Diffusion line

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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 retail at much higher prices. Diffusion products may be on sale alongside designers' signature line 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 ranges serve several purposes for designers. They can substantially increase sales volumes as their products become 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]
Armani Exchange Armani [1][5]
BDL Ben de Lisi For Debenhams [5]
Cheap & Chic Moschino [5]
CK Calvin Klein [5]
D&G Dolce & Gabbana Closed 2011 [1][5]
DKNY Donna Karan [5]
DRKSHDW Rick Owens [6]
Emporio Armani Armani [5]
Farhi Nicole Farhi [5]
Giamba Giambattista Valli [7]
Just Cavalli Roberto Cavalli [8]
Karl Karl Lagerfeld [9]
L'Agent Agent Provocateur [10]
Marc Marc Jacobs [4][11]
McQ Alexander McQueen [12][13]
MICHAEL Michael Kors Michael Kors [14][15]
Mimi Holliday Damaris [16]
Miss Wu Jason Wu [17]
Miu Miu Prada [4][5]
MW Matthew Williamson For Macy's [1]
Notte Marchesa [18][19]
Overture Judith Leiber [1]
Pierre Balmain Balmain [1]
RED Valentino Valentino Garavani [4]
Richard Chai Love Richard Chai [4]
See Chloé [4]
Simply Vera Vera Wang For Kohl's and Harris Scarfe [20][21]
Sonia Sonia Rykiel [22][23]
T Alexander Wang [24]
Versus Versace [25]
Victoria Victoria Beckham [26][27]
Wannabe Patrick Cox [28]
Z Spoke Zac Posen For Saks [4][29]
Zac Zac Posen Zac Posen [30]

References

  1. ↑ 1.0 1.1 1.2 1.3 1.4 1.5 Lua error in package.lua at line 80: module 'strict' not found.
  2. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  3. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  4. ↑ 4.0 4.1 4.2 4.3 4.4 4.5 4.6 Lua error in package.lua at line 80: module 'strict' not found.
  5. ↑ 5.0 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 Lua error in package.lua at line 80: module 'strict' not found.
  6. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  7. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  8. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  9. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  10. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  11. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  12. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  13. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  14. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  15. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  16. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  17. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  18. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  19. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  20. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  21. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  22. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  23. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  24. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  25. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  26. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  27. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  28. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  29. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  30. ↑ Lua error in package.lua at line 80: module 'strict' not found.
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