Payless Opens A Fake Luxury Store Selling $600 Shoes For A Good Reason
It’s hard to justify buying shoes when you already have so many at home. But once in a while, you gotta spoil yourself, right? Everyone deserves to spend a little more than usual to make their feet look fancy. When you go to buy shoes, though, are you really getting your money’s worth?
Payless is a shoe store that caters to the more middle-class working person. Their shoes are slated at what most consider affordable prices, thus making them the subject of ridicule because some consider their prices “pocket change.”
With the company taking a major hit to sales for so long, the company is looking to breathe new life into their merchandise. A recent event held by the shoe chain shows us that prices are all about perception.
In Los Angeles, California, Payless conducted a social experiment that showed their shoes can rival even the gaudiest pair of Chanel heels. Where one pair of shoes was normally $30, they were now selling for as much as $600.
They temporarily set up shop in a former Armani store and labeled their new store location “Palessi.” (Seriously, though? The name doesn’t give it away?)
It didn’t take more than a couple of hours to sell as much as $3000 worth of merchandise. The majority of customers were fashion influencers.
“The campaign plays off of the enormous discrepancy and aims to remind consumers we are still a relevant place to shop for affordable fashion,” says Sarah Couch, head of marketing for Payless.
You would think it would be obvious to people who influence the fashion industry, right? People were so convinced these shoes were made by an expensive company, they said things like “I could tell it’s made with high-quality material” or “they are elegant and sophisticated.”
If ‘influencers’ think that $30 shoes are worth 200% of the original tag, why not spend a little less next time you’re looking for footwear?