HUGO BOSS, the German premium fashion brand has announced it has appointed SapientNitro, part of the Publicis.Sapient platform, as its new global digital lead agency.

Together, both partners aim to enhance the omni-channel experience for consumers and redefine how content and commerce can be merged across channels.

Hugo Boss senior vice president global communication Gerd von Podewils 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, the multiple paths to purchase of today’s customer.”

SapientNitro global chief strategy officer and SVP Europe Nigel Vaz added, “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 personalized 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.”

At the core of the partnership, SapientNitro will run the brand’s digital platforms, including the primary website www.hugoboss.com.