On June 6, 2011 he Financial Times' Business of Luxury supplement featured an article about diffusion brands and affordable luxury (you might need to register with FT to view the article). The article addresses benefits and possible disadvantages of introducing the so called diffusion brands -- a strategy often used by luxury brands to cash in on their well-established image and boost revenues by positioning a new, more democratic, child brand as affordable luxury. An example of this strategy is the luxury brand Armani launching its more affordable diffusion brand Armani Exchange. I was interviewed for this article, and you can read my views there. Whereas launching affordable luxury brands as diffusion lines is often practiced by luxury companies, creating an affordable luxury brand from scratch is also possible, and in many cases very successful. An example is Victoria's Secret in the United States.