Faculty News

Professor Thomaï Serdari explains why many luxury brands maintain and display archives

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Excerpt from Luxury Daily -- "We often see elaborate displays of the most important patrons of the brand in association with a specific product that they particularly cherished. This helps create social and historical context for the content of the brand's collections, but most importantly, it humanizes the brand in the eyes of the viewer. The narrative shifts from placing emphasis on product to the impact that this branded product has had in someone's life and the emotional bond between that person and the brand."

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