Payless is GENIUS for this!
So apparently Payless set up a faux luxury store as part of a marketing campaign and actually tricked fashion influencers into purchasing $20 shoes for $600!
The fake store was called "Palessi" and those who attended were shook when they found out they paid way too much for a pair of Payless shoes.
Ultimately their goal was to make customers aware that the Payless is a place to shop for affordable fashion that also happens to looks good.
Watch "The Payless Experiment" below: