Palessi is an Indictment of Our Times

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.”

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Hiring the Right CMO

It has been called the most dangerous title in business and many pundits have suggested it does not work and should be banished. No role in the last fifteen years has been scrutinized and debated more than the Chief Marketing Officer. Businesses have struggled with the title and role since it was first coined not too long ago.

I remember working in Price Waterhouse’s Marketing and Customer Management practice when I first saw it referenced in the mid 1990’s. I think I danced a nerdy marketing jig. My excitement was shared by marketing practitioners who long thought our services were poorly understood, inaccurately recognized, and under valued.

The hope was this executive position would set the record straight and have uber impact within a business. What happened and continues to take place are huge assumptions and unrealistic expectations placed on the CMO that almost always result in disappointment. Of course, I have seen situations and models work but I have witnessed many more fail.

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