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Diffusion line

Lower price line from a high-end brand

Lower price line from a high-end brand

A diffusion line (also known as a bridge line) is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower prices. 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.

Diffusion lines

Diffusion lineBrandNotesReference(s)
10 CrosbyDerek Lamtitle=Five Top-Notch Designer Diffusion Linesfirst=Morgan C.last=Schimmingerwork=The Fashion Spotdate=2011-05-27access-date=2014-10-27url=http://www.theukfashionspot.co.uk/runway-news/167401-five-top-notch-designer-diffusion-lines/archive-url=https://web.archive.org/web/20141027142301/http://www.theukfashionspot.co.uk/runway-news/167401-five-top-notch-designer-diffusion-lines/archive-date=2014-10-27url-status=dead }}
AAPE by A Bathing ApeA Bathing Ape
Armani Exchange, Armani Jeans, Emporio ArmaniArmanititle=Second String, First Classfirst=Julialast=Robsonwork=The Daily Telegraphdate=2006-04-03access-date=2014-10-27url=http://fashion.telegraph.co.uk/news-features/TMG3352570/Second-string-first-class.html}}
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
FarhiNicole Farhi
Fendissime, Fendi 365, Fendi Country, Fendi Jeans, Fendi MagliaFendi
GiambaGiambattista Valli
Halston III, H HalstonHalston
HugoBoss
ICE, ICE JEANS, SPORT ICEIceberg
Pleats Please, Homme Plisse, ME issey miyakeIssey MiyakePleats Please launched 1993, ME issey miyake launched 2001, Homme Plisse launched 2013
Junior Gaultier, Soleil, JPG Jeans, Maille Femme, Gaultier Puissance 2Jean Paul GaultierJunior Gaultier launched 1988, JPG Jeans launched 1992, Gaultier Puissance 2 launched 2006
Just Cavalli, Cavalli Class, Roberto Cavalli SportRoberto Cavalli
Karl Lagerfeld ParisKarl Lagerfeld
Kate Spade SaturdayKate SpadeClosed 2015
Lacoste Live!Lacoste
L'AgentAgent Provocateur
Marc New YorkAndrew Marc
Marc by Marc Jacobs, The Marc Jacobs, HeavenMarc JacobsMarc by Marc Jacobs closed 2015, The Marc Jacobs launched 2019, Heaven launched 2020
Max&Co, SportMax, 'S Max MaraMax Mara
McQAlexander McQueen"suspended" 2022
MICHAEL by Michael KorsMichael Kors
Mimi HollidayDamaris
M Missoni, Missoni MareMissoni
Miss WuJason Wu
MM6Maison Margiela
Thierry Mugler Active, Mugler Trademark, Mugler, Only Thierry Mugler, Thierry Mugler EditionThierry MuglerThierry Mugler replaced by Mugler in 1994, Only Thierry Mugler registered in 2001, Thierry Mugler Edition launched 2008
MWMatthew WilliamsonFor Macy's
NotteMarchesa
OvertureJudith Leiber
Pierre BalmainBalmain
Philipp Plein FetishPhilipp Plein
Richard Chai LoveRichard Chai
SeeChloé
Simply VeraVera WangFor Kohl's and Harris Scarfe
SoniaSonia Rykiel
TAlexander Wang
Tommy JeansTommy Hilfiger
R.E.D. Valentino, Valentino GaravaniValentinoR.E.D. Valentino closed 2024last=Zarganifirst=Luisadate=2021-05-18title=Valentino to Go Fur-Free, Terminate Red Valentinourl=https://wwd.com/fashion-news/designer-luxury/valentino-goes-fur-free-terminates-red-valentino-1234825165/access-date=2023-11-07work=Women's Wear Dailylanguage=en-US}}
Versus, Versace Jeans Couture, Versace Collection, Versace Classic V2, V2Versace
VictoriaVictoria Beckham
WannabePatrick Cox
Y-3, Y's, S'YTE, Ground YYohji YamamotoY-3 for Adidas
Z ZegnaErmenegildo Zegna
Z Spoke, Zac Zac PosenZac PosenZ Spoke for Sakstitle=Zac Posen for Target Launches—And One Londoner Just Can't Waitfirst=sther Adamslast=Acharawork=Voguedate=2010-04-15access-date=2014-10-27url=http://www.vogue.com/871097/vd-zac-posen-for-target-launches8212and-one-londoner-just-cant-wait}}

