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":"5fa1757f560ce2368ae264b9654ebfd4","s":"c6c6498847c5c240"}
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