There are some who are willing to pay more just for the idea that there is something exclusive, rare and, therefore, luxury. Actually, that is what US stores use No pay.
In fact, creating a website and Instagram account is enough for footwear companies to connect a group of social media influencers, who decide to attend the inauguration of new stores that don't exist. In addition, at least one comes to pay up to $ 640 dollars (around $ 430 thousand peso Chile) for shoes that are really very cheap.
On CNN they reported that everything was part of a viral campaign that motivated the creation of a fake new store called "Palessi", located in a shopping center in the city of Los Angeles. For the opening, 80 influencers were invited, shelves filled with cheap Payless shoes, prices increased under the illusion of exclusivity and the rest was history in two days of fake inauguration.
Among the influencers' comments, it is possible to capture stories of "sophisticated" shoes presented to the store and even claim that they will pay up to $ 500 for footwear that actually does not exceed $ 19.99 dollars (about $ 13,500 pesos).
In total, the store managed to sell $ 3 thousand dollars for two days, but all the money was returned to the influencer. Even in Payless, they let persuaded influencers stay with their shoes and pay them in small amounts because they were present. And, of course, the company won the ad again to show their affordable shoes were also fashionable.