I am loving this Toast thread, it just keeps giving. Clothes are definitely my hobby, but they are more than that, they are a critical part of my life and who I am. They bring me so much joy, life would be a duller place without being able to be creative in what you wear and how you wear it. I also really appreciate that now I am at a point in my life where I can indulge my passion but I am very conscious that I couldn't have bought clothes at Toast prices (sale or otherwise) in my younger days. I don't take the privileged position I am in for granted.
I have been a Toast buyer almost since they started, way back in 1997 when they were a nightwear and lounge wear brand, with their name, Toast, conjuring up feeling toastie and comfortable at home. My, how they have grown and expanded, not always for the best and sometimes forging a dubious path in design. They had a brief foray with French Connection and I think that was a point when they went downhill and I stopped buying from them. I picked them up again after a couple of years and I have been pretty faithful since then. Having said that, I don't like everything they do, sometimes their design becomes almost a parody of itself. Their customer service is also erratic, sometimes spot on, sometimes much less so.
I am also really disappointed that they stopped the 20% off in the autumn every year for valued customers. It was a great opportunity to have a bit of a splurge. I get particularly irritated when I see reviews mentioning that they had money off - Toast (I know you are reading this), you really need to think about retaining your loyal customers, the ones that are propping you up year on year, coming back for more and spending high. The only reward for us now appears to be early access to the sale, even kindred gifts have fallen by the wayside it seems.
Shout out too to Nikki Sher, what fools Toast were to let her go. No one has lived up to the live talks like Nikki, sold the goods so well and been such an ambassador for the brand. I see she has moved on though and was delighted to see her at East which needs just the sort of revamp Nikki can deliver, as she did at Toast. Check out Grounded Magazine which she has just guest edited and which sees the transformation she is taking East clothing on. Craft Through A Modern And Feminine Lens | Grounded Magazine I follow her on LinkedIn and this popped up on my feed today, go Nikki!