Diffusion line explained

A diffusion line (also known as a bridge line)[1] is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower prices.[2] These ranges are separate from a fashion house's "signature line", or principal artistic line, that typically retails at much higher prices. Diffusion products may be on sale alongside designers' signature lines but they can also be made available at concession outlets and certain chain stores. The use of a diffusion line is a part of the strategy of massification where luxury brands attempt to reach a broader market in order to increase revenue and brand recognition.

Diffusion lines serve several purposes for designers. They can substantially increase sales volumes as their products become more affordable to a wider audience at the lower price point, with the designer at the same time leveraging the desirability of their premium ranges to create a kind of halo effect. They can also be a response to offset the effect of chain stores copying their products and undercutting the designer's prices.[3]

Diffusion lines

Diffusion lineBrandNotesReference(s)
10 CrosbyDerek Lam[4]
AAPE by A Bathing ApeA Bathing Ape
Armani Exchange, Armani Jeans, Emporio ArmaniArmani[5]
BDLBen de LisiFor Debenhams
Cheap & Chic, Love Moschino, Moschino JeansMoschino
CK, CK Jeans, Calvin Klein UnderwearCalvin Klein
CDG, Comme des Garçons Homme, Comme des Garçons PLAY, Comme des Garçons BLACK, Comme des Garçons Girl, Comme des Garçons SHIRT, Comme des Garçons WALLETComme des Garçons
D&GDolce & GabbanaClosed 2011
DKNYDonna Karan
DRKSHDW, Rick Owens LilliesRick Owens[6]
FarhiNicole Farhi
Fendissime, Fendi 365, Fendi Country, Fendi Jeans, Fendi MagliaFendi[7] [8]
GiambaGiambattista Valli[9]
Halston III, H HalstonHalston
HugoBoss
ICE, ICE JEANS, SPORT ICEIceberg
JPGJean Paul Gaultier
Just Cavalli, Cavalli Class, Roberto Cavalli SportRoberto Cavalli[10]
KarlKarl Lagerfeld[11] [12]
Kate Spade SaturdayKate SpadeClosed 2015
Lacoste Live!Lacoste
L'AgentAgent Provocateur[13]
Marc New YorkAndrew Marc[14]
Marc by Marc Jacobs, The Marc JacobsMarc JacobsMarc by Marc Jacobs closed 2015, The Marc Jacobs launched 2019[15] [16]
Max&CoMax Mara
McQAlexander McQueen"suspended" 2022[17] [18] [19]
MICHAEL by Michael KorsMichael Kors[20] [21]
Mimi HollidayDamaris[22]
M MissoniMissoni
Miss WuJason Wu[23]
MM6Maison Margiela
MWMatthew WilliamsonFor Macy's
NotteMarchesa[24] [25]
OvertureJudith Leiber
Pierre BalmainBalmain
Philipp Plein FetishPhilipp Plein
R.E.D. ValentinoValentinoWill close 2024[26]
Richard Chai LoveRichard Chai
SeeChloé
Simply VeraVera WangFor Kohl's and Harris Scarfe[27] [28]
SoniaSonia Rykiel[29] [30]
TAlexander Wang[31]
Tommy JeansTommy Hilfiger
Valentino GaravaniValentino
Versus, Versace Jeans Couture, Versace Collection, Versace Classic V2, V2Versace[32] [33]
VictoriaVictoria Beckham[34]
WannabePatrick Cox[35]
Y-3,Y's, Ground YYohji YamamotoY-3 for Adidas
Z ZegnaErmenegildo Zegna
Z SpokeZac PosenFor Saks[36]
Zac Zac PosenZac Posen[37]

