{{Short description|Lower price line from a high-end brand}} {{Use dmy dates |date=January 2025}} A '''diffusion line''' (also known as a '''bridge line''')<ref name="ft">{{cite web |title=Middle market: Second-Tier Brands Tap into Straitened Times |first=Barney |last=Jopson |work=Financial Times |date=2011-06-06 |access-date=2014-10-27 |url=https://www.ft.com/content/a6e386fe-8dad-11e0-a0c4-00144feab49a.html}}</ref> is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower prices.<ref name="CummingCunnington2010">{{cite book|last1=Cumming |first1=Valerie |last2=Cunnington |first2=Cecil Willett |author-link2=Cecil Willett Cunnington |last3=Cunnington |first3=Phillis E. |author-link3=Phillis Emily Cunnington |author4=Charles Relly Beard |title=The Dictionary of Fashion History |url=https://books.google.com/books?id=A5InHbFlvdAC&pg=PA66+ |date=15 November 2010 |publisher=Bloomsbury Academic |isbn=978-1-84788-534-0 |page=66}}</ref> 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.<ref>{{cite web|url=http://fashion.telegraph.co.uk/news-features/TMG3352570/Second-string-first-class.html |title=Second String, First Class |work=The Daily Telegraph |first=Julia |last=Robson |date=3 April 2006 |access-date=14 August 2014}}</ref>
[[File:Axsg.jpg|thumb|Armani Exchange in Singapore|alt=]]
==Diffusion lines== {{dynamic list|date=January 2025}} {| class="wikitable sortable" |- ! Diffusion line ! Brand ! Notes ! Reference(s) |- |10 Crosby |Derek Lam | |<ref name="fashionspot">{{cite web |title=Five Top-Notch Designer Diffusion Lines |first=Morgan C. |last=Schimminger |work=The Fashion Spot |date=2011-05-27 |access-date=2014-10-27 |url=http://www.theukfashionspot.co.uk/runway-news/167401-five-top-notch-designer-diffusion-lines/ |archive-url=https://web.archive.org/web/20141027142301/http://www.theukfashionspot.co.uk/runway-news/167401-five-top-notch-designer-diffusion-lines/ |archive-date=2014-10-27 |url-status=dead }}</ref> |- |AAPE by A Bathing Ape |A Bathing Ape | | |- |Armani Exchange, Armani Jeans, Emporio Armani |Armani | |<ref name="ft"/><ref name="Telegraph">{{cite web |title=Second String, First Class |first=Julia |last=Robson |work=The Daily Telegraph |date=2006-04-03 |access-date=2014-10-27 |url=http://fashion.telegraph.co.uk/news-features/TMG3352570/Second-string-first-class.html}}</ref> |- |BDL |Ben de Lisi |For Debenhams |<ref name="Telegraph"/>
|- |Cheap & Chic, Love Moschino, Moschino Jeans |Moschino | |<ref name="Telegraph"/> |- |CK, CK Jeans, Calvin Klein Underwear |Calvin Klein | |<ref name="Telegraph"/> |- |CDG, Comme des Garçons Homme, Comme des Garçons PLAY, Comme des Garçons BLACK, Comme des Garçons Girl, Comme des Garçons SHIRT, Comme des Garçons WALLET |Comme des Garçons | | |- |D&G |Dolce & Gabbana |Closed 2011 |<ref name="ft"/><ref name="Telegraph"/> |- |DKNY |Donna Karan | |<ref name="Telegraph"/> |- |DRKSHDW, Rick Owens Lillies |Rick Owens | |<ref>{{cite news |title=Rick Owens Opens a SoHo Pop-Up |last=Wilson|first=Eric |work=The New York Times |date=17 July 2013 |access-date=2014-10-27 |url=https://www.nytimes.com/2013/07/18/fashion/rick-owens-opens-a-soho-pop-up.html}}</ref> |- |Farhi |Nicole Farhi | |<ref name="Telegraph"/> |- |Fendissime, Fendi 365, Fendi Country, Fendi Jeans, Fendi Maglia |Fendi | |<ref>Forden, Sarah Gay (25 January 1994). [https://wwd.com/feature/fast-forward-at-fendi-1152507-1748881/ "Fast Forward at Fendi"]. ''Women's Wear Daily''.