There’s something about this story that brngs me so much joy! Maybe it’s because I’m the type of person who’ll wear the same jeans/shoes/sweater basically until they wear out completely. I don’t really care too much about high fashion. My “stylishness” extends about as far as not looking like a total fool/slob in public. That’s it.
Honestly, it kind of blows my mind that people spend HUGE wads of cash on clothing and shoes when it doesn’t really look all that different from the stuff in cheaper stores. But what do I know?
Anyway, Payless, the budget-friendly brand that a lot of people would probably turn their noses up at, decided to play a brilliant trick on “influencers” out there, and it really just goes to show you how much brand matters in influencing the perception of the public.
The people behind the stunt opened up a pop-up shoe store in a Los Angeles mall called “Palessi” (classic) and invited influencers to the opening. The store was stocked with Payless shoes, but with huge markups.
According to Payless, 80 people shopped at the store over the course of two days and spent around $3,000. One shopper spent $640 on a pair of boots that had been marked up 1,800%.
Payless CEO Sarah Couch said, “The campaign plays off of the enormous discrepancy and aims to remind consumers we are still a relevant place to shop for affordable fashion.”
I guess it’s safe to say that folks out there got seriously hoodwinked. Also, I want to be an “influencer.”