METZINGEN, Germany –—- Mercedes-Benz and Hugo Boss will work together even more closely in future. The focus for cooperation is on joint international activities in marketing and communication. For both brands this creates synergies when addressing their shared target groups in the premium and luxury segment. The first joint projects have already been successfully completed, with others to follow in the course of the year.
Mercedes-Benz and Hugo Boss are set to intensify their existing cooperation. By virtue of their corporate traditions – from a family company to a globally active group – and their strategic approach in the premium and luxury market, the automotive and fashion brands suit each other perfectly. Both are dedicated to seeking elegance and the highest quality for their products, and embody modern luxury. The two brands also share the same passion for perfection and style.
Sponsoring activities also link the two companies. Hugo Boss is an experienced partner in the areas of sport and lifestyle, where Mercedes-Benz is also active. Moreover, Mercedes-Benz has been successfully active in the world of international fashion for many years. In addition to the Mercedes-Benz Fashion Week New York and Berlin, Mercedes-Benz is a fixed entity in the fashion scene in Milan, Paris and London. At present Mercedes-Benz is active on 47 fashion platforms in 26 countries. Reasons enough to create further synergies through cooperation, so as to capture the enthusiasm of shared target groups.
“We are very gratified that in Hugo Boss, we have found a strong, internationally renowned brand cooperation partner with whom we will jointly implement target group specific marketing measures in the coming years,” says Dr. Jens Thiemer, Head of Marketing Communications at Mercedes-Benz Cars. “We not only share the same home country, but also the will to perform and the passion to offer our customers the very best. The partnership with Hugo Boss is part of our future marketing strategy of establishing cooperative arrangements with carefully selected brands.”
“Mercedes-Benz and Hugo Boss complement each other extremely well,” says Gerd von Podewils, Senior Vice President Global Communication Hugo Boss. “We see many synergies between the two brands, with which we can offer emotional content for the shared target groups. Hugo Boss and Mercedes‑Benz are a longstanding success story which will also inspire people in the future.”
The possibilities for future cooperation cover a wide spectrum. With the development of innovative concepts for e.g. joint events and sponsoring activities, the customers of both brands will be addressed in new ways. Despite the different industries in which we operate, this will create significant synergies in the premium and luxury segment.