References

References

  1. Jopson, Barney. (2011-06-06). "Middle market: Second-Tier Brands Tap into Straitened Times". [[Financial Times]].
  2. (15 November 2010). "The Dictionary of Fashion History". [[Bloomsbury Academic]].
  3. Robson, Julia. (3 April 2006). "Second String, First Class". [[The Daily Telegraph]].
  4. Schimminger, Morgan C.. (2011-05-27). "Five Top-Notch Designer Diffusion Lines". The Fashion Spot.
  5. Robson, Julia. (2006-04-03). "Second String, First Class". [[The Daily Telegraph]].
  6. Wilson, Eric. (17 July 2013). "Rick Owens Opens a SoHo Pop-Up". [[The New York Times]].
  7. Forden, Sarah Gay (25 January 1994). [https://wwd.com/feature/fast-forward-at-fendi-1152507-1748881/ "Fast Forward at Fendi"]. ''[[Women's Wear Daily]]''.
  8. Lockwood, Lisa (29 October 1996). [https://wwd.com/feature/article-1120874-1778103/ "Tyler Licenses Gruppo Nadini for a Collection"]. ''[[Women's Wear Daily]]''.
  9. Fearon, Francesca. (2014-10-01). "Cavalli, Gucci, Ferretti and Max Mara Revive the 70s in Milan". [[The Australian]].
  10. (2006-06-17). "Techno Frock". [[The Age]].
  11. Features, Jack Moss published in. (2023-10-24). "Homme Plissé Issey Miyake Celebrates 10 Years with Photo Series Exploring the Story Behind the Pleats". [[Wallpaper (magazine).
  12. (2008-05-22). "'Me' Is a New Brand of Issey Miyake".
  13. Chan, Emily. (2021-10-27). "You Can Now Rent The Vintage Jean Paul Gaultier Beloved By Bella And Kendall".
  14. (2012-12-03). "Jean Paul Gaultier launches new line in".
  15. Jacobs, Alexandra. (18 September 2014). "Milan Fashion Week Morning Report, Day 2". [[The New York Times]].
  16. Gallagher, Victoria. (2011-10-24). "Karl Lagerfeld to Launch Diffusion Line". [[Drapers (magazine).
  17. (July 16, 2022). "About the Brand – Karl Lagerfeld".
  18. Kermali, Sarah. (2012-10-24). "Penelope and Monica Cruz Design Lingerie Line". [[Vogue (British magazine).
  19. "About Us – Andrew Marc".
  20. Chan, Stephanie. (2015-03-23). "Marc by Marc Jacobs Is Shutting Down". [[The Hollywood Reporter]].
  21. (2019-05-30). "Who or What Is THE Marc Jacobs? The Man Himself Introduces His New Brand". [[Elle (magazine).
  22. Yotka, Steff. (2020-09-10). "Marc Jacobs Launches Heaven, a New Collection of Teen Dream Fashion". [[Vogue (magazine).
  23. Alexander, Ella. (2012-09-17). "Alistair Carr Joins McQ". [[Vogue (British magazine).
  24. Edelson, Sharon. (2008-11-18). "McQueen on Target". [[Women's Wear Daily]].
  25. Herrera, Robert. (25 June 2022). "Alexander McQueen Suspends Its McQ Line".
  26. (2009-11-25). "The Fashion Designer Who Fits and Flatters". [[The Independent]].
  27. Lutz, Ashley. (15 February 2013). "Michael Kors Just Beat Every Other Fashion Brand". [[Business Insider]].
  28. (2003-12-30). "Treat Yourself with Mimi". [[Vogue (British magazine).
  29. Cowles, Charlotte. (2012-10-03). "Michelle Obama Wore Jason Wu's New Label Before Everyone Else". [[Vulture (blog).
  30. Daswani, Kavita. (1994-10-02). "Mugler launches improved version of 'Active' line".
  31. "Mugler, Thierry".
  32. Vogue. (2009-02-06). "Thierry Mugler".
  33. "EM brand: 002788487 - Only Thierry Mugler".
  34. (2008-06-25). "Thierry Mugler Revives Womenswear for Spring".
  35. Wischhover, Cheryl. (2013-06-07). "Marchesa Launching Beauty Line with Revlon". Fashionista.
  36. (2013-06-07). "Marchesa Makeup for Revlon Launches with Nail Art". [[The Huffington Post]].
  37. St. James, Matthew. (2011-01-18). "Vera Wang Brand History". Fashion in Time.
  38. Lysacek, Evan. (19 November 2010). "Vera Wang". [[Interview (magazine).
  39. Karmali, Sarah. (2013-05-28). "Sonia Rykiel's New Footwear Partner". [[Vogue (British magazine).
  40. Menkes, Suzy. (2012-02-28). "Chloe and Rykiel Secondary Lines Are Coming Into Their Own". [[The New York Times]].
  41. Clott, Sharon. (2009-01-15). "Alexander Wang's Diffusion Line Drops in Two Weeks". [[Vulture (blog).
  42. Zargani, Luisa. (2021-05-18). "Valentino to Go Fur-Free, Terminate Red Valentino". [[Women's Wear Daily]].
  43. Castrillo, François. (2013-10-07). "M.I.A. pour Versus Versace". [[Vogue Paris]].
  44. (1996-10-10). "Versace Launches V2, Women's Diffusion Line". [[Women's Wear Daily]].
  45. Milligan, Lauren. (2011-08-13). "Victoria's Other Wardrobe". [[Vogue (British magazine).
  46. Tyrrel, Rebecca. (16 January 2003). "The King of the Cobblers". [[The Daily Telegraph]].
  47. Achara, sther Adams. (2010-04-15). "Zac Posen for Target Launches—And One Londoner Just Can't Wait". [[Vogue (magazine).
  48. Karmali, Sarah. (2013-02-06). "Zac Posen Launches New Contemporary Line". [[Vogue (British magazine).
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