• 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 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?

• 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. 

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.

I feel youthful, relaxed and relevant.

Not a heap of effort - nothing needs to be ironed.

Typically if I'm going to a restaurant or it's a milestone bday I will more effort, but it was just a relaxed catch up with family

This fashion style tells the world that you know what you are doing with yourself, without being too overconfident or edgy. Also know that I'm 45 I've had to tone back the ripped jeans and accessories

I like the fit, i like the colour and I like the little logo on the chest. Also looks good with a white short.

Crewnecks are so versatile, I could match them with a white short or chinos of jeans.

The patterns are important to me, I like a little quirky pop, I like something that has a little individuality, and these leafy icons work really well.

They are versatile I could wear them to golf, or the beach or a bbq, admittedly not a summer item, but fine for 3 seasons out of 4.

Could easily match with the crew neck that I published above.

My feelings didn't change at the event, in fact they were probably vindicated. My wifes side has a bit of a class spectrum with tradies who will just come to something like this in a t-shirt and others who will come in full suits. So I thought my outfit was somewhere in the middle and I prefer to hang out with the tradie cousins as they are typically more fun and interesting.