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":"55cb589075d0fc7eaf11be9baea7dfb4","s":"4c6761f620bebf76"}
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