American discount shoe retailer Payless recently decided to do a little experiment to see whether people are willing to pay more for things only because it’s a famous brand name or a luxury item.
The company rented a place where Armani store was once located and filled it with the shoes they are selling. But instead of keeping original affordable prices, they decided to kick them up a notch. The shoes on display that originally cost from $19.99 to $39.99 received brand new price tags pricing them from $200 to $600.
After setting up the store, Payless did a big opening and invited numerous fashion influencers to the event. Majority of the guests were amazed by the shoes and gladly paid the asking prices.
After making their point, the shoe retailer broke the news to unaware costumers who were shocked by the reveal.
Of course, Payless returned the money to everyone who bought the shoes and allowed them to keep the footwear for free.
“The campaign plays off of the enormous discrepancy and aims to remind consumers we are still a relevant place to shop for affordable fashion,” said Sara Couch, Payless’ head of marketing.