From Wikipedia, the free encyclopedia
Lower price line from a high-end brand
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
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
JPG
Jean Paul Gaultier
Just Cavalli, Cavalli Class, Roberto Cavalli Sport
Roberto Cavalli
[10]
Karl
Karl Lagerfeld
[11]
[12]
Kate Spade Saturday
Kate Spade
Closed 2015
Lacoste Live!
Lacoste
L'Agent
Agent Provocateur
[13]
Marc New York
Andrew Marc
[14]
Marc by Marc Jacobs, The Marc Jacobs
Marc Jacobs
Marc by Marc Jacobs closed 2015, The Marc Jacobs launched 2019
[15]
[16]
Max&Co
Max Mara
McQ
Alexander McQueen
"suspended" 2022
[17]
[18]
[19]
MICHAEL by Michael Kors
Michael Kors
[20]
[21]
Mimi Holliday
Damaris
[22]
M Missoni
Missoni
Miss Wu
Jason Wu
[23]
MM6
Maison Margiela
MW
Matthew Williamson
For
Macy's
[1]
Notte
Marchesa
[24]
[25]
Overture
Judith Leiber
[1]
Pierre Balmain
Balmain
[1]
Philipp Plein Fetish
Philipp Plein
R.E.D. Valentino
Valentino
Will close 2024
[4]
[26]
Richard Chai Love
Richard Chai
[4]
See
Chloé
[4]
Simply Vera
Vera Wang
For
Kohl's and
Harris Scarfe
[27]
[28]
Sonia
Sonia Rykiel
[29]
[30]
T
Alexander Wang
[31]
Tommy Jeans
Tommy Hilfiger
Valentino Garavani
Valentino
Versus ,
Versace Jeans Couture , Versace Collection, Versace Classic V2, V2
Versace
[32]
[33]
Victoria
Victoria Beckham
[34]
Wannabe
Patrick Cox
[35]
Y-3,Y's, Ground Y
Yohji Yamamoto
Y-3 for Adidas
Z Zegna
Ermenegildo Zegna
Z Spoke
Zac Posen
For
Saks
[4]
[36]
Zac Zac Posen
Zac Posen
[37]
References
^
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 .
^ 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 .
^ Robson, Julia (3 April 2006).
"Second String, First Class" .
The Daily Telegraph . Retrieved 14 August 2014 .
^
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 .
^
a
b
c
d
e
f
g Robson, Julia (2006-04-03).
"Second string, first class" .
The Daily Telegraph . Retrieved 2014-10-27 .
^ Wilson, Eric (17 July 2013).
"Rick Owens Opens a SoHo Pop-Up" .
The New York Times . Retrieved 2014-10-27 .
^ Sarah Gay Forden (25 January 1994),
Fast Forward At Fendi
Women's Wear Daily .
^ Lisa Lockwood (29 October 1996),
Tyler licenses Gruppo Nadini for a collection
Women's Wear Daily .
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"Cavalli, Gucci, Ferretti and Max Mara revive the 70s in Milan" .
The Australian . Retrieved 2014-10-27 .
^ Jacobs, Alexandra (18 September 2014).
"Milan Fashion Week Morning Report, Day 2" .
The New York Times . Retrieved 2014-10-27 .
^ Gallagher, Victoria (2011-10-24).
"Karl Lagerfeld to launch diffusion line" . Drapers . Retrieved 2022-07-16 .
^
"ABOUT THE BRAND - Karl Lagerfeld" . karl.com . July 16, 2022. Retrieved July 16, 2022 .
^ Kermali, Sarah (2012-10-24).
"Penelope And Monica Cruz Design Lingerie Line" .
Vogue . Retrieved 2014-10-28 .
^
"About Us - Andrew Marc" . Retrieved 2018-09-03 .
^ Chan, Stephanie (2015-03-23).
"Marc by Marc Jacobs Is Shutting Down" . The Hollywood Reporter . Retrieved 2023-11-07 .
^
"Who Or What Is THE Marc Jacobs? The Man Himself Introduces His New Brand" . ELLE . 2019-05-30. Retrieved 2023-11-07 .
^ Alexander, Ella (2012-09-17).
"Alistair Carr Joins McQ" .
Vogue . Retrieved 2014-10-27 .
^ Edelson, Sharon (2008-11-18).
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Women's Wear Daily . Retrieved 2014-10-27 .
^ Herrera, Robert (25 June 2022).
"Alexander McQueen Suspends its McQ Line" . FashionNetwork.com . Retrieved 2023-11-07 .
^
"The fashion designer who fits and flatters" .
The Independent . 2009-11-25. Retrieved 2014-10-27 .
^ Lutz, Ashley (15 February 2013).
"Michael Kors Just Beat Every Other Fashion Brand" .
Business Insider . Retrieved 2014-10-27 .
^
"Treat Yourself With Mimi" .
Vogue . 2003-12-30. Archived from
the original on 2014-10-27. Retrieved 2014-10-27 .
^ Cowles, Charlotte (2012-10-03).
"Michelle Obama Wore Jason Wu's New Label Before Everyone Else" .
The Cut . Retrieved 2014-10-27 .
^ Wischhover, Cheryl (2013-06-07).
"Marchesa Launching Beauty Line with Revlon" . Fashionista . Retrieved 2014-10-27 .
^
"Marchesa Makeup For Revlon Launches With Nail Art" .
The Huffington Post . 2013-06-07. Retrieved 2014-10-27 .
^ Zargani, Luisa (2021-05-18).
"Valentino to Go Fur-Free, Terminate Red Valentino" . WWD . Retrieved 2023-11-07 .
^ St. James, Matthew (2011-01-18).
"Vera Wang Brand History" . Fashion in Time . Retrieved 2014-10-27 .
^
Lysacek, Evan .
"Vera Wang" .
Interview . Retrieved 2014-10-27 .
^ Karmali, Sarah (2013-05-28).
"Sonia Rykiel's New Footwear Partner" .
Vogue . Retrieved 2014-10-27 .
^
Menkes, Suzy (2012-02-28).
"Chloe and Rykiel Secondary Lines Are Coming Into Their Own" .
The New York Times . Retrieved 2014-10-27 .
^ Clott, Sharon (2009-01-15).
"Alexander Wang's Diffusion Line Drops in Two Weeks" .
The Cut . Retrieved 2014-10-27 .
^ 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 .
^
"VERSACE LAUNCHES V2, WOMEN'S DIFFUSION LINE" .
Women's Wear Daily . 1996-10-10.
^ Milligan, Lauren (2011-08-13).
"Victoria's Other Wardrobe" .
Vogue . Retrieved 2014-10-27 .
^ Tyrrel, Rebecca (16 January 2003).
"The King of the Cobblers" .
The Daily Telegraph . Retrieved 14 August 2014 .
^ Achara, sther Adams (2010-04-15).
"Zac Posen for Target Launches—And One Londoner Just Can't Wait" .
Vogue . Retrieved 2014-10-27 .
^ Karmali, Sarah (2013-02-06).
"Zac Posen Launches New Contemporary Line" .
Vogue . Retrieved 2014-10-27 .