• 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. 

• 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? 

• 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?  

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? 

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?

• 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? 

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! 

• 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. 

I’m on the way to work on set. Will be sitting at the computer most of the day so got my comfy fit on!

I mostly buy all my clothes second hand from Carboot sales/charity shops, (except for underwear and socks) I enjoy finding one-off items that will differentiate me from others. For underwear my go to brands and supreme and Lululemon as the fit and comfortability is perfect for me. For socks I usually buy Nike dry-fit or on running and own a couple of pairs or Marino wool socks from Arcteryx.

Overall I would rather acquire high quality clothing and accessories over low quality regardless of the price point. I also enjoy wearing items with organic or natural materials and feel the item will have more longevity and durability. I always avoid high street shops!

This is the jacket I would chose from all the styles because I feel it can be worn sporty or casual depending on how you pair it. The colour and cuts of the jacket make it feel less classic compared to other options. I feel this is more versatile and youthful design.

I would wear with black shorts or blue wash jeans, black vintage t shirt and crocs or dr martens

This would be my choice as I prefer dark colours so black is perfect. I love black because it’s sleek and easy to style. The cut on the jacket also is nice with a more cropped fit to change up the dimensions of your appearance.

The branding and placements is unorthodox in position but works very well and helps with branding. The branding is also subtle which I prefer.

I would wear this jacket with black Levi’s jeans black Converse or CDG x AirMax and black/dark vintage t shirt.

I have chosen this particular outfit as it aligns with my style and taste. I started my search at Selfridges as I know I can filter through the brands to find ones I like.

Tekla is my favourite loungewear and homewear brand due to its style, quality and design.

I like the quality of the fabric and branding is simple and subtle. The price is a little high, but would pay for the above reasons.

I like the branding, design and quality all though it used to be much better. I am a loyal costumer and they are able to repair or replace items with their warranty system. This way I feel like I’m getting good value for my money when purchasing.

If I buy an item and find I’m not using it, I’m happy to sell it on and not be attached to it.

In my opinion, the main values of brands are important and also the quality/type of materials being used. As well as the design and being ethically sourced makes big difference when buying into a brand/ product.

Innovation is also a big factor when choosing a credible and trusted brand. I like seeing new designs and features of the garment that can make your life easier when wearing. Whether it's a specially designated pocket or compartment on the garment (ie for phone etc) or zipped pockets and variations in adjustably to maximise comfort is essential. I also would base my loyalty to the brand/company buy buying an item first. If the garment washes well and is durable, it will solidify the integrity of the brand/products.