…ly walks into that gala opening with expectations of encountering and conveying a particular image. If the influencers knew what to look for in quality footwear—stitching, leather quality, heel construction—they would have spotted inexpensive shoes from a mile away. But because the image was so perfect, they fell for both the image that was projected and the image…
That didn’t stop at least one of them (on camera in the extended version of the commercial) claiming to be able to tell the materials and construction were high-quality.
More than anything else, the Payless/Palessi incident wasn’t about branding (which most retail-savvy consumers already understood) but rather about the utterly inane and vapid sensibilities of internet “influencers” who have -zero- clue what they’re talking about, but they take a pretty Instagram picture.