A diffusion line is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower 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. They can also be a response to offset the effect of high street stores copying their products and undercutting the designer's prices.
|Just Cavalli||Roberto Cavalli|
|RED Valentino||Valentino Garavani|
|B Brian Atwood||Brian Atwood|
|Simply Vera||Vera Wang||Kohl's, Harris Scarfe|
|Jimmy Choo||Jimmy Choo||H&M|
|BDL||Ben de Lisi||Debenhams|
|Maison Martin Margiela||H&M|
|T||Alexander Wang||Various outlets|||
- 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.
- Tyrrel, Rebecca (16 January 2003). "The King of the Cobblers". The Daily Telegraph. Retrieved 14 August 2014.
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