggings and long knee-high boots and make this outfit a little more dramatic looking I think that would suit it very well.