Payless ShoeSource, the discount shoe retailer, opened a fake pop-up store in Los Angeles called "Palessi" to dupe fashion influencers into paying hundreds of dollars for $20 shoes and, then, tell them the truth, get their surprised reactions on camera, and use the clips in commercials. [1][2]
In total, shoppers spent $3,000 over two nights. One even bought a pair of boots for $640, equivalent to an 1,800% markup.
"The campaign plays off of the enormous discrepancy and aims to remind consumers we are still a relevant place to shop for affordable fashion," Sarah Couch, Payless' CMO told Adweek.
That reminder is necessary, considering Payless filed for bankruptcy in 2017.
References
- Payless fools influencers with a fake store, cnn.com
- Payless Opened a Fake Luxury Store, ‘Palessi,’ Upsell $20 Shoes, adweek.com