1. February 2016

HUGO BOSS sets out its digital vision for 2016, appointing SapientNitro as its new digital lead agency

Press Releases – Corporate

HUGO BOSS sets out its digital vision for 2016, appointing SapientNitro as its new digital lead agency


Metzingen, February 1, 2016. HUGO BOSS today announced that SapientNitro has been appointed as its new digital lead agency. Together, both partners will enhance the omnichannel experience for consumers and redefine how content and commerce can be merged across channels.

Gerd von Podewils, Senior Vice President Global Communication at HUGO BOSS, said: "With SapientNitro we have appointed a partner that represents our global approach to creating compelling brand experiences and consumer journeys, 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, reflecting the multiple paths to purchase of today’s customer."

Joachim Bader, Vice President Central Europe at SapientNitro, said: "The appointment of SapientNitro as HUGO BOSS' digital agency is an important step for both partners. What was separated before – e-commerce and an exciting brand experience – will join forces in a unique and highly personalized hub page concept in the future. We will bring the brand's strong physical presence globally far closer to the increasing number of customers who experience fashion digitally."

At the core of the partnership, SapientNitroSM, as part of Publicis.Sapient, will further develop the brand's digital platforms, including the website hugoboss.com.


Further information on HUGO BOSS can be found at hugoboss.com.


If you have any questions, please contact:

Dr. Hjördis Kettenbach
Head of Corporate Communication
Phone: +49 7123 94-2375
Fax: +49 7123 94-80237

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