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Thomai Serdari

Thomai Serdari

Joined Stern 2012

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 800
New York, NY 10012

E-mail tserdari@stern.nyu.edu
Personal website
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Biography

Thomai Serdari, Ph.D. is a strategist in luxury marketing and branding. She helps clients launch, grow, and successfully manage luxury brands. She is an expert on luxury and actively studies, values, and reports on companies or funds that operate and invest within the luxury goods market.

Prof. Serdari has been teaching at New York University since 2004. She has developed a variety of courses at NYU, among which: "Cultures of Excess: Product and Fashion Design through Modernity" and "Entrepreneurship in the Business of Art." She also developed the core courses for the Luxury Marketing specialization at the Leonard N. Stern School of Business, MBA level: "The Core of Luxury: Processes, Products, and Strategies through History," "Luxury Branding: Brand Thinking and Experience," and "Luxury Launch: Designing & Marketing a Luxury Product/Project/Enterprise."

Originally trained as an architect at the National Technical University of Athens, Prof. Serdari received her doctorate in Art History & Archaeology from the Institute of Fine Arts, New York University in 2005. She also holds an MBA from the Leonard N. Stern School of Business, New York University, with a specialization in corporate and quantitative finance (2009).

Heavily drawing on her interdisciplinary training, Prof. Serdari heads Brand(x)Lux, a brand consultancy that uses critical, business and design thinking to help brands interpret culture, the questions that define it and the trends that will impact the future of business. She contributes opinion pieces to Luxury Daily and is the business editor of the first academic interdisciplinary journal on Luxury: History, Culture, Consumption published by Taylor & Francis.

Prof. Serdari is one of the main contributors to the LVMH Fundamentals in Luxury Retail: A CPC/Parsons Collaboration, an education program designed to train and provide a wide range of retail skills to Chinese-Americans.

Research Interests

  • Luxury Marketing
  • Entrepreneurship
  • New Business Models in Fashion, Art, Media, and Entertainment

Courses Taught

  • Luxury Branding
  • Luxury Launch
  • Luxury Marketing

Academic Background

M.B.A., Business Administration, 2009
NYU Stern School of Business

Ph.D., Art History and Archaeology, 2005
Institute of Fine Arts, NYU

M.A., Media Studies, 1997
The New School for Social Research

M.A., Architecture, 1994
The National Technical University of Athens

Selected Publications

Thomai Serdari (2018)
The Carloway Mill Harris Tweed: Tradition-based Innovation for a Sustainable Future
Miguel A. Gardetti ed. Sustainable Luxury, Entrepreneurship, Innovation, Springer, 2018.

Thomai Serdari (2017)
Luxury Brands in China and India, (Book Review)
Luxury: History Culture Consumption (Taylor & Francis)

Thomai Serdari (2017)
Diamonds, Development, and Dollars: A Case Study on a Newly Founded Gemological Lab in Botswana Aiming at Sustainable Community Empowerment
Miguel A. Gardetti ed. Sustainable Management of Luxury, Springer, 2017.

Thomai Serdari (2016)
Experiments in Suchness: Hiroshi Sugimoto’s Silk Shiki for Hermès
Critical Luxury Studies (Edinburgh University Press)

Thomai Serdari (2015)
STEIDL: Printer, Publisher, Alchemist: The Field of Luxury Production in Germany
Luxury: History Culture Consumption, Taylor & Francis, November 2015.

Thomai Serdari (2015)
Kapferer on Luxury, Brands Can Grow Yet Remain Rare (Book Review)
Book review in Luxury: History Culture Consumption, Taylor & Francis, November 2017.

Business Editor
Luxury: History, Culture, Consumption
Taylor & Francis

Related News & Research

Professor Thomaï Serdari shares insights on Nordstrom's struggles in the Norfolk area

In an op-ed, Professor Thomaï Serdari shares what brands can learn from WeWork's recent chief architect appointment and its emphasis on design strategy.

Professor Thomaï Serdari shares insights on Chanel's Inside Chanel series and couture store in Biarritz

Professor Thomaï Serdari is interviewed about Tiffany's millennial-focused rebranding

Professor Thomaï Serdari comments on Stuyvestant Town's use of a truck in its new ad campaign

Professor Thomaï Serdari shares insights on partnerships between real estate developers and fashion brands

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

Professor Thomaï Serdari is interviewed about Hermès' "Footsteps Around the World" series on the brand's corporate social responsibility efforts

Professor Thomaï Serdari is quoted in a special report on 3D printing and luxury brands

Professor Thomaï Serdari shares takeaways from two articles on the luxury fashion industry

Professor Thomaï Serdari explains why some fashion retailers are selling their merchandise in bundled sets

Professor Thomaï Serdari is quoted in a trend story about transparency in the luxury beauty industry

Professor Thomaï Serdari is quoted in a feature story on why some brands choose to express a political point of view

Professor Thomaï Serdari shares how today's luxury brands can evolve and stay competitive

Professor Thomaï Serdari is interviewed for a feature story on the evolution of luxury

Professor Thomaï Serdari explains how investing in art projects benefits luxury brands

Professor Thomaï Serdari explains how fashion and fragrance brand Rochas is repositioning its brand with a new web series

In an op-ed, Professor Thomaï Serdari explains how Nordstrom Local caters to retail customers' needs

Professor Thomaï Serdari's comments on ecommerce and packaging at the TLMI printTHINK Summit are featured

Professor Thomaï Serdari discusses the challenges Alessandro Bogliolo faces as the new CEO of Tiffany & Co.

Areas of Expertise

Industry

  • Art
  • Luxury Goods

Marketing

  • Advertising/Marketing/PR Strategies
  • Social Media