Shoe Retailer’s Fake Luxury Store Had Influencers Paying $600 For $20 Footwear
By Yoon Sann Wong, 29 Nov 2018
Could this be one of the more humorous marketing stunts you’ve seen in recent months?
In a bid to remind customers that Payless is the place to go for affordable quality fashion, the American discount footwear retailer launched a pseudo luxury store in Santa Monica, California, that saw fashion influencers paying up to US$600 for its shoes that are normally priced between US$20 and US$40.
The fake brick-and-mortar was dubbed ‘Palessi’, after a new “high-end designer,” and stocked with Payless’ shoes before fashion influencers and other industry professionals graced its grand opening.
The exclusive event apparently saw US$3,000 worth of its shoes being sold to attendees within hours of its launch. Though the purchases were transacted by real people, Payless reimbursed them and eventually gifted the shoes in exchange for falling prey to the amusing marketing stunt.
"Payless Opened a Fake Luxury Store, ‘Palessi,’ to See How Much People Would Pay for $20 Shoes" https://t.co/PPMrMpFOAj Demonstrates how (1) trademarks can cause supra-competitive pricing, & (2) some folks believe status can be bought— Eric Goldman (@ericgoldman) November 28, 2018
[via CBS Philly, video via Payless, main image via video screenshot]
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