Nordstrom is launching a direct marketing campaign to promote their new partnership with Topshop. They will hold exclusive fashion show events to debut never-before-seen Topshop products and give away free gifts from the collection. The goal is to increase loyalty program signups and sales by attracting new customers and showcasing limited edition items. Nordstrom will communicate the events through invitations, magazine ads, and social media to drive people to sign up for their loyalty program and purchase from the new Topshop line.