While doing a social experiment, an American footwear brand pranked fashion influencers on paying hundreds of dollars for shoes that are normally priced anywhere between $20 to $50. The brand named Payless Shoesource tricked VIP shoppers as part of a viral advertising campaign designed to change consumers’ perceptions of the brand.
Payless took a former Armani store in California and renamed it to Palessi and filled it with their own discount footwear. To attract customers, they invited fashion bloggers and VIP guests to shop for the heels, tennis shoes, sandals and more at luxury rates of $200 to $600.
“Palessi” sold about $3,000 worth of shoes within a few hours at the Wednesday event, USA Today reported. Interestingly, no one came to know about this prank and customers paid for their purchases
You can watch a video of the whole thing below:
This experiment got a huge response on social medi with a ton of comments. Many applauded the brand’s innovative marketing campaign.
— Karen Maria Alston (@advertisingdiva) November 29, 2018
What does this say about society today? Brilliant marketing @PaylessInsider! Would it have worked in other cities besides cities close to LA or New York CIty?
— CarynLeslie (@CarynLeslie1) November 30, 2018
Good for Payless. I love it.
@PaylessInsider Hilarious😂. Good for Payless. I love it. I also love their product. I’d much rather buy a pair of shoes for less than 20 bucks then replace them when needed rather than spending hundreds on shoes. Plus they have wide widths!👍
— Gail Larson (@gaillarson) November 29, 2018
What it shows is how shallow people are. Because payless is seen as a store for the lower class they don't want to shop there. But put the same shoe with a new name a BAM! GOT EM!
— Ruby Robinson (@datprettygrl) November 29, 2018
Let us know what you think of this experiment in the comments section below.