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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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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 launched PIQLuxury, a membership organization that serves as an information gateway to culture, the questions that define it and the trends that will impact the future of creative business, premium and luxury brands.She contributes opinion pieces to Luxury Daily and is the co-editor of the first academic interdisciplinary journal on Luxury: History, Culture, Consumption published by Bloomsbury Press.

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 (Editor) (2015)
Luxury: History, Culture, Consumption
Bloomsbury Press

Thomai Serdari (2015)
Experiments in Suchness: Hiroshi Sugimoto Silk Shiki for Hermes
Critical Luxury Studies: Art, Design, Media (Edinburgh University Press)

Thomai Serdar (2012)
Artists' Papers
Archivists Roundtable

Related News & Research

Professor Thomaï Serdari discusses Christian Dior's fragrance documentary series

Professor Thomaï Serdari explains how Apple's exclusive partnership with Made 2 Measure for fashion video content represents a shift in advertising

Professor Thomaï Serdari comments on the shift to lead luxury brands into the digital era

Professor Thomaï Serdari on Ferragamo's marketing campaigns

In an op-ed, Professor Thomaï Serdari discusses Apple's collaboration with Hermes

Professor Thomaï Serdari discusses marketing strategies of jewelry companies

Professor Thomaï Serdari on the growth of the luxury marketing sector

Professor Thomaï Serdari on Louis Vuitton's new behind-the-scenes videos

Professor Thomaï Serdari explains why some luxury retailers have seen a boost in sales

Professor Thomaï Serdari on Valentino's film, "A Tribute to Iconic Values"

Prof. Thomaï Serdari explains why luxury brands advertise at the Cannes Film Festival

In an op-ed, Professor Thomaï Serdari examines the success of luxury brand MMLaFleur

Prof. Thomaï Serdari is interviewed on luxury car marketing

Prof. Thomaï Serdari on how luxury brands cater to wealthy clientele

Prof. Thomaï Serdari on Lamborghini's collaboration with d'Avenza

Prof. Thomaï Serdari on Fragrance Du Bois's partnership with Xerjoff

Prof. Thomaï Serdari on luxury brands' support of the arts

In an op-ed, Prof. Thomaï Serdari shares tips for re-branding from Björk

Prof. Thomaï Serdari on Bottega Veneta's new multimedia microsite

Prof. Thomaï Serdari on Dolce & Gabbana's Intenso fragrance campaign

Areas of Expertise


  • Art
  • Luxury Goods


  • Advertising/Marketing/PR Strategies
  • Social Media