Diffusion line

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 lines 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]

Diffusion linesEdit

Diffusion line Brand Notes Reference(s)
10 Crosby Derek Lam [4]
AAPE by A Bathing Ape A Bathing Ape
Armani Exchange, Armani Jeans, Emporio Armani Armani [1][5]
BDL Ben de Lisi For Debenhams [5]
Chaps, Lauren Ralph Lauren, Polo Ralph Lauren, Purple Label, Double RL, Ralph Lauren [6][7]
Cheap & Chic, Love Moschino Moschino [5]
CK, CK Jeans, Calvin Klein Underwear Calvin Klein [5]
CDG, Comme des Garçons Homme Plus, Comme des Garçons PLAY, Comme des Garçons BLACK, Comme Des Garçons Girl Comme des Garçons
D&G Dolce & Gabbana Closed 2011 [1][5]
DKNY Donna Karan [5]
DRKSHDW, Rick Owens Lillies Rick Owens [8]
Farhi Nicole Farhi [5]
Fendissime Fendi
Giamba Giambattista Valli [9]
Halston III, H Halston Halston
Hugo Boss
JPG Jean Paul Gaultier
Just Cavalli, Cavalli Class, Roberto Cavalli Sport Roberto Cavalli [10]
Karl Karl Lagerfeld [11][12]
Kate Spade Saturday Kate Spade Closed 2015
Lacoste Live! Lacoste
L'Agent Agent Provocateur [13]
Marc New York Andrew Marc [14]
Marc by Marc Jacobs, The Marc Jacobs Marc Jacobs [4][15]
Max&Co Max Mara
McQ Alexander McQueen For Target [16][17]
MICHAEL by Michael Kors Michael Kors [18][19]
Mimi Holliday Damaris [20]
M Missoni Missoni
Miss Wu Jason Wu [21]
MM6 Maison Margiela
MW Matthew Williamson For Macy's [1]
Notte Marchesa [22][23]
Overture Judith Leiber [1]
Pierre Balmain Balmain [1]
Philipp Plein Fetish Philipp Plein
R.E.D. Valentino Valentino [4]
Richard Chai Love Richard Chai [4]
See Chloé [4]
Simply Vera Vera Wang For Kohl's and Harris Scarfe [24][25]
Sonia Sonia Rykiel [26][27]
T Alexander Wang [28]
Tommy Jeans Tommy Hilfiger
Valentino Garavani Valentino
Versus, Versace Jeans Couture, Versace Collection Versace [29]
Victoria Victoria Beckham [30]
Wannabe Patrick Cox [31]
Y-3,Y's Yohji Yamamoto Y-3 for Adidas
Z Zegna Ermenegildo Zegna
Z Spoke Zac Posen For Saks [4][32]
Zac Zac Posen Zac Posen [33]


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  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 f g Schimminger, Morgan C. (2011-05-27). "Five Top-Notch Designer Diffusion Lines". The Fashion Spot. Archived from the original on 2014-10-27. Retrieved 2014-10-27.
  5. ^ a b c d e f g h Robson, Julia (2006-04-03). "Second string, first class". The Daily Telegraph. Retrieved 2014-10-27.
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  7. ^ "The U.S. Brands You Need To Know".
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  12. ^ "ABOUT THE BRAND - Karl Lagerfeld". karl.com. July 16, 2022. Retrieved July 16, 2022.
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  14. ^ "About Us - Andrew Marc". Retrieved 2018-09-03.
  15. ^ Bumpus, Jessica (2014-10-22). "The Marc by Marc Jacobs Momentum". Vogue. Retrieved 2014-10-27.
  16. ^ Alexander, Ella (2012-09-17). "Alistair Carr Joins McQ". Vogue. Retrieved 2014-10-27.
  17. ^ Edelson, Sharon (2008-11-18). "McQueen on Target". Women's Wear Daily. Retrieved 2014-10-27.
  18. ^ "The fashion designer who fits and flatters". The Independent. 2009-11-25. Retrieved 2014-10-27.
  19. ^ Lutz, Ashley (15 February 2013). "Michael Kors Just Beat Every Other Fashion Brand". Business Insider. Retrieved 2014-10-27.
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  26. ^ Karmali, Sarah (2013-05-28). "Sonia Rykiel's New Footwear Partner". Vogue. Retrieved 2014-10-27.
  27. ^ Menkes, Suzy (2012-02-28). "Chloe and Rykiel Secondary Lines Are Coming Into Their Own". The New York Times. Retrieved 2014-10-27.
  28. ^ Clott, Sharon (2009-01-15). "Alexander Wang's Diffusion Line Drops in Two Weeks". The Cut. Retrieved 2014-10-27.
  29. ^ Castrillo, François (2013-10-07). "M.I.A. pour Versus Versace" [M.I.A. for Versus Versace]. Vogue Paris (in French). Translated by Holly Meehan. Retrieved 2014-10-27.
  30. ^ Milligan, Lauren (2011-08-13). "Victoria's Other Wardrobe". Vogue. Retrieved 2014-10-27.
  31. ^ Tyrrel, Rebecca (16 January 2003). "The King of the Cobblers". The Daily Telegraph. Retrieved 14 August 2014.
  32. ^ Achara, sther Adams (2010-04-15). "Zac Posen for Target Launches—And One Londoner Just Can't Wait". Vogue. Retrieved 2014-10-27.
  33. ^ Karmali, Sarah (2013-02-06). "Zac Posen Launches New Contemporary Line". Vogue. Retrieved 2014-10-27.