Completely agree with Koutons deep discounting marketing strategy and beleive that it is not the main reason for thier failure.
However past five years I do not see anything aspirational for that brand.even to lower middle class.the products their do not qualify in terms of quality, design, fabric. Not only I am saying this on behalf of consumer sentiment, but also on my personal experience where I had to waste an hour to use my 1000 rupees voucher in 3-4 Koutoon showrooms in Bangalore. The products have degraded and with that what ever markeitng you will use.you will land up in such a mess. Mind it, that has not always been the case with them where in early 2000 they had decent value for money products.
May be last couple of years they have grown too fast.