(CBS News) Payless’ recent marketing campaign tricked fashion influencers into paying significantly more for a pair of affordable shoes. The retailer created a new store, called Palessi, as an experiment to see just how much fashion-forward people would pay to have high-end shoes.
Influencers, professionals that inspire consumers to make purchases based on their expertise, were invited to attend a grand opening for “Palessi” — a new high-end designer.
Those that attended the exclusive party paid between $200 and $600 for Payless shoes that typically run up to $40. Payless, as Palessi, sold $3,000 worth of shoes in hours within the opening.
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“I would pay $400, $500,” said one influencer. “People will be like ‘where did you get those?'”