American Apparel sells some crazy stuff. Pinstripe bloomers and gold high-waist tights.
I don't know who buys it.
But I know that thousands of people walk by the store windows every day and ask "Who would buy that?!" — and remember the store.
And thousands of people email a link to their friends asking "Who would buy that?!" — and remember the website.
Then everyone buys a plain T-shirt and the rest of the normal merchandise.
Lesson: A little outrageousness gets people to notice your regular stuff.