If you've passed Payless ShoeSource, you know that it's about the aesthetics of the optometric office. It also has the scent and the lense of LensCrafters, and for any reason, in 2006, has changed its logo from a funky orange-black-yellow bubble situation (beautiful!) To an orange-pale-blue 90's robo-font. Like a computer manual.
Payless ShoeSource, of course, sells affordable shoes, carrying brands such as Champion, Airwalk, SmartFit and Dexter, as well as the lower prices of exclusive paid versions of the brand American Eagle and Christian Siriano. It's not cool, and that's exactly what it was, but it popularized the concept of "buy, release" during its peak in the '90s, so it has a place in the hearts of suburban moms and young professionals everywhere.
Now, it seems, the company is a bit salty about that unimpressive reputation. As AdWeek reported, Payless recently (anonymously) called on a bunch of influential people to open a new luxury Palessi retail chain in the former Armani store shell. It was full of $ 20 and $ 40 boots, but apparently the setting and fake Italian sound had been confused by people, and they were willing to pay hundreds of dollars for shoes (in what looked like some sort of auction situation).
The highest bid was allegedly $ 640, or 1.800 percent of the original shoe price, and Payless pretended to call more than $ 3,000 worth of shoes before revealing fear and recording everybody's face for a series of commercials that would run on television and all social channel marks during the holiday season. I have you!
Doug Cameron, chief creative officer of DCX Growth Accelerator, Payless agency, joined the spy partner, told AdWeek: "Payless customers shared a pragmatic point of view, and we thought it would be provocative to use that ideology to trigger today's image – a conscious fashion culture of influence. "Also referred to as a" social experiment ", which is a language that is not interested outside horror movies.
But let's go back to "today's cultural cult fashion consciousness of the picture". Payless did not go past hundreds of stores last year and resigned for bankruptcy 11 only because users began listening to people at Instagram. First and foremost is a victim – one of many – buyers who have chosen to buy brick and mortar online and Amazon zapos zappos. She was also a victim of her own refusal to stop looking like an optometric office.
I knock on Payless! Or, I am, but not from the position of fashion influencer. I buy almost all my shoes from Target or Payesse because I have pretty shocking big legs for a woman and almost no other stores that carry my size. It's okay, and I do not care. It is so important to me that my shoes are beautiful, and that is probably a kind of customer they should have because what they sell are not good shoes at an affordable price. And when I have to replace them, I was not offended because I knew what I did by buying them in the first place.
The weird thing about this joke is the awesome Instagram, which has 203 followers. What is weird is what tells us about how Payless is thinking about the general market of people who buy shoes – most people do not understand the value, price, and packaging, and do not think about what's going to cost you something they cost, but only gravitate towards status symbols impulsively. I would argue that most people think about money almost all the time?
Do not be dramatic, but anyone I know will share the cost of a new sweater with the number of times I can imagine, then send cost and benefit analysis to 15 of your closest friends, along with their GP, before buying it. Millennials are the most demographic of coupon cutters!
Earlier this month, Vox's Chavie Lieber discussed the future of "luxurious innocent" with CEO of Italic, a company that sells leather jackets and sunglasses and bags from factories that produce products for designers such as Gucci, Prada and Celine, but without cultural sender, and a fraction of the cost.
One Facebook ad resulted in a waiting list of 100,000 people. One of the investor companies, Daniel Gulati, a partner at Comcast Ventures, told Vox: "Grandparents can mark a purse for a thousand percent coming to an end, because more customers point to value."
Italic is not alone, as Chavie wrote: "Tina Sharkey and Ido Leffler have taken great strides to discuss the future of branded products, and have received $ 240 million in funding SoftBank's Fund's Vision, demonstrating that the concept has enormous potential. "
Payless is not totally insignificant; they are a trademark. The brands they have do not attract a demographic image that they seem to want. Maybe that's not the customer's fault.
Last year, Suave pulled out a similar sphere like Payesse, sending Cheryl Wischhover with a new luxury item called "evaus". It was Suave's back, and there was a pale peach packaging that inspired Glossier. It's the same joke: You did not buy our affordable and good products because you were not fascinated with our packing, idiot.
"Questions about packaging and design," Cheryl said. "Suave's packaging is really pure." If we're so stupid not to buy Suave (which I, too!), That means they are really very, very bad in sales.
"Why Does Suave not repackage her products to be more attractive and look more successful?" Cheryl asked. "While we're on it, change of name is probably also OK." Suave "is the word you'd find in a romance novel from the 1980s." Amazing. I suggest "Goop".
I suggest raising a carpet in Payless and installing some nice wine.
Payless CMO Sarah Couch told Adweek that Palessia's goal was to "remind consumers [Payless is] still a relevant place to buy affordable mode. "But the only people they called were the influences! Remind me me, with the return of the BOGO coupon.
Want more stories from The Goods by Vox? Sign up for our newsletter here.