Fashion Terms — the Apparel Search fashion terminology directory
A diffusion line is a modestly priced collection of merchandise created by a high-end designer, retailing at more moderate prices and targeting the masses. Diffusion collections are separate from a fashion house's signature or principal line, which retails at much higher prices; they may be sold alongside the signature collection, at concession outlets, or through chain stores such as H&M, Target and Kohl's.
Diffusion Lines by Apparel Search - Fashion Terms of Interest to the Fashion Industry
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In recent years, Apparel Search has seen many renowned fashion designers launch lower priced apparel collections that reach a different customer--one who may not have a high disposable income and can not afford the higher prices associated with designer collections. These lines are called diffusion lines.
According to Wikipedia, a diffusion line is a modestly-priced collection of merchandise created by high-end designers, which retails at more moderate prices and targets the masses. These collections are separate to fashion houses' "signature lines" or principle lines that retail at much higher prices. Diffusion collections may be on sale alongside designers' signature collections, but they can also be made available at concession outlets and certain chain stores (for instance, H&M and Target).
Exclusive diffusion lines that are generally only available at signature line establishments include: Marc by Marc Jacobs; D&G by Dolce & Gabbana; Y's by Yohji Yamamoto; and Versus by Versace. Designer diffusion lines that are available at fashion chain stores (and therefore reach mass audiences) include: Simply Vera by Vera Wang offered exclusively at Kohl's; Jimmy Choo by Jimmy Choo for H&M; and Isaac Mizrahi for Target.
Apparently the trend first started with designers such as Dolce & Gabbana and Giorgio Armani launching lower priced lines, which included D&G and Armani Exchange, respectively. More recently, many retailers such as H&M, Target, and Kohl's have become renowned for launching these types of diffusion collections. H&M has partnered with Madonna, Roberto Cavalli, and a host of other designers in recent years. The launch usually creates quite a media buzz with fashionistas waiting on line for hours to snatch up the chic yet lower-priced designer duds.
Some more upscale retailers, like Brooks Brothers have also partnered up with high profile designers in a different capacity. Brooks Brothers introduced a "guest" collection, called Black Fleece with British designer Thom Browne.
Written By Regina Cooper for Apparel Search.
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Diffusion lines are one half of the story told in this directory's defining luxury entry: as luxury became a marketing position rather than a guarantee of rarity, the designer name itself became the product a mass customer could buy. A diffusion collection trades on the signature line's reputation while using less expensive materials, simpler construction and chain-store distribution to reach its price. The guest-collection variant keeps the arrangement temporary and closer to the main line — Brooks Brothers' Black Fleece collection with Thom Browne is the example given on this page.
For shoppers, the practical point is that a diffusion label is a different product from the signature label that shares its name: the design hand is related, but the fabrics, make and price are aimed at a different customer, which is exactly the separation the definition insists on.
A lower-priced collection launched by a renowned designer to reach a customer who cannot afford the higher prices of the designer collection — separate from, and cheaper than, the house's signature line.
Exclusive diffusion lines sold at signature-line establishments include Marc by Marc Jacobs, D&G by Dolce & Gabbana, Y's by Yohji Yamamoto and Versus by Versace. Chain-store diffusion lines include Simply Vera by Vera Wang at Kohl's, Jimmy Choo for H&M and Isaac Mizrahi for Target; the trend is traced to Dolce & Gabbana's D&G and Giorgio Armani's Armani Exchange.
Alongside designers' signature collections in some cases, and also at concession outlets and certain chain stores — H&M, Target and Kohl's have become renowned for launching them, with launches by partners such as Madonna and Roberto Cavalli drawing long lines of shoppers.