The news: Nordstrom kicked off its 125th anniversary with events in New York City and Paris and will continue the celebration yearlong with brand activations and marketing campaigns, including:

• Exclusive products and experiences with Chanel, Christian Louboutin, Manolo Blahnik, and Tory Burch
• Collaborations with Ugg, Birkenstock, Nike, Adidas, and On
• A limited-edition capsule of tote bags, charms, sweatshirts, and archival designs by longtime collaborator Ruben Toledo
• An expanded Anniversary Sale featuring sweepstakes, wish-list giveaways, and perks like $1.25 coffee at Nordstrom restaurants during the event
• Loyalty offers and 125 “standout deals” at Nordstrom Rack in September

Later this year, the retailer will roll out a TV and social campaign spotlighting customer stories and its Seattle roots. The approach aims to reframe the anniversary not solely as a corporate milestone but as a community celebration reinforcing the retailer’s ties to the neighborhoods it serves.

Implications for department stores and other retailers: While there is no shortage of discussion about the challenges facing department stores, Nordstrom’s multipronged anniversary campaign demonstrates how retailers can reassert what sets them apart—and why they still matter.

The strategy highlights how to differentiate assortments and generate buzz in a crowded marketplace. When consumers have countless options for discounts and convenience, retailers must offer a compelling reason to choose them.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.