Pricing strategy by koutons India

High Fashion at Low Price to mass market - the strategy is to put price matching with other players in market with same fabric and quality to show that there product is worth of 50$ price put by other players but due to there big volumes and there mass segment target market there are providing goods at discount of 50- 70%to there customers " fashion at affordable price " They hire foreign modals instead of hiring Indian celebrities, which helps them to show that there product is on international quality . Moreover it helps them to minimize cost for advertising, which lead to price elasticity of their product.