Hugo Boss names SapientNitro lead digital agency

German fashion brand Hugo Boss has announced it has appointed SapientNitro as its lead digital agency. The Publicis Sapient agency has worked on the brand in the past (see image above).

 

The new partnership is aimed at enhancing the omni-channel experience for consumers and redefining how content and commerce can be merged across channels, informed an agency statement. SapientNitro will run the brand’s digital platforms, including the website hugoboss.com, it added.

 

Gerd von Podewils, SVP, global communication, Hugo Boss, said, “With SapientNitro, we have appointed a partner that represents our global approach to creating compelling brand experiences, driven by state-of-the-art technology. The ongoing digital revolution confirms our decision to transform from a vertically integrated retailer, to a data-and-experience-driven fashion brand.”

 

Nigel Vaz, global chief strategy officer and SVP Europe, SapientNitro, said, "The appointment of SapientNitro as Hugo Boss’ digital agency is an important moment for both partners. What was separated before – e-commerce and an exciting brand experience – will join forces in a unique and highly personalised hub page concept in the future. We will bring the brand's strong, global, physical presence far closer to the increasing number of customers who experience fashion digitally."