diffusion lines

diffusion line

n
(Clothing & Fashion) a range of clothes made by a top fashion designer for a high-street retailer


Diffusion lines include:
• Marc by Marc Jacobs
• D&G by Dolce & Gabbana
• Versus by Versace
• McQ by Alexander McQueen
• Karl by Karl Lagerfeld
• DKNY by Donna Karan
• Miu Miu by Miuccia

A diffusion line

• is a secondary line of merchandise ie. garments. created by a high-end designer

• retails at more moderate pricing, lower price point

• is separate from a fashion house’s ‘signature line’ which retails at a much higher price

• can substantially increase sales volumes for a designer as products are more affordable to a wider audience

• helps the designer at the same time leverage the desirability of their premium ranges to create a halo effect - refer diagram

• cost an average of 30 percent less than catwalk originals

• helps to form a fashion movement retail analysts call "massclusivity", where mass-market customers feel they are getting something special and prices are slightly higher than the high street

• is made to the same high standard of a designer brand and include details rarely found in throwaway fashion clothes

• has everything there that should be: durable fabric that won't shrink or fade, darts in the right places, pockets and linings

• has nothing there that shouldn't be: threads, holes, missing buttons, broken zips, bulges in seams

• splits a brand giving designers two bites of the cherry: the main range stays exclusive, but the second or third line gives them a greater chance to get their message and name out there

• means that designer clothing such as Karl Lagerfeld for H&M is cheaper than what it would be normally - “never seen crowds quite like the ones that lined up outside the store...fashion had never flown out of a store quite like that before”

• allows designers to make money from their own ideas, people forget how small a designer line is

• makes you question whether fashion has changed to be something for the masses?

Diagram created by me

Alexander McQueen vs. McQ

Alexander McQueen Autumn/Winter 2012

McQ Autumn/Winter 2012

From these two collections, it is clear to see the difference between a designer's main line and their diffusion line. McQ is a lot more wearable and practical. It still has a statement factor but does not have the same 'art piece' quality as the main collection.