In the competition for one of the greatest German brand prices, the German Brand Award, the Zweibrücken Fashion Outlet was able to convince the top-class expert jury with its brand competence and result in the winner of the “Brand Strategy and Creation-Brand Communication-Classic Campaign” category. Initiated by the Council for Design, the award is one of the most important honors for outstanding brand management in Germany and as a unique appreciation of the most successful German brands and brand makers.
“We are very happy about this renowned award, which underlines our strategic orientation as a modern premium outlet destination. We understand our brand communication as a holistic experience – across events, cooperation, content and design. Our goal is to make the Zweibrücken Fashion Outlet noticeably and emotionally experienced – for guests, partners and the industry,” so center, so center Director Uli Nölkensmeier.
New standards for shopping and lifestyle
The Zweibrücken Fashion Outlet has established itself as a significant lifestyle location in recent years. In addition to the wide portfolio of over 120 premium brands from different areas, the traditional outlet concept is expanded by cultural and interdisciplinary offers, events, media and relevant partnerships. The regular events, such as pop-up stores, targeted campaigns and international themed weeks, offer added value for (family) leisure and at the same time strengthen emotional brand loyalty.
An essential part of the successful international brand strategy are strategic partnerships that go far beyond fashion. The close cooperation with the new brand ambassador Rebecca gives me additional radiance. The fashion icon and moderator represents the unique lifestyle character of the outlet and strengthens the emotional bond with the brand. Additional cooperations with content creators and brands from different areas, such as fitness, art, gastronomy, make a decisive contribution to positioning the Zweibrücken Fashion Outlet as a dynamic and modern brand. This included the exclusive event format with the luxury and lifestyle magazine Gala, within the framework of which a glamorous Xmas Late Night Shopping with prominent guests took place. The versatile event offer is rounded off with top -class concerts, such as Sarah Connor, autograph sessions and attention -based action formats, such as the Black Week, which recently led to record visitors in the history of the outlet. This connection of fashion, stars and experiences is part of a strategically oriented brand work that positions the Zweibrücken Fashion Outlet as modern, diverse and high -quality destination.
With its clear positioning and credible differentiation in the market, Zweibrücken Fashion Outlet was able to successfully assert itself against the competition at this year’s German Brand Award. The jury, consisting of experts from business, science, advice, service and agencies, convinced the attention to the attention of 360 ° campaign. The lead agency PR + press agency Text sister from Düsseldorf, which has been responsible for Zweibrücken Fashion Outlet since 2024, is responsible for the brand management of the center.