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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