Not aware of a Payless comp to this. They did have a campaign where they put their cheap shoes in a luxury pop-up store and had influencers gush about the high quality products which was pretty funny.

There’s a famous case study where JC Penny launched a big campaign where they wouldn’t put people thought the rat race of sales and coupons and just offer the best price at all times. Almost bankrupted them. Turns out people want the rat race.

Is there a source on this? Not that I don’t believe it, I’m sure this is exactly what’s going to happen, but if I bring it up in conversation saying “I saw it in a meme” will deflate the argument.