own.
"Diffusion ranges are helping 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" (Julia Robson, The Telegraph).
Second diffusion lines maintain the quality and standard of the mainline brand. From same quality of fabric to the details such as seam finishes, zips and buttons, diffusion ranges are no where near similar to high street, 'fast fashion', garments that are normally the cheaper knock off versions of mainline ranges.
Splitting their brands allows designers to have greater reign over the market as they can appeal to more customers. By having a cheaper, diffusion line along side their mainline lets them expand their target market, get their name out in the industry and gives them the opportunity to increase sales and profitability.
-Seven of the Best Diffusion as named by Julia Robson (The Telegraph, 2006):
Cheap & Chic by Moschino: Diffusion pioneer, founded in 1988, offers more colours, witty prints and everyday styles than the Moschino range. Cute, iconic and beautifully made in Italy.
Marc by Marc Jacobs: More about attitude than age and the offbeat way Jacobs puts his pieces together. Exceptionally pretty tops and dresses, heavily injected with vintage style.
Miu Miu by Prada: Miuccia Prada launched her second line in 1993. Its current "face" is 52- year-old Kim Basinger. From justaffordable quirky shoes and bags to great basics and well-thought-out tailored jackets and skirts that last more than a season.
Paul & Joe Sister: Launched this year, the range has the best-loved aspects of French designer Sophie Albou's main line - wrapround frocks, romantic kaftans and sexy trousers - at prices 30 per cent lower than Paul & Joe.
D&G by Dolce & Gabbana: Two initials that appeal to fashionmad groupies across the world. This brand is sexy, flashy and trendy in a Latin/Euro-chic way. Highlights include outlandish colours, funky prints and fitted styles. Launched in 1994, its sales account for nearly 50 per cent of the Dolce & Gabbana empire, which encompasses underwear, babywear, sunglasses and jewels.
Paul Smith 'Pink': New denim range combines bold Western details with delicate British countryside-inspired fl orals to create a young, contemporary look. Well-cut jeans, casual shirts and Tshirts. It also has some of the prettiest cotton skirts and sundresses of the summer, all incorporating Sir Paul's philosophy of unique tailoring with a twist.
Cheap & Chic by Moschino: Diffusion pioneer, founded in 1988, offers more colours, witty prints and everyday styles than the Moschino range. Cute, iconic and beautifully made in Italy.
Marc by Marc Jacobs: More about attitude than age and the offbeat way Jacobs puts his pieces together. Exceptionally pretty tops and dresses, heavily injected with vintage style.
Miu Miu by Prada: Miuccia Prada launched her second line in 1993. Its current "face" is 52- year-old Kim Basinger. From justaffordable quirky shoes and bags to great basics and well-thought-out tailored jackets and skirts that last more than a season.
Paul & Joe Sister: Launched this year, the range has the best-loved aspects of French designer Sophie Albou's main line - wrapround frocks, romantic kaftans and sexy trousers - at prices 30 per cent lower than Paul & Joe.
D&G by Dolce & Gabbana: Two initials that appeal to fashionmad groupies across the world. This brand is sexy, flashy and trendy in a Latin/Euro-chic way. Highlights include outlandish colours, funky prints and fitted styles. Launched in 1994, its sales account for nearly 50 per cent of the Dolce & Gabbana empire, which encompasses underwear, babywear, sunglasses and jewels.
Paul Smith 'Pink': New denim range combines bold Western details with delicate British countryside-inspired fl orals to create a young, contemporary look. Well-cut jeans, casual shirts and Tshirts. It also has some of the prettiest cotton skirts and sundresses of the summer, all incorporating Sir Paul's philosophy of unique tailoring with a twist.
CK by Calvin Klein: Recently relaunched under British designer Kevin Carrigan. Clear-cut New York minimalism, as worn by icy Bergdorf Blondes, is exemplified in a range that looks expensive but is wearable every day. Lots of knits and tailored separates in subtle Klein colours.
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