Luxury houses reintroduce affordable pieces without changing their logos. Will this trick revive their sales without diluting the brand?
Remember the golden days of D&G? The early 2000s saw a surge in second lines that were youthful, accessible, and effortlessly cool. These sub-brands served as the gateway to luxury, giving aspirational shoppers a taste of high fashion without the full-throttle price tag. Then, they suddenly disappeared as brands streamlined their offerings, axing diffusion lines to reinforce exclusivity.
Now, fashion is pulling a classic comeback move: second lines are returning, but not quite as we remember them.
Budget-Friendly Collections Are Back: Luxury Logos with Price Tags You Can Actually Afford
In response to skyrocketing prices and changing consumer preferences, luxury brands are reintroducing more affordable pieces into their main collections, but this time, they are keeping the same label.
Instead of reviving sub-brands like Miu Miu’s short-lived Miu Miu Jeans or Marc Jacobs’ Marc by Marc Jacobs, designers are incorporating these accessible designs directly into their flagship collections. Think of it as a second line in disguise: the same brand, but with a parallel range that’s more budget-friendly, stripped-down, and focused on essentials.
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Why Now? The High Fashion Pricing Problem
Over the past decade, luxury prices have soared to near-unattainable levels. That classic Chanel flap bag that cost $2,000 in 2010? It now pushes $10,000.
With inflation, shifting spending habits, and a new generation of shoppers who are less willing to splurge, brands are facing a dilemma: should they maintain exclusivity at the risk of alienating their original customer base or adapt to a more inclusive pricing model?
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The solution? Reintroducing more accessible pieces, but under the same label. This approach allows brands to capture both ends of the market: high rollers who still crave ultra-luxury and fashion-conscious shoppers who refuse to be priced out.
The Pros: Accessibility, Brand Loyalty, and Fresh Energy
A broader market reach enables brands to reconnect with customers who have been sidelined by rising prices while maintaining brand loyalty, which ensures they don’t lose consumers to contemporary names like Jacquemus or Reformation.
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Gen Z shoppers value inclusivity, so offering a luxurious yet attainable range resonates with their spending psyche. Unlike the early 2000s, when sub-brands like Versus Versace or Just Cavalli struggled to maintain their prestige, this strategy keeps everything under a single, strong name, avoiding dilution.
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The Cons: Exclusivity at Risk?
Potential brand devaluation becomes a concern if too many affordable items flood the market, which could weaken the high-end appeal of luxury products. Without clear differentiation, consumers may be confused about why some items are priced at $300 while others go for $3,000, all under the same logo, leading to pricing confusion.
Moreover, lower price points may necessitate a shift in production to less premium fabrics or manufacturing processes, resulting in inconsistencies in quality within the same collection.
A Smart Evolution or Just a Temporary Fix?
This “Second Lines 2.0” approach is a clever strategy for luxury brands that aim to balance prestige with accessibility. It maintains the relevance of heritage names while addressing market demands.
However, the execution will be crucial. If done right, it could redefine modern luxury. On the other hand, if mishandled, it risks turning high fashion into a mass-market playground.
One thing is for sure: the days of all-or-nothing luxury are fading. It remains to be seen whether this shift is a fashion revolution or a temporary fix. For now, it’s clear that affordable luxury is making a comeback, and it’s not hiding behind a different name this time.
Angelo Ruggeri
Journalist and Master Course Tutor & Fashion Styling Course Leader, Milan