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/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 Crosby | Derek Lam | ||
| AAPE by A Bathing Ape | A Bathing Ape | ||
| Armani Exchange, Armani Jeans, Emporio Armani | Armani | ||
| BDL | Ben de Lisi | For Debenhams |
|
| Cheap & Chic, Love Moschino, Moschino Jeans | Moschino | ||
| CK, CK Jeans, Calvin Klein Underwear | Calvin 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 WALLET | Comme des Garçons | ||
| D&G | Dolce & Gabbana | Closed 2011 | |
| DKNY | Donna Karan | ||
| DRKSHDW, Rick Owens Lillies | Rick Owens | ||
| Farhi | Nicole Farhi | ||
| Fendissime, Fendi 365, Fendi Country, Fendi Jeans, Fendi Maglia | Fendi | ||
| Giamba | Giambattista Valli | ||
| 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 | ||
| Karl | Karl Lagerfeld | ||
| Kate Spade Saturday | Kate Spade | Closed 2015 | |
| Lacoste Live! | Lacoste | ||
| L'Agent | Agent Provocateur | ||
| Marc New York | Andrew Marc | ||
| Marc by Marc Jacobs, The Marc Jacobs | Marc Jacobs | Marc by Marc Jacobs closed 2015, The Marc Jacobs launched 2019 | |
| Max&Co | Max Mara | ||
| McQ | Alexander McQueen | "suspended" 2022 | |
| MICHAEL by Michael Kors | Michael Kors | ||
| Mimi Holliday | Damaris | ||
| M Missoni | Missoni | ||
| Miss Wu | Jason Wu | ||
| MM6 | Maison Margiela | ||
| MW | Matthew Williamson | For Macy's | |
| Notte | Marchesa | ||
| Overture | Judith Leiber | ||
| Pierre Balmain | Balmain | ||
| Philipp Plein Fetish | Philipp Plein | ||
| R.E.D. Valentino | Valentino | Will close 2024 | |
| Richard Chai Love | Richard Chai | ||
| See | Chloé | ||
| Simply Vera | Vera Wang | For Kohl's and Harris Scarfe | |
| Sonia | Sonia Rykiel | ||
| T | Alexander Wang | ||
| Tommy Jeans | Tommy Hilfiger | ||
| Valentino Garavani | Valentino | ||
| Versus, Versace Jeans Couture, Versace Collection, Versace Classic V2, V2 | Versace | ||
| Victoria | Victoria Beckham | ||
| Wannabe | Patrick Cox | ||
| Y-3,Y's, Ground Y | Yohji Yamamoto | Y-3 for Adidas | |
| Z Zegna | Ermenegildo Zegna | ||
| Z Spoke | Zac Posen | For Saks | |
| Zac Zac Posen | Zac Posen |
References※
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