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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","iv":"253c041b4a8de72fad3b8861f5d95970","s":"8588e67fe2a19d12"}
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