Have you ever noticed how fashion designers use unique ads and promotions to create buzz?  You sometimes even think they are a bit odd, but the fashion press eats it up.  Everyone kind of does the same things to get their name out.  They have a look book, a press party,  maybe a fashion show if they can afford it.  But, when someone does something out of the box people notice it.  This is what sells news.  There are a few that stand out in my mind.
KARL LAGERFELD STAGES CHICEST SUPERMARKET EVER AT CHANEL

Last year Karl Lagerfeld created a faux supermarket and sent his Chanel dressed models in to pretend they were shopping.  That was how he presented his fall collection.  The audience ate it up.  It was tongue in cheek and just plain fun.  The articles abounded and everyone was talking about Chanel.
“The supermarket concept was brilliant as it put fashion into real life,” French actress and singer Vanessa Paradis, previously the face of Chanel’s Coco perfume and lipstick, told Reuters after the show.
What was really brilliant was how Lagerfeld used an unconventional idea to create buzz!
 
ADIDAS CUSTOMERS SHOP IN A GIANT SHOEBOX

 
This pop up store was opened for three days in January 2014 in London.  It was designed to celebrate the launch of the company’s Stan Smith collection, the store included “an interactive floor, a digital ‘Stan Yourself’ station, and a 3D printing post.”  Considering that they have sold more than 40 million pairs of this brand I would say that this concept created lots of buzz.
GILLY HICK’S ADS CREATES CONTROVERSY

 
This ad ran last year.  Not only was it featured in the ads they paid for, but they received additional placements in editorials where writers spoke about it.  Talking about getting “a lot of bang for you buck”.
Consider doing something creative to create buzz around your brand.  With everything looking the same standing out should be the goal.