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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