The affordably-priced shoe company Payless just revealed an advertising campaign on Wednesday that attempted to show the quality of their shoes by fooling social media influencers at a fake up-scale shoe store in Los Angeles.
The company took over a former Armani store and renamed it “Palessi.” The fake store held a grand opening and invited social media fashion influencers to walk on a red carpet. They served champaign to the savvy guests on the inside of the store, and then showed the influencers what they thought were very expensive shoes.
The brightly-lit store was stocked with $19.99 pumps and $39.99 boots, AdWeek reported. Some of the guests raved about the shoes and said they’d pay hundreds of dollars for a pair. The highest offer was $640…that would be a 1,800 percent markup, the report said.
“They’re elegant, sophisticated,” one social media influencer said.
“And I could tell it was made out of high-quality material,” another said. The video that shows the advertisement has more than 255,000 views as of Friday.
Palessi sold about $3,000 worth of product in the first few hours of the social experiment, according to AdWeek.
When it was revealed that the shoes were actually Payless shoes, party-goers were shocked.
“Are you serious?! … Wait did I just pay too much?” one said.
Payless rang up the purchases, but influencers received their money back and got to keep their shoes, the report said.
Sarah Couch, Payless chief marketing officer, told AdWeek that the chain wanted to tackle the shoe brand’s perception head-on, especially at a time of fierce competition from e-commerce sites.
“The campaign plays off of the enormous discrepancy and aims to remind consumers we are still a relevant place to shop for affordable fashion,” Couch said.
The ads will run on cable television networks and social media platforms through the holidays, according to the report.
Payless climbed out from Chapter 11 bankruptcy in August 2017, after closing more than 670 stores, USA Today reported. It still has approximately 2,750 stores in North America and more than 3,500 worldwide. They also have an online store, the report said.