What is a diffusion or bridge line?

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After my post about the Prada Saffiano Cuir Double Bag yesterday, I received a question asking what a diffusion line is.

Most top designers  have both a principle high end line and a cheaper diffusion line, also sometimes known as a bridge line. This allows them to capture a far broader market and increase sales without compromising brand integrity and exclusivity. It also allows them to counter counterfeiters and chain stores who copy and interpret their lines, by offering a genuine product with the same aesthetic at a more affordable price.

In some cases both lines are sold in the same place, but the diffusion lines are also sold in department store concessions, chain stores and outlets.

Some of the most popular ones (with the main line on the left and the diffusion line on the right) are:

  • Donna Karan/DKNY
  • Chloè/See by Chloe
  • Marc Jacobs/Marc by Marc Jacobs
  • Armani/Armani Exchange
  • Dolce & Gabbana/D&G
  • Prada/MiuMiu
  • Versace/Versus
  • Roberto Cavalli/Just Cavalli
  • Balmain/Pierre Balmain

The featured photograph is my Pierre Balmain bag 

 

Author: Janet Carr

Fashion, beauty and animal loving language consultant from South Africa living in Stockholm, Sweden.

3 thoughts

  1. Thank you for this most informative post. Who knew? Also love your play on words: ” …. allows them to counter counterfeiters”!!!! I enjoy your blog immensely!!!! Also – did you know that Pineider is having a clearance sale on their planners? I have some on hold until my funds are unfrozen (I had a ransomware attack on my computer and they received all my banking numbers – so I had to close my accounts, open new ones and my money is frozen). I am sure you know about this sale…. but just in case….!!!!!!!!!!!!!

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