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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.
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