Question

Is Cath Kidston pricing strategy sustainable? Explain.

Answer 1

Cath Kidston is an online lifestyle store that offers differentiated and vast variety of quality products to the consumers of working middle class, who now value more to the comfort and quality than the low price. By keeping this aspect in view, the store offers quality and opt for the premium pricing that is based upon the value, perceived by the consumers. This strategy is well suited to the consumers targeted by the store and it will remain to be sustainable as the growing trend in the purchasing power of the audience. Further, the care of the environment and ethical policies adopted by the store, make people to sensitize even if it comes at a price. So, the overall value delivery, makes Cath Kidston to have a sustainable strategy.