Payless Opened a Fake Luxury Store, Palessi, to See How Much People Would Pay for $20 Shoes and yes all were surprised. A lot more than $20.
Payless took over a former Armani store in Santa Monica, and stocked up the shelves with $19.99 pumps and $39.99 boots. The discount footwear chain, via agency DCX Growth Accelerator, invited groups of influencers to the grand opening of “Palessi” and asked their opinions on the “designer” wares.
The bling crowd went bling with the store and the wares, having no idea they were looking at discount shoes from the chain store, offered hundreds of dollars for the stylish shoes, while admiring and gloating over the look, materials and workmanship. The best offer was: $640, which translates to an 1,800 percent markup.
Doug Cameron, DCX Growth Accelerator’s chief creative officer said that the retailer “wanted to push the social experiment genre to new extremes, while simultaneously using it to make a cultural statement. “Payless customers share a pragmatist point of view, and we thought it would be provocative to use this ideology to challenge today’s image-conscious fashion influencer culture.”
Ads will run on cable TV networks like Bravo, Lifetime, TBS, Telemundo and USA and on social channels like YouTube, Facebook and Instagram through the holidays.
Agency: DCX Growth Accelerator
Concept: Doug Cameron and Tommy NoonanCCO/CW: Doug Cameron
ECD/Art Director: Tommy Noonan
CD: Mauricio Alarcon
Account Director: Patrick McCormick
Client: Payless
CMO: Sara Couch
Brand Manager: Lisa Contino
Creative Director: Jeff Vandeven
Creative Services Manager: Cheri Bernand
International Marketing Director: Bernardo Meza
VP Marketing: Dominic Bonadio
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