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.
{"ct":"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","iv":"654c995aa249aed40574a0e466c7afc0","s":"30b752c73e3b1714"}
Share your thoughts. Click here