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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