As New York Fashion Week unfolds this week, couture hubbub has been rampant in the Big Apple --- and among those paying attention is Marshalls, an apparel retail chain that wants to remind the general public that it should not be overlooked by trend-setters who revel in flaunting the latest in stylish attire.

Generally, shoppers associate Marshalls with bargains. Along with sister chain T.J. Maxx, Framingham-based Marshalls says its roughly 880 stores sell much of the same apparel that can be found in tony department stores, only at lower prices.

To underscore its commitment to designer duds, Marshalls is launching its first-ever “Fabulous Found Fashion Tour.” Plans call for the event to feature “pop-up fashion shows, virtual dressing rooms, giveaways, and more,” Marshalls said in a media advisory.

This clothes-horse road trip is scheduled to make stops in such cities as New York, Chicago, Los Angeles, Dallas, and Miami. (Hub fashionistas will want to circle Sept. 19. That’s when the tour is set to visit Boston’s Boylston Plaza at the Prudential Center, Marshalls said.)

Savvy bargain hunters know that stores like Marshalls are good places to find good deals on last year’s fashion left-overs. But one objective of this promotional tour is to emphasize to shoppers that they can count on finding this year’s fashions at Marshalls as well.

“What’s great about Marshalls is that we have what people are looking for in stores now,” Marshalls spokesperson Sonya Cosentini said in a statement. “Whether it’s this season’s must-have blazer or printed denim, or a fabulous pair of designer boots, we’re showing shoppers the amazing on-trend, brand name fashion available right now at Marshalls for less.”

The Marshalls (and T.J. Maxx) formula of offering real-time fashion on the cheap seems to be working.

TJX Cos., the corporate parent of Marshalls as well as of T.J. Maxx and HomeGoods, recently reported August sales of $1.9 billion, up 10 percent over the comparable four-week period in August 2011.