Payless recently conducted a social experiment in Santa Monica, California where they got people to pay $640 for their shoes.
Payless rented a former Armani storefront before setting up a fake luxury shoe boutique called Pal-essi. They did a big grand opening party where they charged $640 for their $20 and $40 shoes. Thousands of dollars were spent in just several hours.
Payless wanted to prove that just because their shoes are inexpensive that doesn’t mean they’re not elegant, sophisticated or stylish.