Budget shoe chain Payless had a viral moment last week when it got fashion influencers to pay hundreds of dollars for $40 shoes by crediting them to a fake luxury designer, "Bruno Palessi." Payless Chief Marketing Officer Sara Couch told Cheddar Big News on Monday that she wasn't surprised the stunt worked. "I walk around in a pair of Payless shoes and I get people say, 'Those are Payless? Really?'"