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Diffusion line

From Quire, the open reference·Lower price line from a high-end brand·1 min read

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 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.[3]

Armani Exchange in Singapore
Armani Exchange in Singapore Image: source and license

Diffusion lines#edit

Diffusion lineBrandNotesReference(s)
10 CrosbyDerek Lam[4]
AAPE by A Bathing ApeA Bathing Ape
Armani Exchange, Armani Jeans, Emporio ArmaniArmani[1][5]
BDLBen de LisiFor Debenhams[5]
Cheap & Chic, Love Moschino, Moschino JeansMoschino[5]
CK, CK Jeans, Calvin Klein UnderwearCalvin Klein[5]
CDG, Comme des Garçons Homme, Comme des Garçons PLAY, Comme des Garçons BLACK, Comme des Garçons Girl, Comme des Garçons SHIRT, Comme des Garçons WALLETComme des Garçons
D&GDolce & GabbanaClosed 2011[1][5]
DKNYDonna Karan[5]
DRKSHDW, Rick Owens LilliesRick Owens[6]
FarhiNicole Farhi[5]
Fendissime, Fendi 365, Fendi Country, Fendi Jeans, Fendi MagliaFendi[7][8]
GiambaGiambattista Valli[9]
Halston III, H HalstonHalston
HugoBoss
ICE, ICE JEANS, SPORT ICEIceberg
Pleats Please, Homme Plisse, ME issey miyakeIssey MiyakePleats Please launched 1993, ME issey miyake launched 2001, Homme Plisse launched 2013[10][11][12]
Junior Gaultier, Soleil, JPG Jeans, Maille Femme, Gaultier Puissance 2Jean Paul GaultierJunior Gaultier launched 1988, JPG Jeans launched 1992, Gaultier Puissance 2 launched 2006[13][14]
Just Cavalli, Cavalli Class, Roberto Cavalli SportRoberto Cavalli[15]
Karl Lagerfeld ParisKarl Lagerfeld[16][17]
Kate Spade SaturdayKate SpadeClosed 2015
Lacoste Live!Lacoste
L'AgentAgent Provocateur[18]
Marc New YorkAndrew Marc[19]
Marc by Marc Jacobs, The Marc Jacobs, HeavenMarc JacobsMarc by Marc Jacobs closed 2015, The Marc Jacobs launched 2019, Heaven launched 2020[20][21][22]
Max&Co, SportMax, 'S Max MaraMax Mara
McQAlexander McQueen"suspended" 2022[23][24][25]
MICHAEL by Michael KorsMichael Kors[26][27]
Mimi HollidayDamaris[28]
M Missoni, Missoni MareMissoni
Miss WuJason Wu[29]
MM6Maison Margiela
Thierry Mugler Active, Mugler Trademark, Mugler, Only Thierry Mugler, Thierry Mugler EditionThierry MuglerThierry Mugler replaced by Mugler in 1994, Only Thierry Mugler registered in 2001, Thierry Mugler Edition launched 2008[30][31][32][33][34]
MWMatthew WilliamsonFor Macy's[1]
NotteMarchesa[35][36]
OvertureJudith Leiber[1]
Pierre BalmainBalmain[1]
Philipp Plein FetishPhilipp Plein
Richard Chai LoveRichard Chai[4]
SeeChloé[4]
Simply VeraVera WangFor Kohl's and Harris Scarfe[37][38]
SoniaSonia Rykiel[39][40]
TAlexander Wang[41]
Tommy JeansTommy Hilfiger
R.E.D. Valentino, Valentino GaravaniValentinoR.E.D. Valentino closed 2024[4][42]
Versus, Versace Jeans Couture, Versace Collection, Versace Classic V2, V2Versace[43][44]
VictoriaVictoria Beckham[45]
WannabePatrick Cox[46]
Y-3, Y's, S'YTE, Ground YYohji YamamotoY-3 for Adidas
Z ZegnaErmenegildo Zegna
Z Spoke, Zac Zac PosenZac PosenZ Spoke for Saks[4][47][48]

