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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