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In 2018, Payless Shoe Source conducted a bold marketing experiment by unveiling “Palessi,” a fictional luxury shoe store in Santa Monica, California. The company transformed a former Armani store into a high-end boutique, stocking it with their regular budget-friendly shoes cleverly rebranded under the Palessi name. To enhance the illusion of exclusivity, Payless partnered with the advertising agency DCX Growth Accelerator to create an opulent ambiance, featuring gold mannequins and extravagant
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19K views · 222 reactions | Payless, a brand known for budget-friendly shoes, opened a fake pop-up store called "Palessi" in a Los Angeles mall. The store was stocked with Payless shoes in disguise. One shopper spent $640 for a pair of boots. CNN Business: https://trib.al/Lf4x5Ge | Morning Express with Robin Meade | Facebook
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