In 2018, Payless ShoeSource conducted a groundbreaking experiment to alter perceptions of brand value by launching ‘Palessi,’ a faux luxury brand. Partnering with DCX Growth Accelerator, they installed a lavishly designed storefront in Santa Monica, complete with high-end aesthetics to create an illusion of exclusivity. At the grand opening, influencers and shoppers mistook Payless products for luxurious items, with prices marked significantly higher than usual. Following the experience, Payless revealed the true nature of the products, returning money but allowing consumers to keep their purchases, effectively demonstrating how easily perceptions can be manipulated.
The idea was to challenge consumer perceptions about brand value by presenting Payless shoes as luxury goods through an elaborate marketing experiment.
By creating the Palessi brand, Payless effectively blurred the lines between high and low fashion, highlighting the folly behind perceived value and branding.
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