The $20 Shoe That Sold For $600

The storytelling behind a product that sold for 30 times its original price. Watch the full video — free, no account needed.

What this video covers

The storytelling behind a product that sold for 30 times its original price. It explores how to craft compelling narratives that drive demand and value.

Transcript

We built a fake luxury [music] store, filled it with avant-garde sculptures and displays. We even hired a full team [music] of sales associates. Then we filled all the shelves with Payless shoes and jacked up our prices as much as 1,800%. [music] And finally, we gave it what you might call a fancier name. Welcome to Palessi. >> Palessi is just such high quality, high fashion. It's taking your shoe game like up to the next level. >> Very very you know European, very you know [music] upscale. >> The guests at the Palessi grand opening party had no idea any of these [music] shoes were from Payless. >> It looks really well made. I love a heel that's kind of chunky cuz it means you can like jump up and down, do some back flips maybe. >> It's a stunner. It's one of those shoes that you're just going to get compliments on over and over again. >> Elegant,

[music] sophisticated, and versatile. >> For me to experience this as a Italian designer is amazing. >> definitely wear this to like a Met Gala dinner. >> I just think it's so unique. >> I would definitely spend $295 on a pump like this. >> I would pay like three, four hundred dollars for these shoes for sure. >> I'd probably spend about 500 [laughter] on this. >> Compliments are great and all, [music] but would these fashionista influencer types open up their wallets for our shoes? We watched from [music] room backstage as our first customer approached the register. We all celebrated the first sale. But then, we witnessed more and more shoes selling. Shoes sold for 250, 400, [music] and even 600 dollars. But before any of them left, we let them know the [music] shoes were actually from Payless. >> What? No way. >> You've got to be

kidding me. >> Shut up. Are you serious? >> No.

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•By Alejandro Cremades