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":"c52c234838c3658fdc2b0d09c2f23375","s":"be311d3b90abd288"}
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