Payless sold discount shoes at luxury prices — and it worked

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LOS ANGELES (AP) — Payless taught fashion influencers a lesson about shoes by opening a fake store that sold Main Street shoes at Madison Avenue prices.

Payless ShoeSource held a launch party in Los Angeles for the bogus label Palessi and invited the fashionistas to sample the merchandise. Payless posted a video of what happened on Facebook.

The VIP shoppers paid as much as $645 for shoes that sell from $19.99 to $39.99 at Payless. The store rang up $3,000 before Payless came clean with the reveal.

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One shopper exclaimed, "Shut up! Are you serious?"

The pranked shoppers got their money back and were allowed to keep the shoes.

Their reactions will be featured in a series of commercials.