Media/publishing
October 13, 2021
Through a series of YouTube videos for its SS21 collection, Versace increased its media impact value by more than 500 percent. Image credit: Versace
By Nora Howe
In an evolving technological age, the fashion industry has quickly pivoted to meet digital expectations and engage consumers where they are: social channels.
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\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