Payless pulls a fast one on social media influencers

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Payless pulled a fast one.

The shoe store chain opened a fake luxury store to see how much people would pay for $20 shoes.

The answer? A lot.

The company took over a former Armani store and sold its shoes at inflated designer prices of $200 to $600. And, they sold about $3,000 worth of shoes within a few hours.

Payless eventually refunded the shoppers their money and plans to use the video testimonials in TV ads.

Online response has ranged from congratulatory to accusatory.