WATCH: Payless opens fake luxury store, tricks customers into paying $600 for shoes


TAMPA, Fla. (WFLA) – $500 for a pair of Payless shoes?

The retailer tricked some customers into shelling out as much in an elaborate experiment this week.

Payless opened a fake luxury shoe store in Los Angeles called “Palessi”. They invited a group of influencers to try on the shoes and asked them how much they’d spend on a pair.

Some attendees paid between $200 and $600 for Payless shoes, which typically cost less than $40. 

“I would pay $400, $500,” said one influencer. “People will be like ‘where did you get those?’”

Others complimented the shoe’s design and the quality of the material and seemed overall impressed by the collection. 

Payless“wanted to push the social experiment genre to new extremes, while simultaneously using it to make a cultural statement,” Doug Cameron, DCX Growth Accelerator’s chief creative officer, told Adweek.

“The campaign plays off of the enormous discrepancy and aims to remind consumers we are still a relevant place to shop for affordable fashion,” Payless CMO Sarah Couch added. 

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