SANTA MONICA, Calif. -- Discount shoe retailer Payless wanted to prove a point, so it opened a luxury shoe store called Palessi and filled it with the brand's inexpensive footwear.
So-called fashion influencers were invited to shop at the Santa Monica store, and some paid $200, $400 and $600 for shoes that typically cost $20 to $40.
The influencers commented on the quality of the Payless shoes, and many couldn't believe it when they found out the shoes were not designer.
Palessi made $3,000 in sales in just three hours. The buyers got their money back and free shoes for their trouble.
The stunt certainly paid off as the campaign has gone viral.
Payless opens fake luxury shoe store 'Palessi' selling $600 shoes