Payless opens fake luxury shoe store as prank

Summary

In a bold marketing stunt, Payless Shoes created a fake luxury store in Los Angeles, filled with their regular shoes but priced at inflated luxury prices, ranging from $35 shoes sold for up to $645. Unwitting guests, including fashion influencers, paid top dollar for these shoes, believing they were high-end. The prank revealed itself when guests were told the shoes were from Payless, and though initially shocked, customers were refunded and allowed to keep their purchases. The stunt, which aimed to challenge image-conscious culture, was labeled as a provocative social experiment and effective PR campaign.

Takeaways

• 😀 Payless launched a fake luxury store in Los Angeles to conduct a social experiment.
• 😀 The store featured Payless shoes sold under a different name at a high markup.
• 😀 Shoes that usually cost $35 were sold for $645, creating an 1800% markup.
• 😀 The store's opening event was designed to look like a high-end luxury shoe store.
• 😀 Guests were invited to the grand opening without knowing the true nature of the shoes.
• 😀 Fashion influencers at the event expressed admiration for the shoes, assuming they were luxury items.
• 😀 Shoppers willingly paid hundreds of dollars for shoes they thought were designer.
• 😀 Once revealed, the guests were informed that the shoes were actually from Payless.
• 😀 The shoppers were refunded but allowed to keep the shoes they had purchased.
• 😀 Payless stated that the stunt was a provocative social experiment to challenge image-conscious culture.
• 😀 The experiment proved successful as a marketing strategy, drawing attention and creating buzz.

Q & A

What was the main concept behind Payless's experiment?

Payless created a fake luxury store in Los Angeles, filled with their own shoes, but sold them under a different brand name at a significantly higher price to test how consumers would respond.

How did the guests at the grand opening react to the shoes?

The guests at the grand opening believed they were in a high-end luxury store. They praised the shoes, thinking they were of high quality, even though they were actually Payless shoes sold for much more than their actual price.

How much were the Payless shoes sold for during the event?

The Payless shoes, which typically cost $35, were sold for as much as $645, marking an 1800% markup.

What did the fashion influencers think about the shoes?

The fashion influencers were willing to pay hundreds of dollars for the shoes, with some stating they would pay between $400 to $500 for them, praising them as amazing and stylish.

What was the reaction when customers learned the shoes were from Payless?

When customers were told the shoes were from Payless, they were shocked and disbelieving, as they had previously believed they were purchasing luxury items.

What did Payless do after the prank was revealed?

After revealing the prank, Payless refunded the customers' money and allowed them to keep the shoes as a part of the experiment.

How did Payless describe the experiment?

Payless described the experiment as a provocative social experiment aimed at challenging today's image-conscious culture.

What was the outcome of the Payless experiment?

The outcome was a successful PR stunt that drew attention to the brand, with the experiment effectively highlighting how consumers often make purchasing decisions based on perceived value rather than actual quality.

What was the purpose behind the pricing of the shoes in the experiment?

The purpose was to test whether consumers would perceive the shoes as more valuable simply because they were priced higher and presented in a luxurious environment, even though they were the same Payless shoes.

How did the media respond to the Payless experiment?

The media, including ABC News, covered the experiment extensively, recognizing it as an attention-grabbing marketing ploy and a commentary on consumer behavior.