In fact, their bricks and mortar will become only more desirable and probably more costly because of the peripheral global-brand diffusion and applicant-pool penetration.
A string of collections for the likes of Marks & Spencer and Debenhams under her belt, as well as her own brand and diffusion range offering handbags and accessories, Kiely's bold, colourful prints eventually caught the eye of Tate Modern.
A joint effort with the brand's diffusion line Versus, the two names have tome together to create a one-off 19-piece collection full of statement prints and streetwear shapes.
"What I had been making at the time just happened to be 'the thing,' and suddenly my jewelry was everywhere," she says, referring to the mystical symbols she used in her jewelry when she first launched her diffusion brand.
The show came at a time of immense pressure for the brand: earlier this year, Jacobs' diffusion line – Marc by Marc Jacobs – was closed, and its designers, Katie Hillier and Luella Bartley, left to set up their own label.
That hashtag stands for Miss Vogue Australia, a "diffusion brand" of Vogue Australia that brings together high fashion and street style.
São Paulo is where the more directional and established designers show, whereas Rio represents the lifestyle, street and diffusion brands.
"The whole point of diffusion brands is that they are less expensive," she said.
Analysts have started to worry that luxury firms, with their focus on high-end products and cheaper diffusion brands, are ignoring the middle of the market in favour of the top and the bottom.
