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A diffusion line (also known as a bridge line) is a secondary line of 
merchandise
Merchandising is any practice which contributes to the sale of products to a retail consumer. At a retail in-store level, merchandising refers to displaying products that are for sale in a creative way that entices customers to purchase more i ...
created by a high-end fashion house or fashion designer
Fashion is a form of self-expression and autonomy at a particular period and place and in a specific context, of clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body posture. The term implies a look defined by the fashion in ...
that retails at lower prices. These ranges are separate from a fashion house's "signature line", or principal artistic line, that typically retail at much higher prices. Diffusion products may be on sale alongside designers' signature line but they can also be made available at concession
Concession may refer to:
General
* Concession (contract) (sometimes called a concession agreement), a contractual right to carry on a certain kind of business or activity in an area, such as to explore or develop its natural resources or to opera ...
outlets and certain chain store
A chain store or retail chain is a retail outlet in which several locations share a brand, central management and standardized business practices. They have come to dominate the retail and dining markets and many service categories, in many pa ...
s. 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 lines serve several purposes for designers. They can substantially increase sales volumes as their products become affordable to a wider audience at the lower price point, with the designer at the same time leveraging the desirability of their premium ranges to create a kind of halo effect. They can also be a response to offset the effect of chain stores copying their products and undercutting the designer's prices.
Diffusion lines
References
{{reflist, 30em Retail processes and techniques