Thakoon Panichgul, designer of his eponymous line Thakoon, made the leap to a direct-to-consumer business model in September. The bet aligning his collections with an in-season schedule would mean to get new items to customers faster. As soon as they saw his new designs on the runway, they could shop them at Thakoon stores and on the brand’s website. The wholesale middleman was cut out entirely.
Turns out, he might have moved too fast.
More in Marketing
Ad Tech Briefing: Start-ups are now table stakes for the future of ad tech
Scaled ad tech companies need to maintain relationships with startups, when the sector is experiencing ongoing disruption due to AI.
Inside Kristi Argyilan’s RMN playbook: Lessons from the ‘godmother’ of retail media
Uber’s global head of advertising Kristi Argyilan says the future of retail media hinges on real-time relevance, brand differentiation, and breaking free from a one-size-fits-all playbook.
Digiday+ Research: More than half of marketers invest in TV and streaming, with an eye on impressions and branding
The majority of marketers are directing ad spend toward TV, with a focus on ads that drive impressions and branding.