You may have seen this clever, compelling, and creative campaign from Payless, the discount shoe chain. Payless took over a former Armani store in a Santa Monica mall. The chain stocked it with an array of their $19.99 pumps and $39.99 boots. Then they invited groups of so-called “Influencers” to the grand opening of the faux retail brand, “Palessi”.
The event attracted tons of media…
AdWeek:Payless Opened a Fake Luxury Store, ‘Palessi,’ to See How Much People Would Pay for $20 Shoes, The answer? A hell of a lot
CNN:Payless dupes fashion influencers into buying $640 shoes
CTV News:Payless Tricks Social Media Influencers into Paying $600 for $20 shoes
Fortune:Payless Opened a Fake Luxury Store With $600 Shoes
USA Today: Payless marked up discount shoes to $600 at luxury event ‘Palessi’
AdWeek reported, “Party goers, having no idea they were looking at discount staples from the mall scene, said they’d pay hundreds of dollars for the stylish shoes, praising the look, materials and workmanship. Top offer: $640, which translates to an 1,800 percent markup, and Palessi sold about $3,000 worth of product in the first few hours of the stunt.”