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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 line development, stages 3 and 4, are often franchised to third parties with the designer having control over the product and its brand image. Between 20–30 per cent of gross margin is spent on advertising support to create global campaigns to enhance brand image in foreign markets.
Versus (Versace) was a diffusion line of the Italian luxury fashion house Versace.It was founded in 1989 by Gianni Versace as a gift to his sister Donatella.The line was discontinued in 2005 but was relaunched by Donatella in 2009 with a capsule collection of accessories designed by British designer Christopher Kane.
Andrew Marc is a luxury apparel line focused primarily on men's and women's outerwear. The brand uses innovations in leather treatments including waxes, distressing, pigmentation, oxidation and organic dying processes. [1] It also operates the diffusion line Marc New York. [2]
Inspired by her daughter Gaby, Donna Karan founded DKNY in 1989 as a younger, more affordable diffusion line to run alongside her existing Donna Karan New York label. [4] [10] Many labels and brands have branched off of the original DKNY brand/label including DKNY Jeans, DKNY Active, DKNY Underwear, DKNY Juniors, DKNY Kids, DKNY Pure.
Todd Shelton's brand of casual wear for men is made at its factory and showroom in New Jersey and sold direct-to-consumer through its online store — which also links to other clothing lines made ...