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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