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.