Though many say you can’t put lipstick on a pig, doctoring up bargain products (and their price tags) might work in your favor.
That’s what Payless showed when it recently opened a fake luxury shoe store in Santa Monica, California. The retailer wanted to pull the
wool laces over fashion influencers’ eyes—and did so quite easily.
Payless took over a former Armani store, renamed the retail location as “Palessi,” and stocked the outlet with its discount-priced boots, heels, tennis and leisure shoes. Then, it invited a flock of partygoers and sold them the shoes, typically priced at $20-$40 in Payless stores, at inflated designer price tags of $200 to $600.
The experiment worked, as many influencers gushed over their purchases.