Palessi

1.  Payless is a discount shoe store.
2.  Their shoes are not expensive.
3.  They wanted to show that their shoes were as good as luxury brand shoes.
4.  They made a fake high-class store in a luxury mall.
5.  Fashion experts came and paid up to ten times more than the the original  price.
6.  The experts were impressed with the shoes’ style and quality.
7.  Payless made their point.