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Pay less? More like PayMORE, as the discount shoe store is turning tables for people who just want to shop by name only.
Payless requisitioned a former Arani store in Santa Monica, California, and filled it with his usual shoes. They usually cost between 20 and 40 USD in the usual Payless establishments. But at this location, renamed Palessi, standard shoes came with a designer price of between $ 200 and $ 600 a pair, USA Today reported.
>> Read more new trends
Payless opened a fake luxury store, "Palessi". This commentary addresses the power of branding – both positive and negative – and the discernment – or lack thereof – of discernment among fashion influencers. https://t.co/mBKTJ0C5UK
– Patti Williams (@PattiAW) November 28, 2018
In just a few hours, the company sold for $ 3,000 worth of shoes.
Employees ended up telling customers that the products were Payless shoes, but not until some customers described them as "stylish and sophisticated".
Payless did not keep the accumulated money and refunded the purchases to the buyers, but the videos that were shot during the operation will be used as advertisements and on YouTube. Buyers also have the option to keep their shoes, reported Fortune.
An advertising agency worked with Payless on trickery, USA Today reported.
Doug Cameron, who worked on the campaign for DCX Growth Accelerator, said that Payless "wanted to push the genre of social experimentation to new extremes, while simultaneously using it to make a cultural statement."
© 2018 Cox Media Group.
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