Payless Shoesource pranked VIP shoppers into paying markups of up to 1,800 percent for the bargain retailer's shoes as part of a viral advertising campaign designed to shift consumers' perceptions of the brand. Creating a fake luxury brand — Palessi — Payless built a temporary store and filled it with fashionistas. So-called fashion influencers – essentially trendsetters that regular consumers look to for style cues — paid up to $645 for footwear that usually retails for between $19.99 and $39.99, the company said. The fashion insiders were captured remarking on the quality of the shoes' design and fabrication – before...