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A diffusion line (also known as a bridge line) [1] is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower prices. [2] These ranges are separate from a fashion house's "signature line", or principal artistic line, that typically retails at much higher prices.
An expansion of this level requires a company to obtain more capital, because of this over 60 per cent of all fashion designers are now public limited companies. 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.
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.
Due to this 'diffusion process social contagion and social conformity then set new fashion tastes'. Market and Social Saturation: If the latest fashion has made it to this stage, it will have attained its capital level of acceptance, therefore creating a form of "social saturation", therefore fashion is consistently utilized amongst the vast ...
Mizrahi returned to fashion in 2002 when he began designing another diffusion collection, Isaac Mizrahi for Target. The line was an enormous hit, and soon spread to cover accessories, bedding, housewares, and pet products.
Marc Jacobs (born April 9, 1963) is an American fashion designer. [1] He is the head designer for his own fashion label, Marc Jacobs, and formerly Marc by Marc Jacobs, a diffusion line, which was produced for approximately 15 years, before it was discontinued after the 2015 fall/winter collection. [2]
On 27 July 2006, the company launched a lower-priced diffusion line McQ. [27] The line, separate from the main house, carried upscale men's and women's ready-to-wear and accessories, was exclusively designed by Lee Alexander McQueen, manufactured and distributed worldwide by SINV SpA under the terms of a five-year license agreement with Alexander McQueen. [28]
The trickle-up effect in the fashion field, also known as bubble-up pattern, is an innovative fashion theory first described by Paul Blumberg in the 1970s. This effect describes when new trends are found on the streets, showing how innovation flows from the lower class to upper class . [ 1 ]