Tamara Mellon isn’t the only designer brand moving to the direct-to-consumer model. Misha Nonoo has discussed similar plans. This month Thakoon is evolving to sell its product in-season exclusively on Thakoon.com and in its first brick-and-mortar store.
"This is how I think the next generation of luxury brands are going to be built. I don't believe the next billion-dollar brand will be built in the way I built Jimmy Choo," Mellon told Racked. "The way we used to build brands was wholesale and retail. The last brand, probably, to be built like that was Michael Kors. Now today our customer she lives in digital, and unfortunately as an industry, we operate in analog, in a 50-year-old, 60-year-old business model and the customer doesn't want to shop that way anymore."