By  on March 14, 2017
Backstage at Thakoon RTW Fall 2017

The see-now-buy-now movement, which launched to great fanfare a year ago but has since slowed, has lost another convert. Silas Chou and Thakoon Panichgul said Monday they have put their direct-to-consumer, see-now-buy-now venture on hold, and are considering restructuring the business.

Thakoon’s model was one of a handful of companies that experimented with the see-now-buy-now concept, to varying degrees of success. Those that showed entire see-now-buy-now collections were Rebecca Minkoff, Tommy Hilfiger, Burberry and Ralph Lauren. Other companies offered capsules of see-now-buy-now merchandise to complement the following season’s offering.

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