Article from WWD:
Designer Secondary Lines Gaining Favor
Miles Socha, Alessandra Ilari. WWD. New York: Aug 28, 2009. Vol. 198, Iss. 44; pg. 9
Executives from Galliano, Red Valentino, Philosophy by Alberta Ferretti and others cite encouraging progress and future growth potential as retailers devote more floor space to such brands and as consumers seek more bang for fewer designer bucks. These second lines also are building their own retail networks and expanding their product assortments.These brands encompass the designer's vision and offer great trend-led pieces at an accessible price point, said Marigay McKee, fashion and beauty director at Harrods, which is devoting more floor space to such sister brands as Marc by Marc Jacobs, M Missoni, Moschino Cheap & Chic, D&G, Valentino Red, See by Chloé and DKNY. Second lines have come a long way since the Eighties. Until recently, the word diffusion was synonymous with inferior quality, fabrics and styling, but as designers revamp these lines to stand alone, they have earned the design respect and purchases of style-savvy customers. Many high street customers are investing in second lines as long as they have a wow factor. The [designer] names bring a lot of credibility to this zone of business, said Joseph Boitano, Saks Inc.'s group senior vice president and general merchandise manager of women's. The reaction has been really terrific.
I think secondary lines are a great way to begin being loyal to a brand. Consumers (in a lower income bracket) may start purchasing items because of their more reasonable prices, and then gradually purchase pieces from the more expensive line as they move up in the socioeconomic ladder.
ReplyDelete