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.
{"ct":"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","iv":"07b18cd2dc441f2d51da4e9b13843820","s":"467c2cc78ac11ffb"}
Share your thoughts. Click here