Friday, July 29, 2011

Pierre Balmain

Balmain announced it will be launching a diffusion line: Pierre Balmain. The line will yield a more casual and relaxed urban vibe than the main line and won't come with as hefty a price tag (albeit it's still not cheap). Prices will range from $172 for Ts, up to $1,200 for eveningwear.

The collection will include womenswear and menswear pieces ranging from knitwear to denim. The line is aiming to launch this December globally with a Spring collection and will be available in the US, Asia and Europe.

All images courtesy of WWD
Personally I like diffusion lines - but it helps to understand where and why they arise. While they reach a further target market and increase accessibility for consumers, at the end of the day - fashion is business and 99.99% of diffusion lines arise to generate money. In particular - with lux labels, while items may cost an arm and a leg - if you only sell a few of those items, at the end of the day it doesn't work (seriously - how many people can afford a $1,500 T-shirt). Diffusion lines bank off of the goodwill existing Brands hold, but are intended to generate cash through higher sell through rates and quantity - plain and simple.

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