After two awards last year: Takko Fashion nominated again for the German Brand Award

After receiving two awards last year, the quality discounter Takko Fashion has once again been nominated for the German Brand Award 2023. With this award, the German Design Council rewards the best achievements in brand management and honours the brands and the people responsible behind them.

• Takko Fashion is nominated for the German Brand Award 2023 in the category "Excellence in Brand Strategy and Creation" with the interactive social media format "Mystery Challenge"
• The nominated shopping event, which was played out in a multi-part series via Instagram, created awareness for the new store design and the fashionable styles of the company. It also highlighted the interconnectedness between off- and online business
• The Mystery Challenge was conceived as part of the fashion company's 40th anniversary and involved customers in the celebrations. It was broadcast via social media in September 2022

The German Design Council and the German Brand Institute have nominated Takko Fashion's "Mystery Challenge" in the category "Excellence in Brand Strategy and Creation" for the German Brand Award 2023. The Mystery Challenge featured four shopping teams in a multi-part Instagram series competing against each other to create an outfit around a secret It-piece in a given time. The entire event was exclusively accompanied by well-known influencers such as a Takko Fashion Ambassador, who judged the contestants' styles. The series was shared on the fashion retailer's Instagram and Facebook channels.

New store design meets digital: "With our Mystery Challenge, we transported the feel-good shopping experience from our store to the digital world," explains Manuela Holler, Senior Director Marketing & E-Commerce at Takko Fashion. The shopping teams were cast via social media and the Instagram community could vote for their favourite during the event. In addition, the surprise call to the winner of the shopping challenge was shared live in an Instagram story of the fashion company. In this way, Takko Fashion created awareness for its new store design and linked the offline shopping experience with its online shop via social media. The concept for the Mystery Challenge was developed by the agency Elbkind Reply in Berlin, the videos were produced by Stella Viedt.

Last year, Takko Fashion was twice named German Brand Award Winner for its Instagram live shopping event and the digital brand launch of its own brand ever.me. "The renewed nomination is a great success for us, which appreciates the work and commitment of our team," adds Holler.

The German Brand Award 2023 is divided into two disciplines, with the strongest campaigns, concepts and strategies from individual disciplines being honoured in the "Excellence in Brand Strategy and Creation" discipline. The evaluation of the submitted projects is based, for example, on the criteria of independence and brand distinctiveness, differentiation from the competition as well as target group relevance. Aspects such as sustainability, degree of innovation, continuity and future viability will also be taken into account. The German Brand Award 2023 will be presented in June.