TOAST Ltd, incorporated in 2008 and led by director Charley Boorman, sells thoughtfully designed clothing and homeware through both an e-commerce store built on Shopify and a network of physical retail locations. The brand publishes editorial content and a magazine alongside its product offer, suggesting content production is a meaningful operational commitment. The size and fit guide on the site asks visitors to input their own measurements manually — a step that sits between browsing and buying, and one where confidence can stall.
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The size and fit guide on toa.st asks shoppers to take and enter their own measurements before they can map themselves to a size — curious whether that self-measurement step introduces enough hesitation to affect whether someone completes a purchase or quietly exits. The guide appears to be a static, input-led tool rather than something that adapts to the shopper's responses, which could mean the guidance feels generic at the point when a customer most needs reassurance. One direction worth exploring is whether there's a lighter, more conversational path through sizing that reduces the effort on the shopper's side and lifts completion. What we genuinely can't tell from outside is how drop-off actually behaves at that stage, whether the current guide is already being iterated on, or where Charley Boorman and the team currently see the biggest friction in the purchase journey — which is exactly what a short call would help us understand.