Global fashion brand Hugo Boss is working alongside SapientNitro, as it looks to bring a range of new digital offerings to market over the next 12 months.

As its new digital lead agency, SapientNitro – which is part of the Publicis.Sapient platform – aims to merge content and commerce, with the ultimate aim of enhancing the experience for consumers across all the business's channels.

At the heart of the partnership, SapientNitro will run the brand's digital platforms, which includes primary website hugoboss.com.

Gerd von Podewils, senior vice president for global communication at 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, the multiple paths to purchase of today's customer."

SapientNitro clients include Coca Cola and US retailer Target, while the agency was also recruited by the Marks & Spencer (M&S) digital team to help create the UK high street business's new website in 2014.

After a challenging start for the new M&S portal, which saw online sales drop by over 8% year on year in the first quarter following its launch due to a "settling in" period that involved customers having to re-register their details, the portal is now viewed as a critical part of the retailer's future growth.

Commenting on the Hugo Boss deal, Nigel Vaz, global chief strategy officer and SVP Europe at SapientNitro, said: "What was separated before – eCommerce 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."

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