This is one of the most clever advertising gimmicks ever! Payless Shoesource filled an empty Armani store in Santa Monica,CA with their discount footwear then put up a sign reading Palessi (that should have been a give away) they then invited some fashion influencers to a party at the store where they proceeded to sell $20 shoes for hundreds of dollars all the while filming the event including when the customers were told they had just purchased Payless fashion shoes. They then refunded the money and are using the videos complete with testimonials from the surprised fashionistas to advertise online and TV! I'll be watching for those ads!
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