New York (CNN Business) Who would be willing to pay upward of $500 for Payless shoes?

Hoodwinked social media influencers, that's who.

Payless, a brand known for budget-friendly shoes, opened a fake pop-up store called "Palessi" in a Los Angeles mall and invited influencers to the grand opening. The store was stocked with Payless shoes in disguise.

"I would pay $400 or $500," a woman says in a TV ad, holding a pair of $19.99 sneakers. Another shopper calls the Payless shoes "elegant and sophisticated."

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