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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