</ref><ref>Lockwood, Lisa (29 October 1996). [https://wwd.com/feature/article-1120874-1778103/ "Tyler Licenses Gruppo Nadini for a Collection"]. ''Women's Wear Daily''.</ref> |- |Giamba |Giambattista Valli | |<ref>{{cite web |title=Cavalli, Gucci, Ferretti and Max Mara Revive the 70s in Milan |first=Francesca |last=Fearon |work=The Australian |date=2014-10-01 |access-date=2014-10-27 |url=http://www.theaustralian.com.au/executive-living/cavalli-gucci-ferretti-and-max-mara-revive-the-70s-in-milan/story-e6frg9zo-1227075581299}}</ref> |- |Halston III, H Halston |Halston | | |- |Hugo |Boss | | |- | ICE, ICE JEANS, SPORT ICE |Iceberg | | |- |Pleats Please, Homme Plisse, ME issey miyake |Issey Miyake |Pleats Please launched 1993, ME issey miyake launched 2001, Homme Plisse launched 2013 |<ref>{{Cite web |date=2006-06-17 |title=Techno Frock |url=https://www.theage.com.au/lifestyle/fashion/techno-frock-20060617-ge2j1p.html?page=2 |access-date=2024-08-28 |work= The Age |language=en}}</ref><ref>{{Cite web |last=Features |first=Jack Moss published in |date=2023-10-24 |title=Homme Plissé Issey Miyake Celebrates 10 Years with Photo Series Exploring the Story Behind the Pleats |url=https://www.wallpaper.com/fashion-beauty/issey-miyake-homme-plisse-10-year |access-date=2024-08-28 |work= Wallpaper |language=en}}</ref><ref>{{Cite web |date=2008-05-22 |title='Me' Is a New Brand of Issey Miyake |url=http://www.designboom.com/eng/funclub/apoc_me.html |access-date=2024-08-28 |archive-url=https://web.archive.org/web/20080522113638/http://www.designboom.com/eng/funclub/apoc_me.html |archive-date=2008-05-22 }}</ref> |- |Junior Gaultier, Soleil, JPG Jeans, Maille Femme, Gaultier Puissance 2 |Jean Paul Gaultier |Junior Gaultier launched 1988, JPG Jeans launched 1992, Gaultier Puissance 2 launched 2006 |<ref>{{Cite web |last=Chan |first=Emily |date=2021-10-27 |title=You Can Now Rent The Vintage Jean Paul Gaultier Beloved By Bella And Kendall |url=https://www.vogue.co.uk/fashion/article/vintage-jean-paul-gaultier-rental |access-date=2025-08-07 |website=British Vogue |language=en-GB}}</ref><ref>{{Cite web |date=2012-12-03 |title=Jean Paul Gaultier launches new line in |url=https://www.elle.com/uk/fashion/news/a4847/jean-paul-gaultier-to-launch-new-streetwear-line/ |access-date=2025-08-07 |website=ELLE |language=en-GB}}</ref> |- |Just Cavalli, Cavalli Class, Roberto Cavalli Sport |Roberto Cavalli | |<ref>{{cite web |title=Milan Fashion Week Morning Report, Day 2 |last=Jacobs |first=Alexandra |work=The New York Times |date=18 September 2014 |access-date=2014-10-27 |url=http://runway.blogs.nytimes.com/2014/09/18/milan-fashion-week-morning-report-day-2-prada-fendi-roberto-cavalli/}}</ref> |- |Karl Lagerfeld Paris |Karl Lagerfeld | |<ref>{{Cite web |last=Gallagher |first=Victoria |date=2011-10-24 |title=Karl Lagerfeld to Launch Diffusion Line |url=https://www.drapersonline.com/companies/brands/karl-lagerfeld-to-launch-diffusion-line |access-date=2022-07-16 |work = Drapers|language=en}}</ref><ref>{{Cite web |date=July 16, 2022 |title=About the Brand – Karl Lagerfeld |url=https://www.karl.com/experience/en/about-us/ |access-date=July 16, 2022 |website=karl.com}}</ref> |- |Kate Spade Saturday |Kate Spade |Closed 2015 | |- |Lacoste Live! |Lacoste | | |- |L'Agent |Agent Provocateur | |<ref>{{cite web |title=Penelope and Monica Cruz Design Lingerie Line |first=Sarah |last=Kermali |work=Vogue |date=2012-10-24 |access-date=2014-10-28 |url=http://www.vogue.co.uk/news/2012/10/24/penelope-cruz-monica-cruz-lingerie-collection---underwear-range-with-agent-provocateur}}</ref> |- |Marc New York |Andrew Marc | |<ref>{{cite web |title=About Us – Andrew Marc |access-date=2018-09-03 |url=https://www.andrewmarc.com/category/customer+service/about+us.do}}</ref> |- |Marc by Marc Jacobs, The Marc Jacobs, Heaven |Marc Jacobs |Marc by Marc Jacobs closed 2015, The Marc Jacobs launched 2019, Heaven launched 2020 |<ref>{{Cite web |last=Chan |first=Stephanie |date=2015-03-23 |title=Marc by Marc Jacobs Is Shutting Down |url=https://www.hollywoodreporter.com/news/general-news/marc-by-marc-jacobs-is-783628/ |access-date=2023-11-07 |work= The Hollywood Reporter |language=en-US}}</ref><ref>{{Cite web |date=2019-05-30 |title=Who or What Is THE Marc Jacobs? The Man Himself Introduces His New Brand |url=https://www.elle.com/uk/fashion/a27655409/the-marc-jacobs-brand-launch/ |access-date=2023-11-07 |work = Elle |language=en-GB}}</ref><ref>{{Cite web |last=Yotka |first=Steff |date=2020-09-10 |title=Marc Jacobs Launches Heaven, a New Collection of Teen Dream Fashion |url=https://www.vogue.com/article/marc-jacobs-heaven |access-date=2024-08-28 | work = Vogue |language=en-US}}</ref> |- |Max&Co, SportMax, 'S Max Mara |Max Mara | | |- |McQ |Alexander McQueen |"suspended" 2022 |<ref>{{cite web |title=Alistair Carr Joins McQ |first=Ella |last=Alexander |work= Vogue |date=2012-09-17 |access-date=2014-10-27 |url=http://www.vogue.co.uk/news/2012/09/17/alistair-carr-mcq-head-of-design}}</ref><ref>{{cite web |title=McQueen on Target |last=Edelson |first=Sharon |work=Women's Wear Daily |date=2008-11-18 |access-date=2014-10-27 |url=http://www.wwd.com/retail-news/mass-off-price/mcqueen-on-target-1863903?full=true}}</ref><ref>{{Cite web |last=Herrera |first=Robert |date=25 June 2022 |title=Alexander McQueen Suspends Its McQ Line |url=https://us.fashionnetwork.com/news/Alexander-mcqueen-suspends-its-mcq-line,1418192.html |access-date=2023-11-07 |website=FashionNetwork.com |language=en-US}}</ref> |- |MICHAEL by Michael Kors |Michael Kors | |<ref>{{cite news |title=The Fashion Designer Who Fits and Flatters |work=The Independent |date=2009-11-25 |access-date=2014-10-27 |url=https://www.independent.co.uk/life-style/fashion/features/the-fashion-designer-who-fits-and-flatters-1826799.html}}</ref><ref>{{cite web |title=Michael Kors Just Beat Every Other Fashion Brand |first=Ashley |last=Lutz |work =Business Insider |date=15 February 2013 |access-date=2014-10-27 |url=http://www.businessinsider.com/michael-kors-is-most-searched-for-brand-2013-2}}</ref> |- |Mimi Holliday |Damaris | |<ref>{{cite web |title=Treat Yourself with Mimi |work=Vogue |date=2003-12-30 |access-date=2014-10-27 |url=http://www.vogue.co.uk/news/2003/12/30/treat-yourself-with-mimi |archive-url=https://web.archive.org/web/20141027141225/http://www.vogue.co.uk/news/2003/12/30/treat-yourself-with-mimi |archive-date=2014-10-27 |url-status=dead }}</ref> |- |M Missoni, Missoni Mare |Missoni | | |- |Miss Wu |Jason Wu | |<ref>{{cite web |title=Michelle Obama Wore Jason Wu's New Label Before Everyone Else |first=Charlotte |last=Cowles |work=The Cut |date=2012-10-03 |access-date=2014-10-27 |url=http://nymag.com/thecut/2012/10/michelle-obama-wore-jason-wus-new-label-first.html}}</ref> |- |MM6 |Maison Margiela | | |- |Thierry Mugler Active, Mugler Trademark, Mugler, Only Thierry Mugler, Thierry Mugler Edition |Thierry Mugler |Thierry Mugler replaced by Mugler in 1994, Only Thierry Mugler registered in 2001, Thierry Mugler Edition launched 2008 |<ref>{{Cite web |last=Daswani |first=Kavita |date=1994-10-02 |title=Mugler launches improved version of 'Active' line |url=https://www.scmp.com/article/90616/mugler-launches-improved-version-active-line |access-date=2025-08-13 |website=South China Morning Post |language=en}}</ref><ref>{{Cite web |title=Mugler, Thierry |url=https://vintagefashionguild.org/resources/item/label/mugler-thierry/ |access-date=2025-08-13 |website=Vintage Fashion Guild |language=en-US}}</ref><ref>{{Cite web |last=Vogue |date=2009-02-06 |title=Thierry Mugler |url=https://www.vogue.com/article/vd-thierry-mugler |access-date=2025-08-13 |website=Vogue |language=en-US}}</ref><ref>{{Cite web |date= |title=EM brand: 002788487 - Only Thierry Mugler |url=https://data.inpi.fr/marques/EM002788487?q=#EM002788487 |website=INPI}}</ref><ref>{{Cite web |date=2008-06-25 |title=Thierry Mugler Revives Womenswear for Spring |url=https://www.thecut.com/2008/06/thierry_mugler_revives_womensw_2.html |access-date=2025-08-13 |website=The Cut |language=en}}</ref> |- |MW |Matthew Williamson |For Macy's |<ref name="ft"/> |- |Notte |Marchesa | |<ref>{{cite web |title=Marchesa Launching Beauty Line with Revlon |first=Cheryl |last=Wischhover |work=Fashionista |date=2013-06-07 |access-date=2014-10-27 |url=http://fashionista.com/2013/06/marchesa-launching-beauty-line-with-revlon}}</ref><ref>{{cite web |title=Marchesa Makeup for Revlon Launches with Nail Art |work=The Huffington Post |date=2013-06-07 |access-date=2014-10-27 |url=http://www.huffingtonpost.com/2013/06/07/marchesa-makeup-revlon_n_3402124.html}}</ref> |- |Overture |Judith Leiber | |<ref name="ft"/> |- |Pierre Balmain |Balmain | |<ref name="ft"/> |- |Philipp Plein Fetish |Philipp Plein | | |- |Richard Chai Love |Richard Chai | |<ref name="fashionspot"/> |- |See |Chloé | |<ref name="fashionspot"/> |- |Simply Vera |Vera Wang |For Kohl's and Harris Scarfe |<ref>{{cite web |title=Vera Wang Brand History |first=Matthew |last=St. James |work=Fashion in Time |date=2011-01-18 |access-date=2014-10-27 |url=http://www.fashionintime.org/vera-wang-brand-history}}</ref><ref>{{cite web |title=Vera Wang |first=Evan |last=Lysacek |work=Interview |date=19 November 2010 |access-date=2014-10-27 |url=http://www.interviewmagazine.com/fashion/vera-wang |author-link=Evan Lysacek}}</ref> |- |Sonia |Sonia Rykiel | |<ref>{{cite web |title=Sonia Rykiel's New Footwear Partner |first=Sarah |last=Karmali |work=Vogue |date=2013-05-28 |access-date=2014-10-27 |url=http://www.vogue.co.uk/news/2013/05/28/robert-clergerie-shoes-for-sonia-rykiel---roland-mouret}}</ref><ref>{{cite news |title=Chloe and Rykiel Secondary Lines Are Coming Into Their Own |first=Suzy |last=Menkes |author-link=Suzy Menkes |work=The New York Times |date=2012-02-28 |access-date=2014-10-27 |url=https://www.nytimes.com/2012/02/29/fashion/29iht-rsecond29.html?pagewanted=all}}</ref> |- |T |Alexander Wang | |<ref>{{cite web |title=Alexander Wang's Diffusion Line Drops in Two Weeks |first=Sharon |last=Clott |work=The Cut |date=2009-01-15 |access-date=2014-10-27 |url=http://nymag.com/thecut/2009/01/alexander_wangs_diffusion_line.html}}</ref> |- |Tommy Jeans |Tommy Hilfiger | | |- |Tudor |Rolex | | |- |R.E.D. Valentino, Valentino Garavani |Valentino |R.E.D. Valentino closed 2024 |<ref name="fashionspot" /><ref>{{Cite web |last=Zargani |first=Luisa |date=2021-05-18 |title=Valentino to Go Fur-Free, Terminate Red Valentino |url=https://wwd.com/fashion-news/designer-luxury/valentino-goes-fur-free-terminates-red-valentino-1234825165/ |access-date=2023-11-07 |work=Women's Wear Daily |language=en-US}}</ref> |- |Versus, Versace Jeans Couture, Versace Collection, Versace Classic V2, V2 |Versace | |<ref>{{cite web |trans-title=M.I.A. for Versus Versace |first=François |last=Castrillo |work=Vogue Paris |date=2013-10-07 |access-date=2014-10-27 |url=http://en.vogue.fr/fashion/fashion-news/diaporama/m-i-a-for-versus-versace/15600 |language=fr |translator=Holly Meehan |title=M.I.A. pour Versus Versace}}</ref><ref>{{cite web |title=Versace Launches V2, Women's Diffusion Line |work=Women's Wear Daily |date=1996-10-10 |url=https://wwd.com/feature/article-1124291-1774917/}}</ref> |- |Victoria |Victoria Beckham | |<ref>{{cite web |title=Victoria's Other Wardrobe |first=Lauren |last=Milligan |work=Vogue |date=2011-08-13 |access-date=2014-10-27 |url=http://www.vogue.co.uk/news/2011/09/13/victoria-beckham---diffusion-second-line-launch}}</ref> |- |Wannabe |Patrick Cox | |<ref>{{cite web|url=http://fashion.telegraph.co.uk/news-features/TMG3306514/The-king-of-the-cobblers.html |title=The King of the Cobblers |work=The Daily Telegraph |date=16 January 2003 |access-date=14 August 2014 |first=Rebecca |last=Tyrrel}}</ref> |- |Y-3, Y's, S'YTE, Ground Y |Yohji Yamamoto |Y-3 for Adidas | |- |Z Zegna |Ermenegildo Zegna | | |- |Z Spoke, Zac Zac Posen |Zac Posen |Z Spoke for Saks |<ref name="fashionspot"/><ref>{{cite web |title=Zac Posen for Target Launches—And One Londoner Just Can't Wait |first=sther Adams |last=Achara |work=Vogue |date=2010-04-15 |access-date=2014-10-27 |url=http://www.vogue.com/871097/vd-zac-posen-for-target-launches8212and-one-londoner-just-cant-wait}}</ref><ref>{{cite web |last=Karmali |first=Sarah |date=2013-02-06 |title=Zac Posen Launches New Contemporary Line |url=http://www.vogue.co.uk/news/2013/02/06/zac-zac-posen-new-contemporary-line-launches---younger-affordable-diffusion-collection |access-date=2014-10-27 |work=Vogue}}</ref> |}
==References== {{reflist|30em}}
Category:Lists of brands Category:Fashion-related lists Category:Retail processes and techniques Category:Brand management