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 line Brand Notes Reference(s)10 CrosbyDerek LamAAPE by A Bathing ApeA Bathing ApeArmani Exchange, Armani Jeans, Emporio ArmaniArmaniBDLBen de LisiFor DebenhamsCheap & Chic, Love Moschino, Moschino JeansMoschinoCK, CK Jeans, Calvin Klein UnderwearCalvin KleinCDG, 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 GarçonsD&GDolce & GabbanaClosed 2011DKNYDonna KaranDRKSHDW, Rick Owens LilliesRick OwensFarhiNicole FarhiFendissime, Fendi 365, Fendi Country, Fendi Jeans, Fendi MagliaFendiForden, Sarah Gay (25 January 1994). "Fast Forward at Fendi". Women's Wear Daily.Lockwood, Lisa (29 October 1996). "Tyler Licenses Gruppo Nadini for a Collection". Women's Wear Daily.GiambaGiambattista ValliHalston III, H HalstonHalstonHugoBoss ICE, ICE JEANS, SPORT ICEIcebergPleats Please, Homme Plisse, ME issey miyakeIssey MiyakePleats Please launched 1993, ME issey miyake launched 2001, Homme Plisse launched 2013Junior 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 CavalliKarl Lagerfeld ParisKarl LagerfeldKate Spade SaturdayKate SpadeClosed 2015Lacoste Live!LacosteL'AgentAgent ProvocateurMarc New YorkAndrew MarcMarc by Marc Jacobs, The Marc Jacobs, HeavenMarc JacobsMarc by Marc Jacobs closed 2015, The Marc Jacobs launched 2019, Heaven launched 2020Max&Co, SportMax, 'S Max MaraMax MaraMcQAlexander McQueen"suspended" 2022MICHAEL by Michael KorsMichael KorsMimi HollidayDamarisM Missoni, Missoni MareMissoniMiss WuJason WuMM6Maison MargielaThierry Mugler Active, Mugler Trademark, Mugler, Only Thierry Mugler, Thierry Mugler Edition Thierry MuglerThierry Mugler replaced by Mugler in 1994, Only Thierry Mugler registered in 2001, Thierry Mugler Edition launched 2008MWMatthew WilliamsonFor Macy'sNotteMarchesaOvertureJudith LeiberPierre BalmainBalmainPhilipp Plein FetishPhilipp PleinRichard Chai LoveRichard ChaiSeeChloéSimply VeraVera WangFor Kohl's and Harris ScarfeSoniaSonia RykielTAlexander WangTommy JeansTommy HilfigerR.E.D. Valentino, Valentino GaravaniValentinoR.E.D. Valentino closed 2024Versus, Versace Jeans Couture, Versace Collection, Versace Classic V2, V2VersaceVictoriaVictoria BeckhamWannabePatrick CoxY-3, Y's, S'YTE, Ground YYohji YamamotoY-3 for AdidasZ ZegnaErmenegildo ZegnaZ Spoke, Zac Zac PosenZac PosenZ Spoke for Saks
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