Wanda Gierhart, chief marketing officer at Neiman Marcus, as well as member of Retail Online Integration’s Top Women in Omnichannel Retail for 2011, shared why the luxury retailer chose music to help enhance its brand in this interview with Adweek.

“The ‘Make Some Noise’ platform is about bold women and bold voices in music, tech, film, business and more,” Gierhart said. “Of course, music is a particularly powerful expression of the platform, so maybe we’ve leaned into that a little heavily.”

In addition to showcasing its Make Some Noise program at SXSW, Neiman Marcus has started using emerging female artists in place of models in its ad campaigns. Gierhart goes on to explain that she has every intention of integrating the Make Some Noise initiative into multiple aspects of the the brand.

“We started at SXSW three years ago with a very feminine respite — a place to plug in and unplug. We offered refreshments and even yoga classes. Last year, we brought the campaign to life with great speakers and music talent. We created the campaign in conjunction with CAA Marketing. We have partners like Atlantic Records, which is providing incredible music talent. In addition to the music, there will be a commerce aspect to Neiman’s presence at SXSW. The retailer’s “Make Some Noise” house at the music, film and interactive conference and festival will feature a shoppable showroom powered by Visa Checkout, which will enable visitors to digitally purchase fashions, accessories and cosmetics.

“Over the next three years, our goal is to embody ‘Make Some Noise’ in every facet of our business, from e-commerce to social platforms, from stores to merchant teams, and everything in between,” Gierhart noted.

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