DIFFUSION

Fashion market levels and performance of market sections The fashion market is saturated with brands such as Zara (one of my favourites), who work through mass production all the way to Haute couture designer labels where each piece is created for you and you only but who only sell to an estimated 250 women worldwide - however it's all very hush hush. While some luxury brands stick to targeting the elites and super rich consumer, it's interesting how many expand their brand architecture in order to reach a consumer with maybe not so much disposable income - like my student self! Moschino Moschino is one of the many fashion brands that has expanded it's collections creating diffusion and bridge brands within itself that are more accessible to the everyday shopper. The brands architecture now consists of three labels; Moschino main line, Moschino Cheap and Chic and Love Moschino. While their main line products range from £72 key rings to £1500 bags (which personally I wouldn't pay to wear the McDonalds logo on my arm) their Love Moschino label seems like a more affordable and reasonable range to allow us 'normal' people a little taste of luxury with majority of bags priced under £200. While this is my personal opinion - mainly due to me being a very poor and very jealous student - it does appear that Moschino's main range is a forever growing success even with the high price points. Since 2013 when Jeremy Scott was made Creative Director Moschino have been selling ten times what was previously sold before he emerged. His outrageous and eye-grabbing style reflected that of Franco (Moschino's founder) who died in 1994 by incorporating everyday logos and characters like SpongeBob and the Looney Tunes into the garments. It's shocking - you just cant help but be intrigued. Maybe it is a small guilty pleasure of mine However it has recently been debated whether 'diffusion' lines truly contribute to a brands success. While they make products more accessible to a younger mass consumer due to their lower price points it's created a definite divide between main lines and the less luxurious cheaper version. Large luxury brands such as Michael Kors and Tony Burch figured that by positioning their diffusion products within their genuine mainline collections this divide would not occur but keep their consumers connected to luxury. Diffusion lines are also being created through collaborations of high end designers and high street brands such as Alexander Wang with H&M or Kenzo with H&M. Instead of developing a completely new secondary line, this gives the everyday shopper accessibility to a piece of opulence. This stance against diffusion lines is also held by Comme de Garcons who believe diffusion lines "dilute the idea" of luxury branding. Rather than have a secondary line they should be an extension of the brand, giving reason to why they named theirs 'Comme de Garcons Comme de Garcons' - so good you gotta say it twice - this allowed them keep the brands same spirit and not make the collection seem any less than the original.