Home / Business / Payless market up discount shoes to $ 600 at luxury event ‘Palessi’
Breaking News Home / Business / Payless market up discount shoes to $ 600 at luxury event 'Palessi' November 29,…
The privately held Topeka, Kansas-based shoe seller executed the reverse of a bait-and-switch operation recently with a luxury influencer event held in Santa Monica, California.
Payless took over a former Armani store, renamed the retail location as “Palessi,” and stocked the outlet with its discount-priced boots, heels, tennis and leisu re shoes. Then, it invited a flock of party wearers and sold them the shoes, typically priced at $ 20- $ 40 in Payless Stores, that inflated designer price tags of $ 200 to $ 600.
“Palessi” sold about $ 3,000 worth of shoes within a few hours And after the shoppers paid, staffers told them that the shoes were actually from Payless, according to AdWeek, which reported on the event Wednesday. “They are elegant (and) sophisticated,” one shopper described her purchase as, in a payless video posted on YouTube.
Then, the woman, who payless says is a real person not a actor, was told the shoes were actually the handiwork of payless. “You’ve got to be kidding me,” she said.
Another shopper, this one a man, said about his purchase, “I could tell it’s made with high quality material.”
Payless refunded the shoppers their Buy prices and plans to use the video testimonials, already available on YouTube, as commercials on social media and television.
“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 told AdWeek.
Responses online ranged from congratulatory to accusatory. One person on Twitter called the project “creative”, while another pointed out the potentially defective discernment “among fashion influencers.”
Payless “wanted to push the social experiment genre to new extremes, while simultaneously using it to make a cultural statement, “Doug Cameron, Chief Creative Officer of New York at Company DCX Growth Accelerator, AdWeek Customs. DCX Growth Accelerator Assisted Payless in the event. “Payless customers share a pragmatist point of view, and we thought it would be provocative to use this ideology to challenge today’s image-conscious fashion influencer culture.”
The discount footwear chain emerged from Chapter 11 bankruptcy in August 2017, having closed more than 670 stores. It currently operates an online store and about 2,750 stores in North America and more than 3,500 worldwide.
More: Why retailers are filing for bankruptcy when they are not yet broken
Follow USA TODAY reporter Mike Snider on Twitter: @MikeSnider .
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