"making the inaccessible, accessible"
A diffusion label is a market for people who are wanting to wear branded clothing, 'low budget' label addicts who have a champagne taste but don't have the money to spend. Brands such as MIU MIU, Marc by Marc Jacobs, Moschino, Armani and Alexander McQueen fit within the diffusion market, which depends on the retail price they want to set.
Diffusion brands making the market more accessible is a positive way to attract a larger audience, making more branded items available for all, however questions of the brands quality can over time have a negative effect of their brand as a whole and loss of their target market. The entry price for this market starts anything between £40-£400, they are usually priced at 30% less than catwalk prices. The lower prices target more at a 25+ which will hopefully later on lead them to mature to afford the higher end brands, having a secondary line meant more money and more press. Prada trench coat £1100 and MIU MIU trench coat £750.
Chloe and See by Chloe designer, are controlled by a professional body who gives a sense of luxury and sophistication into their lives by mimicking similar diffusion lines. The cost of these designs are decided by the fashion house, which are produced in a large quantity, these are bulk quantities rather than 'mass' produced lines. The lines sell more variety than a original luxury brand with more clothes, accessories, fragrances and shoe lines available; the original brand wont do this as it would devalue the rest of the brand. Diffusion lines can also be a response to offset the effect of high street stores copying their products and undercutting the designer prices.
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