Nov. 30 (UPI) -- Payless Shoesource filled a fake luxury store with its discount footwear and sold to "fashion influencers" for hyper-inflated prices.
The chain said it took over the former Armani store in Santa Monica and labeled it "Palessi" before filling it with Payless shoes with inflated price tags and inviting social media fashion influencers to a party at the store.
Partygoers shelled out hundreds of dollars for shoes that normally retail for between $20 and $40 at Payless.
Payless shared video of the party-goers reacting to being told the shoes they had just splurged on were actually discount stock.
The store said it was aiming to show its products are more fashionable than their regular prices might indicate. The "Palessi" customers were refunded for their purchases, while their testimonials are being used for online and TV advertisements.