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Diffusion line

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]

Armani Exchange in Singapore

Diffusion lines

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Diffusion line Brand Notes Reference(s)
10 Crosby Derek Lam [4]
AAPE by A Bathing Ape A Bathing Ape
Armani Exchange, Armani Jeans, Emporio Armani Armani [1][5]
BDL Ben de Lisi For Debenhams [5]



Cheap & Chic, Love Moschino, Moschino Jeans Moschino [5]
CK, CK Jeans, Calvin Klein Underwear Calvin Klein [5]
CDG, Comme des Garçons Homme, Comme des Garçons PLAY, Comme des Garçons BLACK, Comme des Garçons Girl, Comme des Garçons SHIRT, Comme des Garçons WALLET Comme des Garçons
D&G Dolce & Gabbana Closed 2011 [1][5]
DKNY Donna Karan [5]
DRKSHDW, Rick Owens Lillies Rick Owens [6]
Farhi Nicole Farhi [5]
Fendissime, Fendi 365, Fendi Country, Fendi Jeans, Fendi Maglia Fendi [7][8]
Giamba Giambattista Valli [9]
Halston III, H Halston Halston
Hugo Boss
ICE, ICE JEANS, SPORT ICE Iceberg
Pleats Please, Homme Plisse, ME issey miyake Issey Miyake Pleats Please launched 1993, ME issey miyake launched 2001, Homme Plisse launched 2013 [10][11][12]
JPG Jean Paul Gaultier
Just Cavalli, Cavalli Class, Roberto Cavalli Sport Roberto Cavalli [13]
Karl Karl Lagerfeld [14][15]
Kate Spade Saturday Kate Spade Closed 2015
Lacoste Live! Lacoste
L'Agent Agent Provocateur [16]
Marc New York Andrew Marc [17]
Marc by Marc Jacobs, The Marc Jacobs, Heaven Marc Jacobs Marc by Marc Jacobs closed 2015, The Marc Jacobs launched 2019, Heaven launched 2020 [18][19][20]
Max&Co, SportMax, 'S Max Mara Max Mara
McQ Alexander McQueen "suspended" 2022 [21][22][23]
MICHAEL by Michael Kors Michael Kors [24][25]
Mimi Holliday Damaris [26]
M Missoni, Missoni Mare Missoni
Miss Wu Jason Wu [27]
MM6 Maison Margiela
MW Matthew Williamson For Macy's [1]
Notte Marchesa [28][29]
Overture Judith Leiber [1]
Pierre Balmain Balmain [1]
Philipp Plein Fetish Philipp Plein
R.E.D. Valentino Valentino Will close 2024 [4][30]
Richard Chai Love Richard Chai [4]
See Chloé [4]
Simply Vera Vera Wang For Kohl's and Harris Scarfe [31][32]
Sonia Sonia Rykiel [33][34]
T Alexander Wang [35]
Tommy Jeans Tommy Hilfiger
Valentino Garavani Valentino
Versus, Versace Jeans Couture, Versace Collection, Versace Classic V2, V2 Versace [36][37]
Victoria Victoria Beckham [38]
Wannabe Patrick Cox [39]
Y-3, Y's, S'YTE, Ground Y Yohji Yamamoto Y-3 for Adidas
Z Zegna Ermenegildo Zegna
Z Spoke Zac Posen For Saks [4][40]
Zac Zac Posen Zac Posen [41]

