Published: Sun, December 02, 2018
Finance | By Loren Pratt

Payless tricks upscale shoppers with fake store called ‘Palessi’

Payless tricks upscale shoppers with fake store called ‘Palessi’

All Payless needed to do was rent a former Armani store in Santa Monica with dramatic lighting, launch a fake website with an Italian-sounding name, fill up a fictional Instagram account with stock images, and BOOM - fashion influencers were buzzing with open checkbooks.

A total of 60 fashion social media influencers showed up to the Palessi boutique, where these starlets were told they'd be given $100 and $250 for a market research event, the news outlet reported.

"They are elegant (and) sophisticated", one shopper can be heard saying.

In an elaborate prank, a shoe retailer known for low prices convinced prominent fashionistas to buy their wares for hundreds of dollars! According to Fortune, the influencers spent up to $3,000 in the first few hours!

One of the shoppers said, "Shut up!"


After the series of events went viral, Twitter was flooded with reactions about the same.

DCX Growth Accelerator set up the experiment for Payless, and Chief Creative Officer Doug Cameron believes it was a success.

"You've got to be kidding me", another woman said when she found out.

The pop-up shop purported to be for a brand called Palessi - an edited version of Payless - and the space it was held in was modern, with plush blue seats, lit-up displays that showcased the shoes to full effect. "(Don't worry, we gave them their money back)".

Payless Shoes, you know, the "you could pay more, but why" store finally found a good reason to pay more - punking social media influencers.

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