Payless Fools Fashion Influencers with Fake Luxury Store

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Bargain shoe retailer Payless recently fooled a group of fashion influencers by opening a fake high-end store. Forbes reports the brand launched a store in Santa Monica it called Palessi, and sold pairs of shoes for between $200 and $600--far more than the usual price of $20 to $40. Attendees of the launch reportedly called their purchases "sophisticated” or “made with high-quality materials," which was the point of the exercise: to underscore that Payless sells quality, desirable fashions. The party sold $3,000 worth of shoes, although that money was refunded--and people were able to keep the kicks. Scenes from the Palessi launch are due to drive forthcoming Payless ads.

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