By now, you’ve probably seen the fascinating marketing experiment by Payless ShoeSource. The company opened “Palessi” in a swanky Los Angeles storefront, took a selection of shoes priced at less than $40 and placed them on elegantly designed, well-lit shelves common in high-end boutiques.
Payless then invited social media influencers and fashion critics to a VIP event celebrating the grand opening of “Palessi,” where guests raved about the quality, comfort and design of the shoes. One influencer even forked over $640 for a pair of $40 boots!
With a fancy-sounding Italian name, prestigious address and boutique-like atmosphere, inexpensive shoes could indeed sell for luxury prices.
Priority Marketing won’t ever help clients trick their customers into overpaying for an item, but we do help market their product in the best light. That could be colorful packaging, a new logo or a splashy redesigned website. It’s all about portraying a positive image that makes your product or service desirable, and ultimately sell.