There may be a few schools of thought on why the Payless faux boutique stunt has attracted so much attention this week, with its videos of Los Angeles fashionistas paying $600 for $20 shoes going viral within hours of launching on social media.
Q&A: How Payless Brilliantly Bamboozled Fashionistas With Its Fake Luxury Pop-up, ‘Palessi’
'We couldn’t skimp in any way. It had to feel real.'
The discount shoe retailer and agency DCX Growth Accelerator created a faux fashion shop that sparked millions of impressions.
Payless
