Few are willing to pay more for the idea that something is exclusive, meager and, therefore, luxury. In fact, this is what the American store used Payless.
In fact, the creation of a website and an Instagram account was enough for a shoe company to hook on a group of influential people on social networks who decided to attend the inauguration of a nonexistent new store. Moreover, at least one of them paid up to 640 dollars (about 430 thousand Chilean pesos) for shoes that are really very cheap.
In CNN, they report that everything was part of a viral campaign that motivated the creation of a false new luxury store called Palessi, which was located in a shopping center in the city of Los Angeles. For the grand opening, 80 influential players were invited, the shelves were filled with cheap shoes without a fee, prices were increased under the illusion of exclusivity, and the rest of the story was two days after the false inauguration.
Among the comments of influential participants could get stories about the "exquisite" shoes presented in the store, and even stated that they would pay up to $ 500 for shoes that actually do not exceed $ 19.99 (about $ 13,500 of weight).
In total, the store managed to sell $ 3 thousand. Dollars for both days, but all the money was returned to the influencers. Even at Payless, they allowed rooted influential people to stay with their shoes and pay them a small amount for being present. And, obviously, the company won a commercial back, to show that their affordable shoes are also fashionable.