Payless' Palessi Pop-Up Showcases Ridiculous Influencer Culture
Justin Lam — December 4, 2018 — Marketing
References: ndtv & luxurylaunches
Payless ShoeSource is often considered to be the epitome of cheap and affordable footwear, but its latest Palessi pop-up store ramped up the prices to prank its many customers. Housed in a former Armani store, the Palessi pop-up came stocked with regular footwear, but with a hefty pseudo price of $500 and up. To ensure that this store appeared real, Payless created a Palessi Instagram profile, a website, and also invited a host of social media influencers to attend the so-called inaugural event.
The customers that attended the Palessi pop-up event were each asked questions of how much they thought the shoes were worth and this is when Payless finally revealed the big prank. Described as a "social experiment" by Payless, this unique pop-up experience was meant to share a pragmatist point of view while also challenging "today’s image-conscious fashion influencer culture.”
The customers that attended the Palessi pop-up event were each asked questions of how much they thought the shoes were worth and this is when Payless finally revealed the big prank. Described as a "social experiment" by Payless, this unique pop-up experience was meant to share a pragmatist point of view while also challenging "today’s image-conscious fashion influencer culture.”
Trend Themes
1. Prank Marketing - Disruptive innovation opportunity: Brands can create attention-grabbing marketing campaigns by pranking their customers and challenging established consumer perceptions.
2. Influencer Culture Critique - Disruptive innovation opportunity: Businesses can capitalize on the backlash against influencer culture by creating experiences or products that offer a critical perspective on societal trends.
3. Authenticity in Branding - Disruptive innovation opportunity: Companies can focus on building genuine connections with customers by valuing authenticity and transparency in their branding strategies.
Industry Implications
1. Retail - Disruptive innovation opportunity: Retailers can leverage experiential marketing techniques like pop-up stores to engage customers and create buzz around their brand.
2. Fashion - Disruptive innovation opportunity: Fashion brands can experiment with unconventional marketing tactics to challenge existing industry norms and spark conversations.
3. Social Media - Disruptive innovation opportunity: Social media platforms can adapt to changing consumer behavior by promoting authenticity and genuine content over superficial influencer culture.
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