Thakoon’s business restructuring is a blow to see-now-buy-now

By Hilary Milnes • March 15, 2017 •

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.