References#edit

  1. ^ a b c d e f Jopson, Barney (6 June 2011). "Middle market: Second-Tier Brands Tap into Straitened Times". Financial Times. Retrieved 27 October 2014.
  2. ^ 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.
  3. ^ Robson, Julia (3 April 2006). "Second String, First Class". The Daily Telegraph. Retrieved 14 August 2014.
  4. ^ a b c d e Schimminger, Morgan C. (27 May 2011). "Five Top-Notch Designer Diffusion Lines". The Fashion Spot. Archived from the original on 27 October 2014. Retrieved 27 October 2014.
  5. ^ a b c d e f g Robson, Julia (3 April 2006). "Second String, First Class". The Daily Telegraph. Retrieved 27 October 2014.
  6. ^ Wilson, Eric (17 July 2013). "Rick Owens Opens a SoHo Pop-Up". The New York Times. Retrieved 27 October 2014.
  7. ^ Forden, Sarah Gay (25 January 1994). "Fast Forward at Fendi". Women's Wear Daily.
  8. ^ Lockwood, Lisa (29 October 1996). "Tyler Licenses Gruppo Nadini for a Collection". Women's Wear Daily.
  9. ^ Fearon, Francesca (1 October 2014). "Cavalli, Gucci, Ferretti and Max Mara Revive the 70s in Milan". The Australian. Retrieved 27 October 2014.
  10. ^ "Techno Frock". The Age. 17 June 2006. Retrieved 28 August 2024.
  11. ^ Features, Jack Moss published in (24 October 2023). "Homme Plissé Issey Miyake Celebrates 10 Years with Photo Series Exploring the Story Behind the Pleats". Wallpaper. Retrieved 28 August 2024.
  12. ^ "'Me' Is a New Brand of Issey Miyake". 22 May 2008. Archived from the original on 22 May 2008. Retrieved 28 August 2024.
  13. ^ Chan, Emily (27 October 2021). "You Can Now Rent The Vintage Jean Paul Gaultier Beloved By Bella And Kendall". British Vogue. Retrieved 7 August 2025.
  14. ^ "Jean Paul Gaultier launches new line in". ELLE. 3 December 2012. Retrieved 7 August 2025.
  15. ^ Jacobs, Alexandra (18 September 2014). "Milan Fashion Week Morning Report, Day 2". The New York Times. Retrieved 27 October 2014.
  16. ^ Gallagher, Victoria (24 October 2011). "Karl Lagerfeld to Launch Diffusion Line". Drapers. Retrieved 16 July 2022.
  17. ^ "About the Brand – Karl Lagerfeld". karl.com. 16 July 2022. Retrieved 16 July 2022.
  18. ^ Kermali, Sarah (24 October 2012). "Penelope and Monica Cruz Design Lingerie Line". Vogue. Retrieved 28 October 2014.
  19. ^ "About Us – Andrew Marc". Retrieved 3 September 2018.
  20. ^ Chan, Stephanie (23 March 2015). "Marc by Marc Jacobs Is Shutting Down". The Hollywood Reporter. Retrieved 7 November 2023.
  21. ^ "Who or What Is THE Marc Jacobs? The Man Himself Introduces His New Brand". Elle. 30 May 2019. Retrieved 7 November 2023.
  22. ^ Yotka, Steff (10 September 2020). "Marc Jacobs Launches Heaven, a New Collection of Teen Dream Fashion". Vogue. Retrieved 28 August 2024.
  23. ^ Alexander, Ella (17 September 2012). "Alistair Carr Joins McQ". Vogue. Retrieved 27 October 2014.
  24. ^ Edelson, Sharon (18 November 2008). "McQueen on Target". Women's Wear Daily. Retrieved 27 October 2014.
  25. ^ Herrera, Robert (25 June 2022). "Alexander McQueen Suspends Its McQ Line". FashionNetwork.com. Retrieved 7 November 2023.
  26. ^ "The Fashion Designer Who Fits and Flatters". The Independent. 25 November 2009. Retrieved 27 October 2014.
  27. ^ Lutz, Ashley (15 February 2013). "Michael Kors Just Beat Every Other Fashion Brand". Business Insider. Retrieved 27 October 2014.
  28. ^ "Treat Yourself with Mimi". Vogue. 30 December 2003. Archived from the original on 27 October 2014. Retrieved 27 October 2014.
  29. ^ Cowles, Charlotte (3 October 2012). "Michelle Obama Wore Jason Wu's New Label Before Everyone Else". The Cut. Retrieved 27 October 2014.
  30. ^ Daswani, Kavita (2 October 1994). "Mugler launches improved version of 'Active' line". South China Morning Post. Retrieved 13 August 2025.
  31. ^ "Mugler, Thierry". Vintage Fashion Guild. Retrieved 13 August 2025.
  32. ^ Vogue (6 February 2009). "Thierry Mugler". Vogue. Retrieved 13 August 2025.
  33. ^ "EM brand: 002788487 - Only Thierry Mugler". INPI.
  34. ^ "Thierry Mugler Revives Womenswear for Spring". The Cut. 25 June 2008. Retrieved 13 August 2025.
  35. ^ Wischhover, Cheryl (7 June 2013). "Marchesa Launching Beauty Line with Revlon". Fashionista. Retrieved 27 October 2014.
  36. ^ "Marchesa Makeup for Revlon Launches with Nail Art". The Huffington Post. 7 June 2013. Retrieved 27 October 2014.
  37. ^ St. James, Matthew (18 January 2011). "Vera Wang Brand History". Fashion in Time. Retrieved 27 October 2014.
  38. ^ Lysacek, Evan (19 November 2010). "Vera Wang". Interview. Retrieved 27 October 2014.
  39. ^ Karmali, Sarah (28 May 2013). "Sonia Rykiel's New Footwear Partner". Vogue. Retrieved 27 October 2014.
  40. ^ Menkes, Suzy (28 February 2012). "Chloe and Rykiel Secondary Lines Are Coming Into Their Own". The New York Times. Retrieved 27 October 2014.
  41. ^ Clott, Sharon (15 January 2009). "Alexander Wang's Diffusion Line Drops in Two Weeks". The Cut. Retrieved 27 October 2014.
  42. ^ Zargani, Luisa (18 May 2021). "Valentino to Go Fur-Free, Terminate Red Valentino". Women's Wear Daily. Retrieved 7 November 2023.
  43. ^ Castrillo, François (7 October 2013). "M.I.A. pour Versus Versace" [M.I.A. for Versus Versace]. Vogue Paris (in French). Translated by Holly Meehan. Retrieved 27 October 2014.
  44. ^ "Versace Launches V2, Women's Diffusion Line". Women's Wear Daily. 10 October 1996.
  45. ^ Milligan, Lauren (13 August 2011). "Victoria's Other Wardrobe". Vogue. Retrieved 27 October 2014.
  46. ^ Tyrrel, Rebecca (16 January 2003). "The King of the Cobblers". The Daily Telegraph. Retrieved 14 August 2014.
  47. ^ Achara, sther Adams (15 April 2010). "Zac Posen for Target Launches—And One Londoner Just Can't Wait". Vogue. Retrieved 27 October 2014.
  48. ^ Karmali, Sarah (6 February 2013). "Zac Posen Launches New Contemporary Line". Vogue. Retrieved 27 October 2014.
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