After putting his eponymous fashion label on hold for two years, Thakoon is betting that his customer wants affordable, quality wardrobe essentials
Fashion designer Thakoon Panichgul says his friends aren’t buying $500 dresses anymore. It’s a price point they once didn’t blink at, he explains, but having more options than ever before has changed the way consumers understand luxury.
“Before, it was almost like, luxury equals this $1,500 dress from this designer and you better go get it because there aren’t that many of them,” he says. “It’s almost like [the customer] had been dictated to. Now she’s doing the research online, she’s informing herself and she knows exactly what she wants.”
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