Payless ShoeSource is often considered to be the epitome of cheap and affordable footwear, but its latest Palessi pop-up store ramped up the prices to prank its many customers. Housed in a former Armani store, the Palessi pop-up came stocked with regular footwear, but with a hefty pseudo price of $500 and up. To ensure that this store appeared real, Payless created a Palessi Instagram profile, a website, and also invited a host of social media influencers to attend the so-called inaugural event.
The customers that attended the Palessi pop-up event were each asked questions of how much they thought the shoes were worth and this is when Payless finally revealed the big prank. Described as a "social experiment" by Payless, this unique pop-up experience was meant to share a pragmatist point of view while also challenging "today’s image-conscious fashion influencer culture.”