Popular affordable footwear brand Payless to reopen stores in US
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Founders Vault on Instagram: "In 2018, Payless ShoeSource launched a daring marketing experiment by introducing “Palessi,” a fictitious luxury shoe boutique in Santa Monica, California. The brand transformed a former Armani store into an upscale showroom, stocking it with their regular, affordable footwear — now rebranded under the elegant Palessi name. To complete the illusion of exclusivity, Payless collaborated with the advertising agency DCX Growth Accelerator to design a lavish atmosphere,
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