Diffusion line

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A diffusion line is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower prices.[1] 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 high-street stores.

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 high street stores copying their products and undercutting the designer's prices.[2]

Diffusion Lines[edit]

Diffusion line Brand Store Reference(s)
Marc Marc Jacobs
Versus Versace
LOFT Ann Taylor
McQ Alexander McQueen
Karl Karl Lagerfeld
DKNY Donna Karan
CK Calvin Klein
B Brian Atwoo Brian Atwood
Armani Exchange Armani
DRKSHDW Rick Owens
See Chloé
Wannabe Patrick Cox [3]
Simply Vera Vera Wang Kohl's, Harris Scarfe
Jimmy Choo Jimmy Choo H&M
Isaac Mizrahi Target
Lanvin Clothing H&M
William Rast Target
Versace H&M
John John Richmond Debenhams
BDL Ben de Lisi Debenhams
Jason Wu Target
Marni H&M
Maison Martin Margiela H&M
T Alexander Wang Various outlets [4]

References[edit]

  1. ^ 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. 
  2. ^ Robson, Julia (3 April 2006). "Second String, First Class". The Daily Telegraph. Retrieved 14 august 2014. 
  3. ^ Tyrrel, Rebecca (16 January 2003). "The King of the Cobblers". The Daily Telegraph. Retrieved 14 august 2014. 
  4. ^ http://nymag.com/thecut/2009/01/alexander_wangs_diffusion_line.html