References

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  1. ^ a b c d e f Jopson, Barney (2011-06-06). "Middle market: Second-tier brands tap into straitened times". Financial Times. Retrieved 2014-10-27.
  2. ^ Cumming, Valerie; Cunnington, Cecil Willett; Cunnington, Phillis E.; Charles Relly Beard (15 November 2010). The Dictionary of Fashion History. Bloomsbury Academic. p. 66. ISBN 978-1-84788-534-0.
  3. ^ Robson, Julia (3 April 2006). "Second String, First Class". The Daily Telegraph. Retrieved 14 August 2014.
  4. ^ a b c d e Schimminger, Morgan C. (2011-05-27). "Five Top-Notch Designer Diffusion Lines". The Fashion Spot. Archived from the original on 2014-10-27. Retrieved 2014-10-27.
  5. ^ a b c d e f g Robson, Julia (2006-04-03). "Second string, first class". The Daily Telegraph. Retrieved 2014-10-27.
  6. ^ Wilson, Eric (17 July 2013). "Rick Owens Opens a SoHo Pop-Up". The New York Times. Retrieved 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. ^ Fearon, Francesca (2014-10-01). "Cavalli, Gucci, Ferretti and Max Mara revive the 70s in Milan". The Australian. Retrieved 2014-10-27.
  10. ^ "Techno frock". The Age. 2006-06-17. Retrieved 2024-08-28.
  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.com. Retrieved 2024-08-28.
  12. ^ "'me' is a new brand of issey miyake". 2008-05-22. Archived from the original on 2008-05-22. Retrieved 2024-08-28.
  13. ^ Jacobs, Alexandra (18 September 2014). "Milan Fashion Week Morning Report, Day 2". The New York Times. Retrieved 2014-10-27.
  14. ^ Gallagher, Victoria (2011-10-24). "Karl Lagerfeld to launch diffusion line". Drapers. Retrieved 2022-07-16.
  15. ^ "ABOUT THE BRAND - Karl Lagerfeld". karl.com. July 16, 2022. Retrieved July 16, 2022.
  16. ^ Kermali, Sarah (2012-10-24). "Penelope And Monica Cruz Design Lingerie Line". Vogue. Retrieved 2014-10-28.
  17. ^ "About Us - Andrew Marc". Retrieved 2018-09-03.
  18. ^ Chan, Stephanie (2015-03-23). "Marc by Marc Jacobs Is Shutting Down". The Hollywood Reporter. Retrieved 2023-11-07.
  19. ^ "Who Or What Is THE Marc Jacobs? The Man Himself Introduces His New Brand". ELLE. 2019-05-30. Retrieved 2023-11-07.
  20. ^ Yotka, Steff (2020-09-10). "Marc Jacobs Launches Heaven, a New Collection of Teen Dream Fashion". Vogue. Retrieved 2024-08-28.
  21. ^ Alexander, Ella (2012-09-17). "Alistair Carr Joins McQ". Vogue. Retrieved 2014-10-27.
  22. ^ Edelson, Sharon (2008-11-18). "McQueen on Target". Women's Wear Daily. Retrieved 2014-10-27.
  23. ^ Herrera, Robert (25 June 2022). "Alexander McQueen Suspends its McQ Line". FashionNetwork.com. Retrieved 2023-11-07.
  24. ^ "The fashion designer who fits and flatters". The Independent. 2009-11-25. Retrieved 2014-10-27.
  25. ^ Lutz, Ashley (15 February 2013). "Michael Kors Just Beat Every Other Fashion Brand". Business Insider. Retrieved 2014-10-27.
  26. ^ "Treat Yourself With Mimi". Vogue. 2003-12-30. Archived from the original on 2014-10-27. Retrieved 2014-10-27.
  27. ^ Cowles, Charlotte (2012-10-03). "Michelle Obama Wore Jason Wu's New Label Before Everyone Else". The Cut. Retrieved 2014-10-27.
  28. ^ Wischhover, Cheryl (2013-06-07). "Marchesa Launching Beauty Line with Revlon". Fashionista. Retrieved 2014-10-27.
  29. ^ "Marchesa Makeup For Revlon Launches With Nail Art". The Huffington Post. 2013-06-07. Retrieved 2014-10-27.
  30. ^ Zargani, Luisa (2021-05-18). "Valentino to Go Fur-Free, Terminate Red Valentino". WWD. Retrieved 2023-11-07.
  31. ^ St. James, Matthew (2011-01-18). "Vera Wang Brand History". Fashion in Time. Retrieved 2014-10-27.
  32. ^ Lysacek, Evan (19 November 2010). "Vera Wang". Interview. Retrieved 2014-10-27.
  33. ^ Karmali, Sarah (2013-05-28). "Sonia Rykiel's New Footwear Partner". Vogue. Retrieved 2014-10-27.
  34. ^ Menkes, Suzy (2012-02-28). "Chloe and Rykiel Secondary Lines Are Coming Into Their Own". The New York Times. Retrieved 2014-10-27.
  35. ^ Clott, Sharon (2009-01-15). "Alexander Wang's Diffusion Line Drops in Two Weeks". The Cut. Retrieved 2014-10-27.
  36. ^ Castrillo, François (2013-10-07). "M.I.A. pour Versus Versace" [M.I.A. for Versus Versace]. Vogue Paris (in French). Translated by Holly Meehan. Retrieved 2014-10-27.
  37. ^ "VERSACE LAUNCHES V2, WOMEN'S DIFFUSION LINE". Women's Wear Daily. 1996-10-10.
  38. ^ Milligan, Lauren (2011-08-13). "Victoria's Other Wardrobe". Vogue. Retrieved 2014-10-27.
  39. ^ Tyrrel, Rebecca (16 January 2003). "The King of the Cobblers". The Daily Telegraph. Retrieved 14 August 2014.
  40. ^ Achara, sther Adams (2010-04-15). "Zac Posen for Target Launches—And One Londoner Just Can't Wait". Vogue. Retrieved 2014-10-27.
  41. ^ Karmali, Sarah (2013-02-06). "Zac Posen Launches New Contemporary Line". Vogue. Retrieved 2014-10-27.
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