Diffusion line

A diffusion line is a secondary line of merchandise created by a high-end designer that retails at more moderate prices. 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. A prime example of this was the release of Patrick Cox's 'Wannabe' range in 1993. Demand for a pair of shoes carrying the Cox name saw people queuing around the block outside his store and the company's sales increase from 2,000 pairs per year to 200,000. They can also be a response to offset the effect of high street stores copying their products and undercutting the designer's prices.

Design examples

Exclusive diffusion lines generally only available at signature line establishments include:

• Marc by Marc Jacobs
• D&G by Dolce & Gabbana
• Y's by Yohji Yamamoto
• Versus by Versace
• LOFT by Ann Taylor
• McQ by Alexander McQueen
• Karl by Karl Lagerfeld
• DKNY by Donna Karan
• CK by Calvin Klein
• B Brian Atwood by Brian Atwood

Designer diffusion lines retailed at high-street fashion chains include:

• Simply Vera by Vera Wang offered exclusively at Kohl's
• Jimmy Choo by Jimmy Choo for H&M
• Isaac Mizrahi for Target
• Lanvin Clothing for H&M
• William Rast for Target
• Versace for H&M
• John by John Richmond for Debenhams
• BDL by Ben de Lisi for Debenhams
• Jason Wu for Target
• Marni for H&M