Neiman Marcus rocked the house at last year's SXSW—and the luxury retailer returns to Austin, Texas, this year as part its "Make Some Noise" initiative, celebrating women who "rock" in their respective fields. The program, which runs March 18-20, will feature panel discussions by day and performances from cutting-edge artists by night. Neiman's SXSW activation last time around generated more than 80 million impressions overall—27 million in the press and 53 million on social media. Rolling Stone magazine heralded two performances from the 2014 Neiman program—by Charli XCX and Chromeo—among the festival's top shows. In addition to the SXSW project, the retailer's ad campaigns have employed emerging female artists in place of models. Neiman Marcus Group CMO Wanda Gierhart chatted with Adweek about the push to engage young female consumers and to make the brand relevant to the next generation.