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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