A prank on High prices for Shoes
The prank was planned by DCX, which is an advertising company. They managed to rent a space inside the former Giorgio Armani store at Saint Monica for six days. The company organized a prank advertisement ahead of the holiday season with great anticipation that the majority of the people will get attracted to their publication. The primary item was the shoe, named Palessi. The shoe was said to have been designed by an Italian y the name Bruno Palessi who was not existing in the real world. The preparations for the prank was well organized with luxurious looking, they hanged white shopping bags, installed a statue, and decorated their place with gold mannequins. They also hired unique designers who assisted them in creating an authentic outlook of the launch party.
They offered shoes with considerable discounts, especially to their retailers and other customers. They wanted to attract more buyers using their technical, expensive, and attractive form of advertisement. They aimed to get the attention of the new buyers and to be known as the company that sells quality shoes in fashion. According to their marketing officer, Sarah, she said that they wanted most of the buyers to consider payless and identify their company as more than just a shoe store. Philip Graves also added that most of the people who buy items are not able to determine the quality and the value of items they purchase by looking. Most of the buyers take into consideration the value of the prices as a measure of the quality of an item. From the results of the prank scenario, payless shopping was experienced to be growing fast than a regular store. Despite that, stores are also a significant part of business; they need to be well equipped with digital marketing elements for it to be more productive and efficient.