Fashion Diffusion

It used to be that if you wanted to buy designer, you had to shell hundreds or thousands of dollars.  Not anymore! 

Within the last five years or so, a fashion miracle has occurred:  mass retailers began collaborating with higher-end brands to introduce collaborative “diffusion” lines to the market.  Target, with its “GO International” lines, was a pioneer of this concept, partnering with seventeen different designers since 2006 including cult favorites like Proenza Schouler, Rodarte and Zac Posen. 

These days, stores from Macy’s to Crate & Barrel are launching these partnerships.  In the shadow of this recession, it makes sense than ever.  Consumers are less confident and fashion companies need to keep revenues from plunging and diffusion lines create excitement and drive sales.

As amazing as diffusion lines are, you need to remember not to loose your head when shopping.  Fashion-forward deal-seekers are likely go crazy in this sort of situation, myself included, and end up spending too much money on things they don't even really like or need.  Read my pros and cons below for a thoughtful shopper’s analysis on the topic.

Diffusion Lines: Pros

That’s an easy one: diffusion lines represent affordable luxury – designer items at great prices.  Diffusion line items are generally only offered for a limited time at limited quantities, so the most in demand pieces are that much more special! 

Diffusion Lines: Cons

Where could you go wrong?  You'd be surprised!

The first problem with diffusion lines is that although they are made for the masses, they demand is often much higher than the quantity, especially in New York City and other urban areas where high concentrations of fashionistas abound.  Additionally, these collections are also often debuted during business hours, which – let’s face it, makes things hard for those of us who work traditional weekday jobs. 

Another issue I’ve struggled with in the past is that after going to the trouble of getting to the store, I don’t necessarily love the product selection.  There’s a feeling of pressure to buy something since you’ve come this far, even if your size is sold out or the pieces are not really your style.

Finally, just because an item is being sold at a mass retailer, doesn’t mean the price is a regular mass retailer price.  Diffusion line items, although cheaper than the regular designer pieces, can easily be twice as expensive or more than what is normal at a given store. 

Recommendation

If your Absolute Favorite Designer Ever is doing a diffusion line, knock yourself out.  Pull out all the stops!  Do what it takes to make sure you have the chance to shop the collection. 

Otherwise, proceed carefully, keeping in mind my points  above.  When possible, check out the goods online in advance to see if you like the product selection.  Also, never buy something because you feel like you should - that rule applies to all fashion purchases, not just diffusion lines.  Finally, instead of getting caught up in short-term offerings, check out stores that regularly collaborate with outside designers.  The Simply Vera by Vera Wang collection at Kohl’s and Christian Siriano for Payless Shoe Source are some of my personal favorites.  

Diffusion Line Alert!

Check out the new Missoni for Target collection, which premiered during Fashion's Night Out in New York City.  The collection, which features a record 400+ items including women's, men's, children's and home, will be available in stores and online today (through October 22nd)!  Click here for the online lookbook.