Notes and References

  1. Web site: Middle market: Second-tier brands tap into straitened times . Barney . Jopson . . 2011-06-06 . 2014-10-27 .
  2. Book: Cumming . Valerie . Cunnington . Cecil Willett . Cecil Willett Cunnington . Cunnington . Phillis E. . Phillis Emily Cunnington . Charles Relly Beard . The Dictionary of Fashion History . 15 November 2010 . Bloomsbury Academic . 978-1-84788-534-0 . 66.
  3. Web site: Second String, First Class . . Julia . Robson . 3 April 2006 . 14 August 2014.
  4. Web site: Five Top-Notch Designer Diffusion Lines . Morgan C. . Schimminger . The Fashion Spot . 2011-05-27 . 2014-10-27 . https://web.archive.org/web/20141027142301/http://www.theukfashionspot.co.uk/runway-news/167401-five-top-notch-designer-diffusion-lines/ . 2014-10-27 . dead .
  5. Web site: Second string, first class . Julia . Robson . . 2006-04-03 . 2014-10-27 .
  6. News: Rick Owens Opens a SoHo Pop-Up . Wilson. Eric . . 17 July 2013 . 2014-10-27 .
  7. Sarah Gay Forden (25 January 1994), Fast Forward At Fendi Women's Wear Daily.
  8. Lisa Lockwood (29 October 1996), Tyler licenses Gruppo Nadini for a collection Women's Wear Daily.
  9. Web site: Cavalli, Gucci, Ferretti and Max Mara revive the 70s in Milan . Francesca . Fearon . . 2014-10-01 . 2014-10-27 .
  10. Web site: Milan Fashion Week Morning Report, Day 2 . Jacobs . Alexandra . . 18 September 2014 . 2014-10-27 .
  11. Web site: Gallagher . Victoria . 2011-10-24 . Karl Lagerfeld to launch diffusion line . 2022-07-16 . Drapers . en.
  12. Web site: July 16, 2022 . ABOUT THE BRAND - Karl Lagerfeld . July 16, 2022 . karl.com.
  13. Web site: Penelope And Monica Cruz Design Lingerie Line . Sarah . Kermali . . 2012-10-24 . 2014-10-28 .
  14. Web site: About Us - Andrew Marc . 2018-09-03 .
  15. Web site: Chan . Stephanie . 2015-03-23 . Marc by Marc Jacobs Is Shutting Down . 2023-11-07 . The Hollywood Reporter . en-US.
  16. Web site: 2019-05-30 . Who Or What Is THE Marc Jacobs? The Man Himself Introduces His New Brand . 2023-11-07 . ELLE . en-GB.
  17. Web site: Alistair Carr Joins McQ . Ella . Alexander . . 2012-09-17 . 2014-10-27 .
  18. Web site: McQueen on Target . Edelson . Sharon . . 2008-11-18 . 2014-10-27 .
  19. Web site: Herrera . Robert . 25 June 2022 . Alexander McQueen Suspends its McQ Line . 2023-11-07 . FashionNetwork.com . en-US.
  20. News: The fashion designer who fits and flatters . . 2009-11-25 . 2014-10-27 .
  21. Web site: Michael Kors Just Beat Every Other Fashion Brand . Ashley . Lutz . . 15 February 2013 . 2014-10-27 .
  22. Web site: Treat Yourself With Mimi . . 2003-12-30 . 2014-10-27 . https://web.archive.org/web/20141027141225/http://www.vogue.co.uk/news/2003/12/30/treat-yourself-with-mimi . 2014-10-27 . dead .
  23. Web site: Michelle Obama Wore Jason Wu’s New Label Before Everyone Else . Charlotte . Cowles . . 2012-10-03 . 2014-10-27 .
  24. Web site: Marchesa Launching Beauty Line with Revlon . Cheryl . Wischhover . Fashionista . 2013-06-07 . 2014-10-27 .
  25. Web site: Marchesa Makeup For Revlon Launches With Nail Art . . 2013-06-07 . 2014-10-27 .
  26. Web site: Zargani . Luisa . 2021-05-18 . Valentino to Go Fur-Free, Terminate Red Valentino . 2023-11-07 . WWD . en-US.
  27. Web site: Vera Wang Brand History . Matthew . St. James . Fashion in Time . 2011-01-18 . 2014-10-27 .
  28. Web site: Vera Wang . Evan . Lysacek . . 2014-10-27 . Evan Lysacek.
  29. Web site: Sonia Rykiel's New Footwear Partner . Sarah . Karmali . . 2013-05-28 . 2014-10-27 .
  30. News: Chloe and Rykiel Secondary Lines Are Coming Into Their Own . Suzy . Menkes . Suzy Menkes . . 2012-02-28 . 2014-10-27 .
  31. Web site: Alexander Wang’s Diffusion Line Drops in Two Weeks . Sharon . Clott . . 2009-01-15 . 2014-10-27 .
  32. Web site: M.I.A. for Versus Versace . François . Castrillo . . 2013-10-07 . 2014-10-27 . M.I.A. pour Versus Versace. fr . Holly Meehan .
  33. Web site: VERSACE LAUNCHES V2, WOMEN’S DIFFUSION LINE . . 1996-10-10 .
  34. Web site: Victoria's Other Wardrobe . Lauren . Milligan . . 2011-08-13 . 2014-10-27 .
  35. Web site: The King of the Cobblers . . 16 January 2003 . 14 August 2014 . Rebecca . Tyrrel.
  36. Web site: Zac Posen for Target Launches—And One Londoner Just Can’t Wait . sther Adams . Achara . . 2010-04-15 . 2014-10-27 .
  37. Web site: Zac Posen Launches New Contemporary Line . Sarah . Karmali . . 2013-02-06 . 2014-10-27 .

This article is licensed under the GNU Free Documentation License. It uses material from the Wikipedia article "Diffusion line".

Except where otherwise indicated, Everything.Explained.Today is © Copyright 2009-2024, A B Cryer, All Rights Reserved. Cookie policy.