It was also a victim of its own refusal to stop looking like an optometrist’s office. It was primarily a victim - one among many - of customers choosing online shopping over brick-and-mortar, and of Amazon owning Zappos. Why not bring it back? UIG/Getty Imagesĭoug Cameron, chief creative officer of the DCX Growth Accelerator, the agency Payless partnered with for the stunt, told AdWeek, “Payless customers share a pragmatist point of view, and we thought it would be provocative to use this ideology to challenge today’s image-conscious fashion influencer culture.” He also referred to the stunt as a “social experiment,” which is language I do not care for outside of horror movies.īut let’s go back to “today’s image-conscious fashion influencer culture.” Payless didn’t close hundreds of stores and file for Chapter 11 bankruptcy last year just because customers started listening to hot people on Instagram. Gotcha! The old Payless logo, very ’90s, very back-in-style.
#Prank store series#
The highest offer was reportedly $640, an 1,800 percent markup from the shoe’s original price, and Payless pretended to ring up more than $3,000 worth of shoes before revealing the prank and recording everyone’s faces for a series of commercials that will run on TV and all of the brand’s social channels throughout the holidays.
#Prank store full#
It was full of $20 heels and $40 boots, but obviously the setting and the fake Italian-sounding name confused people, and they were willing to pay hundreds of dollars for the shoes (in what seems like some kind of auction situation). As reported by AdWeek, Payless recently (anonymously) invited a bunch of influencers to the grand opening of a new luxury retailer called Palessi, in the shell of a former Armani store. Now, it seems, the company is a little salty about that unglamorous reputation. It is not cool, and that’s just the way it is, but it did popularize the concept of “buy one, get one free” during its peak in the ’90s, and so it holds a place in the hearts of suburban moms and young professionals everywhere.
Payless ShoeSource, of course, sells affordable shoes, carrying brands like Champion, Airwalk, SmartFit, and Dexter, as well as lower price-point Payless-exclusive versions of American Eagle and Christian Siriano brands. It also has the smell and carpeting of a LensCrafters, and for whatever reason, in 2006, changed its logo from a funky orange-black-yellow bubble letter situation (gorgeous!) to an orange-and-pale-blue ‘90s robo-font. If you have been to or walked past a Payless ShoeSource, you know it has roughly the aesthetics of an optometrist’s office.
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