Thakoon RTW Spring 2017

Thumbs-up to Thakoon’s social media and web teams. They get it. The designer presented his fall collection in Brooklyn on Thursday, promising “runway, in real time.” The company largely delivered with a well-oiled digital strategy regarding information access and drumming up excitement for the big day. The only downside, if you’d call it that, was that only select looks from the presentation were immediately available. Preshow hype in the days prior included posting the show’s soundtrack and the usual social media backstage imagery and countdown posts. A banner at the top of the Thakoon web page stood poised an hour ahead of the show to make clear when the collection would be available for sale, along with a separate landing page for all things runway related. Thakoon followers could peruse what was live-streamed via Periscope, along with Instagram Stories and Snapchat. And, thus, within an hour of the show’s close, an e-mail pinged in my inbox, confirming the order of a floral-print georgette dress. Simple.
— Kari Hamanaka

This story first appeared in the September 12, 2016 issue of WWD. Subscribe Today.

The designer opened his first physical store in SoHo on Aug. 31, when he revealed his next runway show would be the current season, and that the looks would be available for purchase. A special shopping event was slated for Friday evening with the designer at the store. It was free, but the event reached capacity within hours. Customers who could get in could meet Thakoon. Otherwise, the looks — about one-third of the runway lineup — were available the following morning. More will be available Sept. 28. Available product included key items like a double-faced wool car coat, a sleeveless cape with mohair collar and a yellow ruffled silk crepe de chine dress, which was front-and-center at the store, with the runway show playing on a big screen along the back wall. There were only two units each of the offered runway items, and while the store wasn’t crowded, the salespeople were helpful and knowledgeable.
— Debra Borchardt