Bridge markets target those with a burning desire to shop at upper market brands but don't have the money to buy the main higher end label within the brand.
Brands such as Alexander Mcqueen, Marc by Marc Jacobs, DKNY, and Moschino.
Price vary of garments extensively through diffusion brands. The prices range from £40.00 to £400.00 due to the specific brands. On average the bridge brands are 30% less than the catwalk line.
Due to the cheaper price, as a whole, bridge brands attract a younger market and has enticed a new target consumer group. Although this is a huge benefit for the brand as the bridge brands attract a larger group of individuals, bridge brands cause question with the exclusivity and quality of the brand. Loyal customers who pay for the catwalk ready to wear line may feel the exclusivity of the brand is damaged with the association of such bridge brands.
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