GB: Fashion retailer TOAST launches pre-loved project - Are Britons fond of second-hand shopping?

British fashion brand, TOAST, has launched “The Toast Renewed” collection, which features womenswear, menswear garments and soft textiles that have been created using damaged items from the brand’s shops as well as from items returned by customers. While these pieces were previously sold through sample sales and in the brand’s outlets shops, the ‘repaired’ pieces will now be sold online, priced between £90 to £350.

With brands stepping into the pre-loved fashion space, do Britons have an appetite for second-hand items at all?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 58% of Britons who tend to buy from TOAST agree with the statement that they “prefer to buy things second hand rather than new.” In comparison, less than a third (31%) of the general British population agrees with the statement. 

On the other hand, while 23% of respondents who tend to buy from TOAST disagree with the statement that they “prefer to buy things second hand rather than new”, a larger 46% of the general population disagrees with the statement. 

Data from Profiles suggests that amongst environmentally responsible behaviors Britons are willing to do, 22% of the general British population would buy refurbished products and 15% would buy secondhand products. 

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles. 

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