Discount shoe brand Payless proved in a recent experiment that people will pay high prices as long as the product is packaged right.
Taking over a former Armani store in Santa Monica, the brand stocked it with their $19.99 pumps and $39.99 boots. They then invited groups of influencers to the store, dubbed “Palessi,” to elicit their opinions of the “designer” wares. Visitors said they would pay as much as $640 for a pair.
“Palessi” sold $3000 worth of products in the first few hours of the stunt, but ultimately gave the visitors their money back and the shoes for free.
Doug Cameron, chief creative officer for DCX Growth Accelerator, the agency that worked with Payless on the campaign, said,
[We]wanted to push the social experiment genre to new extremes, while simultaneously using it to make a cultural statement. Payless customers share a pragmatist point of view, and we thought it would be provocative to use this ideology to challenge today’s image-conscious fashion influencer culture.
As marketers, this demonstrates the importance of product presentation. A good product will not sell well if it is not presented well; that’s why it’s vital that you present your product well, whether you’re writing product copy, designing packaging, or cultivating your online presence.