Koutons

Koutons a leading manufacture of ready made and stylish wear is a discount retail store. Merchandise available at the store are always on discount. In 1999, Koutons was born with the forward visionary thought of providing affordable men wear for masses. Today, known as Koutons Retail India Ltd., it has two brands Koutons & Charlie Outlaw. Company moved up the value chain from a garment manufacturer to a retailer by launching its first stores in 2002

Started under the brand name Charlie outlaw in 1991, as garment manufacturing and export house, today koutons is know for large format family store selling men’s , ladies and children wear also. Koutons focus on value for money, as mantra for them also. Company has created the conducive environment for a family shopping by making fashion available at affordable prices.

According to one study, Indian consumer tends to buy more during sale period, thereby Koutons’ strategy of offering discount throughout the year attracts customers to their stores, which increase their sales too. If a customers goes to buy one shirt he ends up buying 2-3 more by seeing such lucrative discount offers run at the Koutons store. Today Koutons garments are a name to reckon with in both large and small cities with wile presence in the malls and at high streets.

Koutons is able to sell merchandise at a affordable price to consumer by selecting fabric and getting stitched merchandise at their own unit thereby reducing any middle men cost. Koutons has its retail logistics in place appropriately to suit the market needs and track the key areas which are future business opportunities.

Koutons is slated as the Most Admired Fashion Group for the year 2008 by Image Fashion Awards. Koutons Retail India Ltd has won the prestigious “Chain Store of the Year” Award at the National Awards for the excellence in Apparel business organized by CMAI.

Though it is rightly said that coin has two faces. The story of Koutons has also two faces. Koutons’ has diluted the brand name of itself by offering 50-99% discounts through out the year. This strategy has generated the perception among the consumers that Koutons’ is a low price brand. But C.K Prahlad’s bottom of pyramid along with middle of pyramid theory is working for Koutons. It does not matter whether they cater to the demand of upper class, fashionable customers. For them the most rewarding strategy is to target middle class who buys on discounts.